REBOO BRAND AND PRODUCT LAUNCH CAMPAIGN

REBOO was inspired by Ya Dom, the stick-shaped aroma inhalers commonly used in everyday life in Thailand. The product was developed as a way to hit refresh by inhaling flavor-inspired aromas through the nose.

While traditional Ya Dom products generally feature herbal scents such as menthol and eucalyptus, REBOO brings a more playful approach to the experience. Its range includes distinctive, craft-inspired aromas such as Herbal, Craft Cola, Bergamot Coriander, and Ume Pepper.

The brand and product were designed for people who need moments of refreshment and concentration in their daily lives, including those active in festival and music scenes, as well as DJs, creators, dancers, gamers, engineers, and students preparing for exams.

For the product launch, monopo developed the launch assets and communication strategy. The project was led by a monopo producer whose work as a DJ has given them a deep understanding of youth and street culture. Drawing on this cultural knowledge, the team created a communication strategy that closely aligned with the interests and lifestyles of REBOO’s target audience.

We also created meaningful touchpoints between the brand and its audience by casting Key Opinion Leaders who are active within their respective communities. REBOO was positioned as a street brand for young, creative audiences, particularly Gen Z and Millennials.

The cast included THE D SoraKi, the first Japanese dancer to win the Red Bull Dance Your Style World Final; Boxer, who has a strong influence across both the dance community and social media; artist Yamepi and editor-in-chief Takeru of COMET MAGAZINE; graphic artist and creator AsahiNa; and DJ and model SAKURA.

In addition to appearing in REBOO’s in-store and website assets, the cast shared the campaign on their own social media channels, generating conversation around the brand among its target audience.

REBOO cheers on the people who pursue their skills and creative vision more deeply through the things they are passionate about. Connecting this idea of depth with the product experience of taking a deep breath, we developed the brand tagline, “Go Deeper.”

We also created the simple yet powerful product tagline, “ハナから夢中。” (Drawn in from the first breath.) The line carries two meanings: becoming refreshed by inhaling through the nose and immersing yourself in what you love, and being fully absorbed in it from the very beginning. The word hana plays on both “nose” and the Japanese expression meaning “from the outset.”

Rather than depicting the product in use directly, the visual campaign focused on expressing the culture and atmosphere surrounding REBOO. To complement this approach, the taglines evoked the nose and deep breathing, helping audiences intuitively understand how the product feels to use.

Working across both English and Japanese, we built a flexible copy system that could carry REBOO’s identity across every touchpoint. The language went beyond communicating product features to bring the brand’s culture, attitude, and philosophy to life.

The visual identity was designed to feel as authentic as the communities REBOO speaks to. Instead of staged advertising imagery, we portrayed creators completely absorbed in their craft, capturing genuine moments of concentration and expression.
To reflect the handcrafted quality of the product packaging, colorful paint textures were created using real paint and photographed as physical assets. These tactile elements became a distinctive visual language that reinforced the brand's craft-inspired personality.
A fisheye lens was used throughout the campaign to visually express the feeling of being fully immersed. By documenting KOLs in the midst of their creative practice, the imagery conveyed a dynamic perspective that draws viewers into their world.
Combining cultural insight with strategic branding, monopo created a visual system that resonated with Gen Z and Millennial audiences. Following the launch, REBOO successfully generated strong awareness within its target communities and contributed to sustained product sales.