The Mentholatum Company

For over a century, The Mentholatum Company has been behind multiple global household names, yet their digital presence had remained largely untouched since 2008. Historically, the company relied on its individual product IPs to lead their brand identity, leaving the parent company’s digital footprint feeling dated and fragmented. I was tasked with a total brand refresh to modernize their digital presence and create a unified home for their extensive portfolio of products.

My strategy was to build a cohesive "digital-first" system that pulled inspiration directly from the geometry of the Mentholatum logo. By utilizing circular elements as a recurring visual motif, I established a design language that feels both soft and clinical—bridging the gap between heritage and modern healthcare. To bring the platform to life, we integrated a series of deliberate micro-interactions; from nuanced hover states to scroll-triggered animations, every element was designed to make the interface feel responsive, energetic, and "alive."

I led the end-to-end design of this transformation, moving the brand from a static 2008 framework into a dynamic, motion-led ecosystem. This project required a careful balance of honouring a century-old legacy while implementing modern UX principles that prioritize engagement and clarity. The resulting website has provided Mentholatum with a sophisticated, future-proof foundation that successfully unifies their diverse product lines under one cohesive and interactive brand story.