Happy Habit is a service provided by SK Telecom as part of its ESG management efforts to reduce waste plastic generation and contribute to environmental protection by offering various benefits to coffee purchasers who use eco-friendly reusable cups based on their usage. SK Telecom is developing various eco-friendly initiatives, including establishing a reusable cup circulation system and expanding recycling, through the 'ha:bit eco alliance,' which involves the participation of numerous organizations, companies, and brands. PLAQUE was responsible for the overall brand design and brand experience design of Happy Habit, with a concept symbolizing resource circulation and customer satisfaction through a smile.