The consultancy created a black and pink logo that joins the ‘T’ and ‘W’ of brand founder Webb’s name.
Aesop describes the monogram as ‘iconic and bold – classic with a modern twist’, aiming to create a look that echoes the designs in the clothing range and works across all applications.
The consultancy says that the packaging aims to ‘take the customer on a journey of discovery.’
Design director Dan Calderwood says, ‘We constructed a box consisting of overlapping folded sections that echo the sharp angles of the monogram.
‘We wanted to create an original piece with an element of ‘theatricality”’.
The boxes contain a card within a pink envelope; while swing tags bear the words ‘Tabitha Webb, With Love’. The packaging is finished with a black monogrammed sticker reading ‘Love More, Worry Less’.
The identity is used across all touch points including packaging and the e-commerce site, which features larges images and hosts social area ‘small talk’, where Webb will share news with site visitors. The area will also be a ‘home for PR and celebrity “spottings”’, says Aesop.