Mami

Mami Cosmetics is a Thai skincare brand made for Gen Z consumers starting their first self-care routines. In 2025 the brand set out to rebrand and claim a bigger place in Thailand's crowded skincare market. STRE was brought in to lead the whole thing: market research, brand strategy, a new identity and logo, product naming, packaging design, and the social and KOL strategy that carried the relaunch.

A rebrand for Thailand's Gen Z skincare market

Mami was already trading, but the brand no longer matched its ambition. Thailand's skincare shelves are dense with ingredient-led, clinical-looking labels competing on the same claims. Mami's leadership wanted a complete overhaul of strategy and identity so that its next chapter would land with the audience it actually wanted: young consumers choosing skincare for the first time, buying on feeling as much as on function.

The brief had three parts. Find out who Mami's real audience is and what they respond to. Build a brand strategy that gives Mami a position competitors don't own. Then express that strategy across everything a customer touches, from the logo to the tube to the seeding box.

Feel-good skincare rituals, built on research

We started with the market, not the mood board. STRE ran market research and consumer interviews, including real product trials, to understand how Gen Z in Thailand discovers, tests and talks about skincare. Those findings set the target audience and the brand direction.

The strategy that came out of it repositioned Mami around feel-good skincare rituals: routines that are enjoyable in themselves, built on innovative ingredients, and designed for people who are new to self-care rather than already expert in it. That is a different territory from the clinical, results-first language most of the category uses, and it gave Mami a story it could own.

The new brand identity was designed to carry that story. A new logo and visual system replaced the old identity, with a look built to feel warm and approachable on a Gen Z phone screen as much as on a retail shelf.

As long-term Brand Guardians for Mami, STRE's job didn't stop at the identity. To make sure every product reinforced the brand story, we built the product naming strategy and architecture, wrote the product names, and designed packaging for the full range of new products. Tube and carton designs were developed as one system so that new products slot in without diluting the look.

For the relaunch and the marketing that followed, STRE developed the strategy for brand experiences and events, social media content, seeding box design, photoshoot direction and KOL partnerships. Everything was rooted in the same brand strategy, so that each touchpoint amplifies the core of Mami rather than pulling it in a new direction.

Mami's new brand is live at mamicos.com.

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