This week I visited an Aesop shop, not for the first time, but going there again still gave me a distinctive calm, thoughtful and considered personality that comes from the brand. The space is warm and intimate, dimly lit with a light elegance, and natural materials such as wood and stone dominate the environment. From the minimalist, home-like display of products to the subtle scent of plants in the air, every detail creates an atmosphere of serenity and sophistication.
Aesop’s branding and interior design is minimalist but not uninteresting. The entire branding system tone of voice has a feeling of softness and natural strength, giving the impression that every item and placement has been carefully considered. The staff, dressed in neutral tones, also embodied this air of calmness for me. They were approachable but not abrupt, offering product knowledge only when I enquired, which creates a sense of trust and respect with a focus on the consumer’s own experience. It’s not a hard-sell environment, but one that invites the consumer to explore and engage at their own pace.
Aesop’s brand personality I think is highly aligned with the Caregiver prototype. The natural aesthetic and subtle elegance of the shop exudes an air of nurturing and well-being, which coincides with the compassionate, generous and trustworthy caregiver identity. This philosophy is further reinforced by the products themselves, which focus on skincare and self-care. From the calming music to the soft lighting and organised shelves, everything about the space is designed to give you a sense of the unique qualities that come from being a caregiver.
This is the reason why I chose Aesop, it makes me feel that Aesop as a brand is more than just a display of products. It’s more about conveying a concept of mindfulness and holistic health, so that customers can experience not only the products, but also a way of life in that store.
Aesop Poster collage
Leave a Reply