LABO H X MONAMHEE Collaboration
Summary
LABO H, a scalp care brand dedicated to researching solutions for scalp concerns, introduces the collaborative character “Duphee” and the Duphee Edition, a collection of five curated products, in partnership with the lifestyle character brand MONAMHEE.
To communicate its scalp-care expertise in a more friendly and expanded way, LABO H developed a new character created exclusively for the brand—Duphee—and designed five edition products around this concept.
With MONAMHEE’s distinctive and charming character style, the project establishes a character world and storyline tailored specifically to LABO H, ensuring that the character, products, and visual expressions connect seamlessly across the entire design process.
Covering key LABO H categories—including shampoo, tonic, capsule treatment, and hairline ampoule the project extends from packaging and key visuals to 3D animation and a custom-built miniature set.
The following sections provide a detailed look into the creation process and design approach, highlighting how the collaboration combines LABO H’s professional scalp expertise with the playful appeal of a character-driven edition.
About MONAMHEE
MONAMHEE is a lifestyle brand characterized by a design language centered on graphics and characters, garnering significant attention among young consumers and influencers.
Defined by a restrained color palette and minimalist facial features, the characters have secured a broad fandom through their unique, expressionless charm and witty storytelling.
The brand demonstrates exceptional versatility, expanding across various domains including merchandise, artwork, and brand collaborations.
Collaboration Background
We sought a new approach to communicate our scalp care expertise in a more friendly and relatable manner.
This led to a collaboration with MONAMHEE featuring their signature mini-keyring character.
In a market where character collaborations often stop at superficial application, LABO-H aimed to go deeper.
We focused on naturally connecting our brand message to consumers by crafting a narrative where the character actively introduces and uses the products.
Creating DUPHEE
Our first step was to name the character who would lead this new brand universe. MONAMHEE has established a unique identity through a consistent naming structure, using the suffix ‘-Hee’ across its brand and character names.
The challenge was to find a name that respected this tradition while reflecting LABO-H’s expertise in scalp care and appealing to consumers with cuteness and familiarity.
By combining the Korean pronunciation of ‘Scalp’ (Doopi) with ‘-Hee,’ we created ‘Duphee’—an exclusive character for LABO-H that naturally bridges the identities of both brands.
Package Design
The design strategy began with seamlessly integrating Duphee’s universe into the product experience.
Positioning Duphee as an influencer, we developed a suite of exclusive 2D graphic assets depicting her introducing and using LABO-H products within “Duphee’s Room.”
We focused on capturing diverse actions, expressions, and usage scenes to clearly establish her role as an active product presenter, rather than a static decorative element.
For the packaging, we maintained LABO-H’s signature scale-based information layout while strategically positioning Duphee to appear naturally within that framework. Additionally, for the special gift sets, we utilized the silhouette of Duphee’s ears as an eye-catching POP element to maximize in-store visibility. This approach ensured intuitive character recognition and delivered a delightful brand experience to consumers.
For the packaging, we maintained LABO-H’s signature scale-based information layout while strategically positioning Duphee to appear naturally within that framework. Additionally, for the special gift sets, we utilized the silhouette of Duphee’s ears as an eye-catching POP element to maximize in-store visibility. This approach ensured intuitive character recognition and delivered a delightful brand experience to consumers.
Product Visual
The visual strategy focused on capturing Duphee’s ‘influencer-like’ movements as she diligently introduced LABO-H products.
Set against a backdrop styled with bathroom tiles, we intuitively conveyed her persona as a “character serious about scalp care” through various gestures—such as riding on shampoo bubbles, photographing the products, and actively promoting the brand.
Considering their application on product detail pages, we utilized Duphee’s character motions to create GIF animations for the product composition shots.
This approach added vitality to static product images and effectively expressed the unique, cute charm of this character collaboration.
DUPHEE STORY
CONTENTS PRODUCTION
CONTENTS PRODUCTION
Miniature Room Making
To vividly convey Duphee’s universe, we needed a consistent spatial environment adaptable for both video content and live-action photography.
To achieve this, we simultaneously produced a 3D room and a physical miniature room sharing identical structures and settings.
In the 3D phase, we designed a ‘bathroom dressing room’ to frame Duphee’s daily life, precisely defining every component—from spatial proportions and tile layouts to prop placement.
The physical miniature room served as a dedicated set for photographing the Duphee keyring.
We meticulously crafted every detail—including tile textures, the washbasin, and furniture—to scale with the actual products, ensuring a natural harmony between the character and the items.
3D Motion Content Making
The Duphee video content was conceptualized as a medium to bring the brand universe to life in the most vivid way.
Set within a 3D space modeled after “Duphee’s Room,” we animated scenes of Duphee turning on a camera and lifting the shampoo to introduce it.
We focused on expressing the character’s unique personality by emphasizing Duphee’s signature nonchalant yet cute, waddling movements.
To maintain a consistent experience, the overall visual tone was aligned with the “green tile room” concept found in the packaging and key visuals.
With a short runtime of around 10 seconds, we ensured strong engagement even within the fast-scrolling environment of product detail pages.
Through this approach, consumers can experience LABO-H products familiarly through Duphee’s perspective and actions, allowing the character’s universe to naturally extend across all brand communications.
- Amorepacific Creatives
- Design
- Hyun Eunjeong
- Visual Directing
- Hyun Eunjeong
- Photography
- Freehand Studio
- Motion Graphic
- DDangking
- BM
- Park Jinwon
- Development
- Lee Seonghyun
