MICHAEL LELEUX

The Hada Labo Tokyo brand approached my team with a request to contemporize its US packaging, while also endowing it with a more premium, less masstige look and feel. As a crossover brand, Hada Labo Tokyo is sold
in both specialty stores like Sephora and in select drug stores. At the
time, its packaging seemed to resonate most with its non-US consumer,
and the brand was losing shelf placement in North America. Today, its refreshed packaging leverages the brand’s key visuals (cherry blossoms
and a pool of liquid) in a more overt manner. It’s a younger, more contemporary package.