GLASSHOUSE is a fictional experimental beauty label about appearance and perception. Its idea is simple: beauty changes depending on how it's observed. The lighting, the reflection, the angle and the person looking all change what we see.
Instead of selling perfection, GLASSHOUSE shows that perfection is manufactured. The brand statement is Real Is A Setting.
The identity is built around embossed foil. The surface physically changes how the logo appears: depending on the light, the same mark can look sharp, soft, distorted or almost invisible. The identity doesn't sit on the material; the material edits the identity.
