How do you evolve a global pioneer in men’s grooming?
I was tasked to lead the global redesign and branding of Lab Series. This global brand was a pioneer in the men's grooming market and enjoyed continued sales growth. Lab Series was launched personally by Mrs. Estée Lauder so this was a very important redesign to the entire Lauder family.
Role: Creative Director
Advertising, Package Design, Brand Identity
I reviewed every aspect of the current package and brand identity to determine a course of action.
A wide exploration of logos
I drove the package exploration to determine how far we could take the brand without sacrificing its familiarity with the customer.
Packaging concepts