What was delivered
Brand Identity
Logo Design
Images
Aesop
Aesop Logo Reimagined
Aesop is a luxury skin, hair & body care brand which focuses on the principle of “intelligent beauty”. With an emphasis in formulating products of the finest quality, they investigate widely to source plant-based & laboratory-made ingredients, & use only those with a proven record of safety & efficacy.
Strategy
Effective skincare is about prevention & should be picked up at a young age. With this insight, I've created 2 logo alternatives that would refresh Aesop, appeal to a younger audience while also catering to the current loyal customers.
Aesop is an established brand hence the brand's essence will be retained in the new designs, following the brand's philosophy & values. By introducing a livelier & more approachable identity, Aesop would be able to attract a larger group of target audiences. This way Aesop would seem more attainable to the younger audience while retaining its luxurious status.
Solution
Since the original Aesop logo had a line above the letter “e” to show emphasis, the new logos retain that iconic focus on the “e”. Aesop’s black & white colour palette is also another iconic part of the brand's identity. Keeping the same colours for the logos would allow them to blend well with Aesop's easily recognisable branding & design.
