Monday Haircare
From napkin sketch to category disruptor.
Beauty
CPG
Monday Haircare
From napkin sketch to category disruptor.
Beauty
CPG
Monday Haircare
From napkin sketch to category disruptor.
Beauty
CPG
In a category dominated by legacy giants and high-low pricing extremes, Monday carved out a new lane—blending design, performance, and accessibility to become a global phenomenon. As the founding brand strategist and designer, I helped shaped the brand from the ground up—defining its positioning, visual identity, naming, and creative direction across product, marketing, and retail. This wasn’t just about building a beautiful brand—it was about shifting the category. How do you create a beauty brand that doesn’t just look good on the shelf, but changes what the shelves look like? Our answer: salon-quality, bottled beautifully, priced for everyone.
Built while in-house @ Zuru Edge:
Naming
Brand Strategy
Brand Identity
Packaging
Product Design
Launch Campaign
In a category dominated by legacy giants and high-low pricing extremes, Monday carved out a new lane—blending design, performance, and accessibility to become a global phenomenon. As the founding brand strategist and designer, I helped shaped the brand from the ground up—defining its positioning, visual identity, naming, and creative direction across product, marketing, and retail. This wasn’t just about building a beautiful brand—it was about shifting the category. How do you create a beauty brand that doesn’t just look good on the shelf, but changes what the shelves look like? Our answer: salon-quality, bottled beautifully, priced for everyone.
Built while in-house @ Zuru Edge:
Naming
Brand Strategy
Brand Identity
Packaging
Product Design
Launch Campaign
In a category dominated by legacy giants and high-low pricing extremes, Monday carved out a new lane—blending design, performance, and accessibility to become a global phenomenon. As the founding brand strategist and designer, I helped shaped the brand from the ground up—defining its positioning, visual identity, naming, and creative direction across product, marketing, and retail. This wasn’t just about building a beautiful brand—it was about shifting the category. How do you create a beauty brand that doesn’t just look good on the shelf, but changes what the shelves look like? Our answer: salon-quality, bottled beautifully, priced for everyone.
Built while in-house @ Zuru Edge:
Naming
Brand Strategy
Brand Identity
Packaging
Product Design
Launch Campaign
The Existing Market
The Challenge
The haircare aisle hadn’t changed in decades
It was broken: functional, overcrowded, and creatively stagnant. Consumers had two options: overpriced salon brands or generic supermarket staples—neither offered quality or identity. We saw the white space, a brand that looked premium, performed exceptionally, and could scale on a supermarket budget.
The Existing Market
The Challenge
The haircare aisle hadn’t changed in decades
It was broken: functional, overcrowded, and creatively stagnant. Consumers had two options: overpriced salon brands or generic supermarket staples—neither offered quality or identity. We saw the white space, a brand that looked premium, performed exceptionally, and could scale on a supermarket budget.
The Existing Market
The Challenge
The haircare aisle hadn’t changed in decades
It was broken: functional, overcrowded, and creatively stagnant. Consumers had two options: overpriced salon brands or generic supermarket staples—neither offered quality or identity. We saw the white space, a brand that looked premium, performed exceptionally, and could scale on a supermarket budget.
From napkin sketch to global category-disruptor.
Monday didn’t follow the rules of the category—It rewrote them.
From napkin sketch to global category-disruptor.
Monday didn’t follow the rules of the category—It rewrote them.
From napkin sketch to global category-disruptor.
Monday didn’t follow the rules of the category—It rewrote them.
2019
A new take on a tired category
We started with the name. Monday felt fresh, grounded in routine, and everything the category wasn’t. More than anything, it was emotionally sticky.
2019
A new take on a tired category
We started with the name. Monday felt fresh, grounded in routine, and everything the category wasn’t. More than anything, it was emotionally sticky.
2019
A new take on a tired category
We started with the name. Monday felt fresh, grounded in routine, and everything the category wasn’t. More than anything, it was emotionally sticky.
2025
Brand equity, by design
Our iconic bottle became brand equity in its own right. Designed to ship efficiently, stack neatly, and stand out on shelf, the squared silhouette created block presence and instant recognition. Over time, the form became our signature.
2019
Brand equity, by design
Our iconic bottle became brand equity in its own right. Designed to ship efficiently, stack neatly, and stand out on shelf, the squared silhouette created block presence and instant recognition. Over time, the form became our signature.
2019
Brand equity, by design
Our iconic bottle became brand equity in its own right. Designed to ship efficiently, stack neatly, and stand out on shelf, the squared silhouette created block presence and instant recognition. Over time, the form became our signature.
2020
Launching into uncertainty and selling out
Monday launched during the first COVID lockdown and sold out across Australia and New Zealand. Within two weeks it became the #1 shampoo in New Zealand, capturing 25.6% of the market just 14 days.
2020
Launching into uncertainty and selling out
Monday launched during the first COVID lockdown and sold out across Australia and New Zealand. Within two weeks it became the #1 shampoo in New Zealand, capturing 25.6% of the market just 14 days.
