baramood CREATIVE DIRECTION & PRODUCTION

As scorching summers become an annual reality, the handheld fan market continues to grow while competition intensifies, as more high-performance products enter the market. IBIS’s handheld fan brings strong technical credentials to this space, featuring a bladeless design paired with a high-performance motor to deliver powerful airflow that feels comfortable against the skin.

Our discussions began with a question: what kind of brand would give people a reason to choose it in a highly saturated market?

We saw an opportunity to pair this technical strength with emotional appeal, offering a fresh perspective on the handheld fan. monopo proposed positioning it as a fashion accessory that complements everyday outfits, giving equal weight to style and functionality. We expressed this idea in the concept “a breeze you wear as part of your style.” Just as people choose what to wear to suit their mood, we wanted them to enjoy a breeze that feels personal.

The name baramood combines “baram” (바람), the Korean word for wind, with the English word “mood.” It embodies the brand feeling of “wearing the breeze” and has an approachable sound across Japanese, English, and Korean, laying the groundwork for future global expansion.

Our core team brought their deep insight in culture and fashion to the project, while working closely with the client to shape and refine the brand’s direction.

The product range includes four models, each with a name and icon designed to intuitively convey how its airflow feels. Inviting people to choose the breeze they enjoy, without parsing technical specifications, brings the brand concept into the product experience.

Natural: A gentle, natural flow of air, like a soft breeze.
Silky: Smooth, comfortable airflow that feels like silk.
Blast: A powerful, steady rush of air.
Stream: A strong, focused stream of air.

We carefully selected names that evoke a clear impression in both Japanese and English.

We teamed up with design studio LAID BUG to co-produce the creative work. Their fluency in culture and fashion helped us push beyond the handheld fan category’s conventions and reimagine how this product could look and feel

The product colors balance everyday versatility while maintaining a playful spirit that makes each fan an appealing fashion accessory. Gray and white form the base palette, complemented by distinctive accent colors for each model.

We developed baramood with a focus on Japan and Korea and an eye toward global expansion. Our casting of eight models reflected this outlook, highlighting the brand’s international appeal. Stylist Tatsuya Shimada brought baramood’s concept, “a breeze you wear as part of your style”, to life in the looks created for the shoot.

Lighting in each product model’s signature color gave the imagery a vibrant, refined finish and highlighted the distinct character of each fan.

Following its launch, baramood opened a pop-up store in Omotesando and became available for purchase at Cosme Kitchen in Shibuya Hikarie and Futako-Tamagawa Tsutaya Electrics. It was also named an official handheld fan of the summer music festival ASOBIEXPO 2026. Growing recent coverage in online media has helped the brand gain traction with its target audience. The idea of “wearing the breeze” is gathering momentum, introducing more people to the world of baramood.