My Troedsson

Once a beloved Korean skincare brand, Mamonde had faded in one of the world’s most competitive beauty markets. By 2022 the brand faced low perceived value and no clear audience. Gen Z, now 80% of K-beauty buyers, demanded transparency, efficacy and authenticity that Mamonde did no longer deliver.

I co-led the strategy and project management for the rebrandning. Through deep consumer research and expert interviews we uncovered a way forward: to reframe Mamonde’s floral heritage into Hyper Flora – a bold new positioning that fuses flower-powered ingredients with proven scientific actives. “Hyper” signaled performance; “Flora” honored the brand’s roots.

This purposeful position drove every decision: brand fundamentals, product proposition, hero strategy, naming and design. The new identity paired vibrant color palettes and tactile finishes with a Hyper-Flora monogram, balancing science and playfulness to elevate a budget brand into a premium-feeling experience. Design execution was delivered in collaboration with Happy F&B.

The result was a completely refreshed brand with a playful, inviting personality and a bold, efficacy-driven proposition designed to resonate with Gen Z.

With the relaunch in late 2023, a once-forgotten legacy brand is now a Gen Z must-have, proof that insight-led strategy and design can fuel relevance as well as growth.