Art Direction
Copywriting
Embedded in a culture of little treats and everyday luxury, young people are moving away from large purchases and treating themselves. For Aesté, the brief was simple: how do we tap into that market without breaking the bank for customers. This led to a simple and elegant identity and brand system that you want to display in your home.
Leaning into the world of minimalism, the visual identity borrows from the world of quiet luxury. It’s understated but purposeful design is captured through bold colours matched with striking typography and beautiful imagery. The colour system is built around the 4 different scents—“Balance”, “Elevate”, “Restore”, and “Reconnect”. Each scent assigned a colour that can be used on packaging while also becoming a cohesive colour palette.
This brand system comes to life across marketing materials, an e-commerce website, and packaging.