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The Brief
Published: 28 Nov 2014

Aesop: Guild of Artisans Packaging

Extra
Aesop

Australian skincare brand Aesop has taken inspiration from luxury materials for its seasonal gift range this year. Looking to exquisite craftsmanship, the brand reinforces the quality of its products through a modern interpretation of heritage – see Ancient Inspires Modern for similar approaches.

Each gift set is inspired by a different material, and features products that reflect the properties of that material. For example, the Copper set contains products from the Radiant range, while the Marble set includes products for smoother skin. The packaging of each gift box also mimics the material it represents, adding a luxurious and precious look to the finished item. The minimal packaging, which focuses on material provenance, is reminiscent of our Spring/Summer 2016 Design Direction, Perfect Ordinary.

An accompanying film depicts artisans making packaging from the six materials chosen for the gift sets – textile, timber, marble, copper, ceramic and leather – including a hand-turned wooden bottle and a carefully crafted leather tube. In addition, the website raises the profile of this level of luxury craftsmanship by highlighting practioners and the use of the selected materials in Aesop stores. See our Design Directions Unearth and Renew for more on designs that harness or extol the virtues of natural materials.

For more on high-end exquisite packaging, see the Luxury report from our Packaging Futures Industry Trend.

TOPICS: Craft
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