‘As far as we can discern, the sole purpose of human existence is to kindle a light in the darkness of mere being.’ Carl Jung. This is how Aesop, a trendy Australian brand of plant-based beauty products, opens a very contemporary yet simple web page. What's most striking about Aesop is that they take design to every corner of their brand, from their identity to their retail. Their interiors have been undertaken by big shots such as Ryann Russel, March Studio, Jo Nagasaka, amongst others. It's been said that the brand has a love affair with recycled materials (seen in the repetitive use of cardboard to display their products and sometimes even to decorate the entire retail space) and repetition of daily objects.
Aesop's atmosphere is one where the products became secondary and experiencing the brand becomes the concept. Although it might be an idea that many could argue with negative criticism, for most if not all of us designers it's a nod to the whimsical! Apothecary, contemporary, warm, classic and modern all mix into one jar of semi-natural goodness!