Aesop takes off with high-flying innovation report designs

Aesop has designed the cover for GDR Creative Intelligence’s 50th Global Innovation Report, creating a series of folded paper aeroplanes by hand.

Close up of the cover
Close up of the cover

The report draws together the findings of GDR, which researches and analyses retail trends, showcasing a selection of projects from design studios around the world.

Three planes
Three planes

Aesop was appointed to the project in July without a pitch, having worked on a Birra Moretti project that has appeared in previous GDR Creative Intelligence reports.

The planes were created using previous report covers.
The planes were created using previous report covers.

The consultancy created the strapline 50 Editions of Ideas that Fly, and used covers from previous editions as the materials for folded paper planes.

GDR cover.

Each plane was then suspended from wire and individually photographed.

Martin Grimer, Aesop executive creative director, says, ‘We combined our love of books with our knack for origami to celebrate GDR Creative Intelligence’s soaring spirit and devotion to progress in the industry’.

The gold insert.
The gold insert.

Each issue features a piece of gold paper in the inside cover, allowing readers to create their own paper plane.

Making the planes
Making the planes

Aesop says, ‘For a hectic few weeks, Aesop was transformed into a miniature airfield, while we perfected the aerodynamics of a perfect paper plane. We wanted the recipients of the report to experience that same school-day reminiscence, which lead to the idea of the gold plane inserts.’

The report alongside a golden plane
The report alongside a golden plane

Latest articles