Brand Identity and Elements of Aesop
You are only blessed with one face and must take care of it properly. That is where the therapeutic skin care products arrive to save the day. With a pleasantly smelling and feeling product, you will always find the motivation and time for a skincare routine. This field has become inspirational and famous in the last few years, causing many brands to enter the market and turn it into a competitive sphere. Amongst the leading skincare brands is Aesop. The latter corresponds to the differing preferences and needs of its consumers. Let’s dig deeper into why Aesop is so successful.
What is the identity of Aesop?
Aesop suggests hair, body, and skin care products that have been made with close attention to detail. These items have sensory and effectiveness in contributing to delight in the mind.
Founded in 1987, the company’s headquarters are in Melbourne; however, it also has numerous stores and offices worldwide.
Their goal has always been creating high-quality skin, body, and hair care items. The company researches deploys to deliver laboratory-made and plant-based ingredients. Those are only utilized after being tested with profound effectiveness and safety.
In every one of their exceptional stores, the consultants are trained to deliver knowledge on Aesop products to help consumers make the best purchase decisions.
All of Aesop’s products are created with sustainable designs and appeal to intelligence.
When thinking about moving to new locations, the company is more than just thinking about owning a new space for the sake of having it. It is always in Aesop’s mind to get incorporated into the energy of the location they are spreading to.
The first store was in the Melbourne bayside suburb of St Kilda. The store was an underground nook, and Aesop welcomed its initial in-store consumers.
At first, that place was a slim ramp close to an underground car park. However, it established the benchmark for upcoming architectural initiatives.
When searching for new locations, Aesop first pays attention to cooperating with what they are presented with. That is because the company wishes to operate with respect for all times: the past, present, and future.
The Brand Positioning of Aesop.
Next up, we will take a closer look at the brand positioning of Aesop, and to do that, we will discuss the Instagram post below.
We see a selection of Aesop products on the shelves, showcased incredibly aesthetically.
The post’s caption brings much more meaning and sense to the aesthetic photos we see. Aesop Oak Brook is showcasing the life-changing utilization of fire-resistant baked earth. It is meant to showcase cladding for the steel frames of Chicago high-rise buildings after the 1871 Great Fire.
Terracotta is emphasized with the ribbed clay facade tiles, with their recreation of shade and texture. We also see modular bricks in the interior to make the ornamentation manageable.
This post also brings calmness alongside the whole idea of the company, which is a reliable skin, hair, and body care company.
Is there anything specific that we can gather from this post?
The amount of thought put into this single post is one hint we can gather from it. The decoration is very in-depth, and more effort is put into this by showcasing an explanation in the caption part of the post.
This single post has grasped the attention of over 4000 individuals, judging by the number of likes on the post. The Instagram page has 1 million followers, with a consistent posting schedule of 1-2 times a week, creating lots of engagement.
The concentration on self-care is another hint from this post and the company’s overall branding on its Instagram page. It wants people to take care of themselves with natural and valuable items.
With these points in mind, we can unravel that the archetype that Aesop belongs to is the Caregiver.
- The archetype wishes to save people from damage.
- The archetype aims to support people
- The strategy of this archetype is to achieve something for other individuals.
Other companies that belong to the Caregiver archetype are Volvo, UNICEF, WWF, etc.
These are the messaging levels of the archetype.
Level One: catching somebody in need
Level Two: caring for and acquiring one’s dependents
Level Three: balancing self-care with maintenance for others
Level Four: humanitarianism, consideration for the more comprehensive world
The Caregiver provides a good identity for brands:
- That put incredible concentration on customer service, making this one of their leading competitive advantages.
- That helps families in different situations, from well-being to food.
- that focus on help in health care, education, and other caregiving fields, like politics
- That motivates people to stay in touch with one another and take care of each other.
- That encourages people to take care of themselves
- For non-profit purposes and charitable activities.
Brand archetypes: Why are they significant in practice?
The communication strategy of various brands can focus on different approaches. Those various approaches aim for other goals. However, there is a connecting core logic for all of those messages. The latter is a communication-based business strategy known for archetypal branding.
Archetypal branding assists businesses in ensuring uniqueness and clarity in how their messages are being sent and their messaging strategy in general. If you investigate inspiring quotes claiming that your company can conquer the world and be revolutionary, these quotes can hold multiple meanings. Their backstories are different, and their consequences are also different extents.
For instance, one quote concentrates on becoming a hero; another could focus on looking at the world through an entertaining lens. Communication based on archetypes involves combining these messages under one measurement and providing a more influential message.
The book “8 Steps To a Complete Archetypal Branding” uncovers how archetypes can drive your messaging strategy to guarantee its effectiveness.
