memode – Digital-Inspired Cosmetics

memode is a color cosmetics brand launched in 2025 for Gen Z women aged 18–30. This audience lives in social media, follows beauty trends and looks for affordable products that perform well throughout the day. The challenge was to enter an oversaturated market and create a recognizable, lively identity from day one.

The core idea behind memode is a “beauty friend” that stays with you all day long. The brand is built around the metaphor of the “day scroll,” inspired by everyday smartphone interactions. One scroll — and you’re already in a new mode, mood or situation. This gesture became the foundation of memode’s visual language.

The identity is based on adaptability. The brand adjusts to the user’s lifestyle, while the color system helps navigate the product range — each accent color represents a specific application area. The main visual device, the “scroll,” works as an attention anchor, highlighting key messages and strengthening product focus.

The packaging system is divided into daytime and evening lines, referencing light and dark interface modes. Secondary packaging features situational prompts, suggesting when each product fits best. This turns cosmetics into a practical companion rather than just another product.

As a result, memode received a flexible, digitally driven identity and packaging system that scales easily, performs well on marketplaces and builds an emotional connection with its audience.