LA MENTE: relaunch

Rebranding / Graphic Design / Art Direction
Market research / R&D / Project Management

Japan Natural Laboratories Co., Ltd. (2016-2017)

  • Improving external communication with existing customers including, the Out-of-Box experience
  • Conducting research
  • Gaining new users
  • Planning out the product release process alongside future campaigns
  • Developing and executing the new visual design

Since the year 2000, "LA MENTE" hasn't changed its design at all.
While the brand was eating up its brand equity for more than 10 years, it was also suffering from scalping and cheap sales and was desperately in need of developing new customers.
This relaunch project started with creating and restating the brand, supported by valid research and the proposal.

Below are the researches and the proposal deck;


Members who worked with the brand were used to ignoring the design regulation a while before I started the project; the brand guideline was too complicated and old, and no one really understood how it should be valued.
I sorted out the remaining products in every size and material, conducted research, and analyzed the data brought from the customers and sales. Based on the examinations and the budget, I restated the brand and adjusted the overall visual design of the product.