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FORM - FAGRETTET OPGAVE - Coggle Diagram
FORM - FAGRETTET OPGAVE
What brand am I creating a business card for?
Aseop
Distinctive design elements
Packaging
The amber glass bottle
Standardized across nearly all liquid formulas, the amber glass serves both an aesthetic and functional purpose—it provides vital UV protection for the ingredients while creating a uniform, collectible look on a bathroom shelf.
The clinical label
The labels feature a strict, minimalist grid system using simple Optima and Helvetica typography. They favor technical ingredient lists, brief descriptions, and literary quotes over loud marketing claims or splashy colors.
Aluminum tubes
For creams and balms, Aesop uses crinkly aluminum tubes. The visible dents and wear on used tubes contribute to a raw, "wabi-sabi" appreciation for perfectly imperfect, utilitarian materials.
Retail spaces
Nearly 400 signature stores worldwide, where no two shops look alike. Each store is designed by local architects to reflect its surrounding neighborhood, often resembling galleries rather than traditional retail shops.
Graphic branding
Aesop’s graphic design is rooted in Mid-Century Swiss Minimalism and 19th-century apothecary labels. It operates on a strict, mathematical system of grids, restrained typography, and a total absence of decorative flourishes.
Customer perception
Anti-advertising strategy
Built its global reputation through word-of-mouth, thoughtful in-store consultations (including hand-washing demonstrations), and placing signature products in the restrooms of upscale restaurants and cafes rather than relying on traditional billboards or celebrity endorsements.
Ethical & sustainable certifications
Certified as a B Corporation, Leaping Bunny cruelty-free, and vegan, with ongoing goals to increase recycled content in its packaging
Sensory focus
Celebrated for complex, plant- and essential-oil-driven aromas (such as the popular Resurrection Aromatique Hand Wash and Geranium Leaf body care lines) and an acclaimed personal fragrance collection (Marrakech Intense, Hwyl, Tacit)
Brand history
Founded in 1987 in Melbourne, Australia, by hairdresser Dennis Paphitis.
Paphitis started by mixing essential oils into hair products at his Melbourne salon, Emeis, before renaming and evolving the venture into Aesop (named after the ancient Greek fabulist).
