hope & joy

Life Essentials. 
We support your love, hope & joy and your healthy lifestyle!


Background
hope&joy is an online consumer intimate company in Korea. Two sisters founded the business with a mission to support a healthy intimate lifecycle through their intimate product line, OnderNatural®. They looked to expand into a range of healthy lifecycle brands for everyone.

Solution
The name ‘hope&joy’ was originally used for the B2B trade relationship. We recreated the brand structure around hope&joy as the mother brand, with OnderNatural®, an intimate product line for young people, and Baven, a baby care product line. We helped them extend their product lines and bring them together under hope&joy as one unified brand structure.