The Aesop Foundation
We partnered with Aesop to shape the visual and editorial direction for The Aesop Foundation. The work communicates its philanthropic vision with clarity and purpose, balancing elegance with empathy.
Challenge
A foundation in need of its own distinct voice.
The Aesop Foundation was created to champion the power of storytelling for cultural and social change. Yet it needed an identity that could communicate its vision with clarity and gravitas, while still feeling aligned with the Aesop brand. The challenge lay in balancing restraint and elegance with the empathy and accessibility required of a philanthropic initiative. It needed to create distinction without disconnection, carving a space where its purpose could resonate authentically.
Solution
We built a system where words carry weight.
We worked with Aesop to develop a visual and editorial direction that embodies the Foundation’s philanthropic mission. The identity is rooted in language, designed to let words take centre stage and convey the power of storytelling. This was balanced with a refined visual system that carried the quiet elegance of Aesop while introducing a softer, more empathetic tone. From typography to editorial design, every choice reinforced the Foundation’s role in creating cultural impact through narrative.
Results
An identity that communicates purpose with clarity.
The Aesop Foundation emerged with a distinct but connected identity, one that speaks with both elegance and humanity. The direction allows it to stand as a credible philanthropic organisation while remaining tied to the wider Aesop world. By balancing clarity with empathy, the Foundation can now communicate its mission more effectively, building trust and resonance with the communities it seeks to support.
