Brand Identity & Packaging

Aesop

Every city deserves a letter.

Supplied brand reference

Aesop's own kit, for reference. The brand already packages ritual; the City Edition only changes the words.

The brief / 01

A limited City Edition hand wash that writes one short love letter to Boston and one to Beijing, printed on the label in English and Chinese.

Brand Identity & PackagingStrategy / Concept / Creative directionExplore the work / 4 images ↓

01Challenge

Aesop speaks in literature and quiet design. A city edition usually means a skyline on the box, which is exactly what Aesop would never do. The task: make a global brand feel local without raising its voice.

Aesop City Edition bottle on a Boston bus shelter poster — OOH · Concept executionOOH · Bus shelter. One bottle, one line. It reads like a page from a book, not an ad.

02Insight

Nobody falls for a city all at once. You fall for the small things you pass every day: a window, a street lamp, the first cup of tea in a courtyard.

Split Boston and Beijing City Edition billboard — OOH · Concept executionOOH · Billboard. Boston on one side, Beijing on the other, drawn in the same thin line. Two cities, one way of looking.

03Concept

City Edition. Same formula, same amber bottle. Only the label changes: one line written to the city itself, in its own language and in English. Keep it at home, or carry it back as a letter.

Aesop amber bottle and existing boxed product range — Supplied brand referenceAesop's existing range, for reference. The edition lives inside this system instead of redesigning it.

Why it works

Aesop's voice is literary and its packaging is quiet. The edition uses both: the words carry the city, and the bottle stays exactly as it is.

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