Haus Laboratories Brand Launch Kit

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When Lady Gaga calls, you answer. Her new beauty company, Haus Laboratories, had seen our work, loved it, and invited us to apply our design, engineering, and problem-solving skills to create a “haus” to present her “self-expression tools” to influencers. We gladly accepted.

Lady Gaga’s dream project had been eagerly anticipated in the beauty world, and on September 17th, 500 selected influencers were finally able to experience the products for themselves. Haus Laboratories collaborated with Premier to create an imposing pyramid-shaped kit to launch the brand.

Our goal was to express her philosophy of experiencing “self-acceptance through beauty.” The highlight of the kit design is a large laser-cut acrylic sheet that works as an actual mirror; an homage to seeing oneself and reflecting on one’s own empowerment. The mirror sits atop a box made of a sturdy chipboard with a turned edge, wrapped with matte laminated paper. Inside, a tray holds six dramatic shades each of lip gloss, eyeliner, and shimmer nested into a layer of eco-foam. The tray is revealed under a chrome-laminated four-color die-cut sleeve, printed with Lady Gaga’s brand statement and a luminous photo of her.

The technical challenges were threefold: to pack the uniquely shaped box so that it would arrive undamaged, to keep costs under control, and above all, to make the packaging fully curbside recyclable. Challenges accepted, challenges met.

Thanks to the team at Haus Labs for sharing our commitment to environmental responsibility, and for their confidence in our ability to faithfully reflect their vision.

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