K-Beauty Pop-Up

The K-Beauty phenomenon has taken the global beauty and skincare industry by storm, and Super-Pharm successfully solidified its position as Israel's ultimate K-Beauty authority. As part of my work at Persona agency, I took a key role in the branding and marketing execution for this massive launch. The campaign centered around a record-breaking pop-up experience at Azrieli Mall, featuring signature square marshmallow packaging, custom stickers, and exclusive branded merchandise that fueled viral social media engagement.

Service
Brand and Marketing Design, Art Direction
Date
2025
Client
Super-Pharm (Under Persona agency)

Lue: Packaging & Materiality

Lue: Concept

Inspired by Korean beauty and the signature square marshmallow dessert, the pop-up design reflects the glossy, flawless aesthetic of the 'Glass Skin' trend. The event's marketing carries this vision, blending AI-generated visuals with trendy typography, all brought together in a cohesive branding and merchandise experience.

Lue: Print

Lue: Art Direction & Styling

Lue: Post Instagram / Print

Lue: Illustrations

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WORK