Brand Pundit: Aesop

Oh, Aesop. From your minimalist, apothecary-inspired packaging, to your insistence on a unique design for each retail sanctuary, we applaud you.

But it’s your content each month — provocative quotes and articles, unexpected design language, and even events (an evening of poetry, perhaps?) that really impress. It’s a way to not only deliver emails that people actually open, but lift your brand out of “just skincare” and into something bigger.

Here are three lessons from Aesop’s content:

1. Know your audience: Not just demographics, but who they actually are. What they eat, where they are on Sunday mornings, what they read in bed.
2. Find a way to be more than what you sell: Aesop isn’t just writing about moisturizer — they’re writing about Elizabeth Bishop. Or the Rodin Museum. They’ve identified a bigger brand idea,“well-considered design improving lives” and moved it way, way beyond product.
3. Visuals matter: They’re half of the story — spend the time to make them sing.

Do you want to stop re-inventing the wheel with every piece of content you create? We can help. Learn more about DriveThru Branding here.