Identity of Aesop
We will look at a few of the company’s positioning tactics to discuss the matter more thoroughly.
It contributes to three elements.
- The category of Aesop
- Brand differentiation: how Aesop stands out from other brands
- Core idea. What major topic does Aesop want its consumers to know?
Category
Aesop is an excellent skincare company that is enjoyed for its face creams, moisturizers, serums, night creams, etc. The leading Aesop bestselling products are Facial Cleansing Oil, Aesop Parsley Seed Anti Oxidant Serum, Face Cleansers, etc.
The face cleanser is fitting for sensitive skin because it is lightly formulated and operates to remove daily skin pollutants and oiliness. The Aesop Parsley Seed Anti-Oxidant Serum incorporates skin-softening elements and enhances the skin’s overall condition.
Benefits and differentiation
Aesop considers sameness significant because the latter can result in a strong brand identity. The company has a design that is well-thought-out so that it can keep on developing as time goes by.
The skincare brand flatters itself by suggesting an innovative retail design for its 200 global boutiques.
The company focuses on the location culture, showcasing original characteristics, and coming up with constant authentic curiosity in sustainable and intelligent design.
The company was founded in 1987 in Melbourne and has become an incredibly respectful beauty brand globally. It has stores in London, New York, Singapore, and Kyoto and offers the best quality ingredients. Aside from famous luxury skincare products, Aesop also suggests soaps, hair care products, and fragrances.
The company has established its brand on well-thought-out and high-quality design. The company has a deep interest in establishing an environmentally aware and sustainable brand identity that meets the values of its customers. They focus on modern branding through their minimalist store layouts and lenient product experience.
One of the main differentiations of the company is its special in-store experience. The sentiment of going to an Aesop store is like going to an event; it is very unlike visiting a store.
The stores are catered to the community culture where they are located, which ensures that every store is different and stands out. The uniform utilization of quality craftsmanship and minimalistic design make every store different.
Aesop showcases how brands can utilize their initial, well-thought-out designs to improve their consumers’ lives. This company concentrates on being different and unique; it does need to conform.
They spend a considerable amount of time and thought to ensure that their stores are distinctive and establish their brand extension with the help of it.
Moreover, they exhibit an increased level of respect for sustainability and the community around the local stores.
The core communication idea
The critical component behind the success of Aesop is its brand image. The company has established one of the most attractive brand programs in history. To showcase the company’s core values, Aesop aligns its service, products, and marketing communications.
The goal of Ashop is to create a premium luxury brand concentrating on demonstrating the value of its items instead of solely selling its items. The revelation takes place through the accurate alignment and branding of the company.
The corporate ethics, product quality, and dedication to design and excellence have made Aesop an industry leader. However, their leading communication idea is their value and concept.
Using elegant aesthetics and solid minimalist designs, the Aesop brand illustrates the values of luxury, design, and magnificence.
Brand Elements of Aesop
What do we mean by mentioning brand elements? Those are the logo, archetype slogan, and other features.
Let us start with the name.
The name element
There is no specific information or story behind why the brand Aesop is called Aesop. However, when picking brand names, it is essential to make them memorable and easy to pronounce, and this company has definitely done an incredible job in that.
The logo element
The logo that was made for Aesop is made of a straightforward wordmark. However, the letter “E” stands out there. It is written like “ē,” making it the most recognizable aspect of the brand’s visual identity. This simple element assists the brand in delivering the whole story of simplicity.
An elegant typeface is utilized for writing the letter e in the company logo. It has a few arched letter ends, and we see spaces between the letters, ensuring the logo looks proportional and light.
The slogan element
Just like the name element, there is no available official information on the company’s slogan; however, if there were one, it would touch upon simplicity and design, which fall among the core communication of the company.
It also touches upon standing out in every location, catering to the culture, and being well-thought-out, so the in-store experience is worthwhile.
The color element
With a simple and calm approach, the company uses primarily base colors and shades like black and white. The company is paying more particular attention to the color of its unique stores that are spread globally, not having a specific color palette in mind, but more so, having a striking approach catering to the location.
The website
The website is once again simple, with light colors, like beige, and white. The website is also straightforward to navigate, clear, and self-explanatory. At the top of the screen is a navigation bar, and every photo on the page fits the overall sentiment of the company.
The packaging
Aesop is utilizing sustainable packaging made of recycled PET made of 97% recycled material. This material consists of household plastic waste, reducing their footprint much more.
And with that, we end this blog by focusing on a skincare company, Aesop. We spoke about its identity, brand personality, brand identity, and brand elements. For more informative content like this, do not hesitate to stop by our main website, where we constantly develop something new.
