Aesop rebrands Dannii Minogue’s fashion label

The new identity is used across collateral including labels, tags, bags, emails and stationery. Aesop has also designed a new website, sales presentations and retail concessions for the label, which launched in 2010 and is now sold in 35 UK stockists.

Aesop was appointed earlier this year without a pitch, through an introduction. According to Aesop executive creative director Martin Grimer, it was the ‘storytelling offer’ that led Minogue and Project D co-founder, designer Tabitha Somerset-Webb, to work with the consultancy.

Grimer says, ‘The identity is reflective of the relationship between Tabitha and Dannii and the relationship that women have with their clothes.’

He adds, ‘It has a lovely vintage feel to it, which is a thread that runs through all of their collections, so it feels very natural for the brand and it’s timeless.’

The new website aims to encourage social media sharing, with constantly shifting content displayed in a ‘waterfall’ format to better showcase the collections.

Grimer says, ‘We art directed the way everything looks. We looked at how to express the vintage stuff. On the website there’s quite a reportage feel to show the vintage inspiration [behind the clothes].’