M*Lab Vietnamese Cosmetics

Thong’s Role: Design Leader, Brand Designer
Field: Cosmetic
Scope: Brand Concept,
Identity System, Packaging Design
Design Year: 2023

Building on a foundation of proven quality and the trust of both consumers and celebrities, M*Lab, a Vietnamese cosmetics brand, launched a comprehensive rebranding initiative. This project, which included new branding and packaging design for their masks, was crafted to better showcase the brand’s unique identity. The new design system is a direct visual expression of their core values, masterfully uniting the power of scientific advancement with the gentle, rooted safety of nature.

Discovery lies at the heart of the brand’s design philosophy. Echoing the logo’s bold and evocative spirit, the key visual is built around a system of energy gates—symbolic thresholds leading into the Artkey Universe, populated by unexplored planets and characters. These gates act as recurring markers of curiosity, evolving in form across physical and digital touchpoints to create a cohesive journey from discovery to experience, ownership, and unboxing.