The current design aesthetic of the luxury cosmetics brand, Aesop, is clean and straightforward. However, in the brand's attempt to maximize streamlined efficiency, there is a loss in legibility and individuality. Function for the sake of function alone lacks creativity and sustainability.
I sought to remedy this using the brand's own voice and seldom-used color palette, creating labels that not only help individual items stand out but still maintain a sense of intelligence, belonging, and togetherness. The words and values remain—simply elevated to colorful, bold forms and a united, passionate voice.