The relentless pursuit of brand aesthetic

Have you been to an Aesop brick and mortar? They are objectively stunning.

Every product is arranged in pixel perfect display, and their space is complete with not one, but two, farm style sinks in the center. When you step in, they invite you to wash your hands with their body balm and hand you a warm towel just before offering their body balm (try the grapefruit infused Rind Concentrate — yes, it’s $100 💀 and yes, it is delightful).

But as much as I love spending an unexpected $140 in the blink of an eye, I can do that at Target, Trader Joe’s, or most stores on a Saturday (adding “efficient weekend shopper” to my resume momentarily).

But Aesop isn’t a store. It’s an experience. It’s a temporary break from reality and trip to a spa. Aesop is the perfect reflection of the relentless pursuit of aesthetic.

Brand aesthetic comes down to one thing —
the relentless pursuit of details.

Whether you’re opening a brick and mortar, serving clients, or hosting a dinner, the biggest creativity can come down to the smallest details.

Some of my other favorite brand aesthetics right now are Cadence, Sonos, and Beis (I just went to their LA brand event - more about that soon!). I’d love to hear some of yours!