2020
Launching into uncertainty and selling out
Monday launched during the first COVID lockdown and sold out across Australia and New Zealand. Within two weeks it became the #1 shampoo in New Zealand, capturing 25.6% of the market just 14 days.
2025
Turning packaging into a brand property
In a category full of logos and claims, Monday owned something stronger: a shape and a color. Instantly recognizable on shelf, screen, or scroll, the product didn’t need a campaign. It was the campaign.
2020
Turning packaging into a brand property
In a category full of logos and claims, Monday owned something stronger: a shape and a color. Instantly recognizable on shelf, screen, or scroll, the product didn’t need a campaign. It was the campaign.
2020
Turning packaging into a brand property
In a category full of logos and claims, Monday owned something stronger: a shape and a color. Instantly recognizable on shelf, screen, or scroll, the product didn’t need a campaign. It was the campaign.
2021
U.S. expansion and global momentum
After disrupting supermarket shelves in NZ, Monday launched in the U.S, quickly gaining traction and landing in major retailers like Target, CVS, and Walmart. The brand grew to over 8,000 U.S. stores and went on to be stocked in 80,000 doors globally.
2021
U.S. expansion and global momentum
After disrupting supermarket shelves in NZ, Monday launched in the U.S, quickly gaining traction and landing in major retailers like Target, CVS, and Walmart. The brand grew to over 8,000 U.S. stores and went on to be stocked in 80,000 doors globally.
2021
U.S. expansion and global momentum
After disrupting supermarket shelves in NZ, Monday launched in the U.S, quickly gaining traction and landing in major retailers like Target, CVS, and Walmart. The brand grew to over 8,000 U.S. stores and went on to be stocked in 80,000 doors globally.
Monday helped spark a new era of accessible haircare.
In its first two years, Monday went from an idea on paper to a global beauty disruptor with a cult following. It proved that a brand-led approach could work at scale, turning supermarket shoppers into brand loyalists.
Monday helped spark a new era of accessible haircare.
In its first two years, Monday went from an idea on paper to a global beauty disruptor with a cult following. It proved that a brand-led approach could work at scale, turning supermarket shoppers into brand loyalists.
Monday helped spark a new era of accessible haircare.
In its first two years, Monday went from an idea on paper to a global beauty disruptor with a cult following. It proved that a brand-led approach could work at scale, turning supermarket shoppers into brand loyalists.
Stocked in
Five years on . . .
Five years on . . .
Stocked in 44 countries and counting
Stocked in 44 countries and counting
Over $500M in global retail sales in just 5 years of business
Over $500M in global retail sales in just 5 years of business
32 major beauty awards, including Allure, Glamour & Cosmopolitian
32 major beauty awards, including Allure, Glamour & Cosmopolitian
Bronze, Gold & Purple Pins at the Best Awards
Bronze, Gold & Purple Pins at the Best Awards
Featured in
Five years on . . .
Five years on . . .
Stocked in 44 countries and counting
Stocked in 44 countries and counting
Over $500M in global retail sales in just 5 years of business
Over $500M in global retail sales in just 5 years of business
32 major beauty awards, including Allure, Glamour & Cosmopolitian
32 major beauty awards, including Allure, Glamour & Cosmopolitian
Bronze, Gold & Purple Pins at the Best Awards
Bronze, Gold & Purple Pins at the Best Awards
“One of the world’s most recognizable shampoo and conditioner bottles, the “millennial” pink MONDAY bottle.”
— Forbes
“One of the world’s most recognizable shampoo and conditioner bottles, the “millennial” pink MONDAY bottle.”
— Forbes
“One of the world’s most recognizable shampoo and conditioner bottles, the “millennial” pink MONDAY bottle.”
— Forbes
We launched Monday with clarity, edge, and a fresh take on beauty. From the outset, the goal was to build a brand that could flex across markets, resonate with a new generation of consumers, and drive real growth. By breaking category norms, the brand redefined what mass-market beauty could look and feel like, and set a new benchmark for accessible luxury.
We launched Monday with clarity, edge, and a fresh take on beauty. From the outset, the goal was to build a brand that could flex across markets, resonate with a new generation of consumers, and drive real growth. By breaking category norms, the brand redefined what mass-market beauty could look and feel like, and set a new benchmark for accessible luxury.
We launched Monday with clarity, edge, and a fresh take on beauty. From the outset, the goal was to build a brand that could flex across markets, resonate with a new generation of consumers, and drive real growth. By breaking category norms, the brand redefined what mass-market beauty could look and feel like, and set a new benchmark for accessible luxury.
Credits
Jamiee Lupton, Marc Day, Maddie Youngman, Zuru Edge & the entire Monday team, past & present
Credits
Jamiee Lupton, Marc Day, Maddie Youngman, Zuru Edge & the entire Monday team, past & present
Credits
