Aesthete & Co.
A complete brand identity system for a luxury goods company — from strategy through visual language, packaging, and digital presence.
Project Details
Client
Aesthete & Co.
Industry
Luxury Goods
Services
Brand Strategy, Visual Identity, Packaging, Digital Design
Year
2025
Duration
4 months
The Challenge
Aesthete & Co. came to us at a pivotal moment. After five years of organic growth in the luxury goods market, their visual identity no longer reflected the sophistication of their products or the discerning taste of their clientele. They needed a brand that could stand alongside the world's most recognized luxury houses.
The challenge was clear: create a brand identity system that feels timeless rather than trendy, that communicates quality through restraint, and that works seamlessly across physical packaging, retail environments, and digital touchpoints.
We began with an intensive discovery phase — immersing ourselves in the brand's heritage, interviewing loyal customers, and studying the competitive landscape. This research revealed a core truth: Aesthete & Co.'s customers don't buy products, they invest in a philosophy of intentional living.
Our Approach
Strategic Foundation
We defined a brand positioning rooted in the concept of "considered luxury" — products chosen with intention, not impulse. This informed every visual and verbal decision that followed.
Visual Language
The identity system centers on a refined wordmark paired with a monogram that works at any scale. The color palette draws from natural materials — warm stone, aged leather, and matte black — evoking permanence and craft.
Tactile Experience
Packaging was designed to be an experience in itself — uncoated stocks, debossed details, wax seals, and handwritten notes. Every touchpoint reinforces the brand's commitment to craftsmanship.
The Results
340%
Increase in brand recognition
2.8x
Growth in direct-to-consumer sales
96%
Customer satisfaction score
15+
Industry awards & features
The rebrand launched to immediate acclaim, with features in Wallpaper*, Monocle, and It's Nice That. Within six months, Aesthete & Co. reported a 2.8x increase in direct-to-consumer sales and expanded into three new international markets. The identity system continues to evolve gracefully as the brand grows.
"Studio Forma didn't just redesign our brand — they helped us understand who we truly are. The result feels inevitable, like it was always meant to be this way."
Catherine Dubois, Founder & Creative Director
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