Aeste
Aeste offers premium aromatherapy and home fragrance products, including oils, diffusers, and candles. These are designed to create a soothing atmosphere, offering an escape from the hustle and bustle of modern life. Aeste high-quality scents, inspired by an English country garden and featuring notes of Lavender, Magnolia, and Bergamot Orange, are perfect for transforming any space into a tranquil sanctuary.
Brand identity
At the heart of the brand lies the transformative power of scent, with each aroma designed to whisk you away to a tranquil, zen-like space. This concept blossoms visually into 'scent trails' – graphic elements woven throughout the brand identity. These graphic elements establish a cohesive aesthetic, capturing the flowing, relaxed nature of Aeste's fragrances and underscoring the escapism they provide, inviting consumers to curate their own peaceful safe haven.
Year
2025
Conceptual
Design
Visual Identity
Branding
Packaging Design
Illustration
Art Direction
Copy writing
Motion
The identity is built around the concept of scent trails, inspired by the fluid movement of incense smoke. These flowing graphic forms become a unifying device across the logo, packaging and campaign communications, visually representing fragrance moving through space and reinforcing the brand's promise of escapism.
Tone of voice
The brand voice of Aeste establishes a stillness that draws people into the brand experience, and the design visually reinforces this calm. To articulate this modern yet elegant tone without sacrificing its premium feel, the typography combines a clean sans-serif (Field) with a contemporary serif (Montserrat).
Colour palette
A refined colour palette transitions from deep indigo through soft lavender to near-white, symbolising a movement from intensity towards calm. Elegant typography and restrained layouts balance premium sophistication with a sense of serenity, while art-directed imagery creates immersive, tranquil environments that support the emotional positioning of the brand.
Advertising
Aeste's design harmoniously blends art and graphic elements to celebrate its aromas. Paintings, chosen to spotlight core scents and capture the essence of tranquil, otherworldly escapism, invite customers into serene environments. Supporting these are graphic scent trails, inspired by the fluid movement of incense smoke. These trails visually suggest scent and aroma, anchoring the brand's core message: ‘the scent to escapism.’ These graphic scent trails are integrated throughout the branding, appearing as solid shapes, linear strokes, or layered textures on photographs and solid brand colours.
Packaging
Aeste's packaging—from bottles to candles and exterior boxes visually communicates the aroma held within. Delicate linear scent trails are used to subtly define the shapes of bottles and candles, fostering a cohesive brand identity and resulting in an airy, aesthetically pleasing presence ideal for home display. For exterior packaging (boxes), the scent trails transform into solid frames that highlight the core scents. This minimalist approach provides negative space for the logo and information, preserving the brand's premium feel.
