The Flower Power - \\' Brand Consultant

\\'

WHISPERS

ABOUT

WORK

Hi, we are \\' but you can call us double u, we, way :)

15:30

GMT+7

OFF WORK

\\'

Aeris

Rebranding

The Flower Power

Year

2023

Industry

Beauty

Scope of Work

Brand Strategy \ Visual Identity \ Brand Expression \ Packaging System \ Packaging Development \ In-Store Guideline \ Set Direction \ Styling \ Brand Guideline '

Aeris Beaute, an award-winning and swiftly rising beauty tools brand, has captivated the hearts of Indonesia’s beauty aficionados. Renowned for offering vegan, cruelty-free, and impeccably crafted tools at accessible prices, Aeris aspires to further expand its brand, extending its expertise beyond beauty tools to high-performance makeup and an innovative beauty experience. To honour this new chapter, the brand undergoes an elegant reimagining, poised to reflect its future aspirations.

“Educating others about quality is never easy, even when it meets a genuine need. Many businesses settle for 'adequate' quality, offering what customers already understand. Aeris, however, goes further, cherishing those needs and delivering an unexpectedly refined experience while continuously improving it.”

Sisiana Pradita

Brand Strategist, \\'

"To me, Aeris is more than just a brand. It is an extension of myself, my dreams, and my hopes. I have always wished for Aeris to be the catalyst for reimagining the beauty and self-care ritual as a mindful, tasteful, elegant, and refined tradition that we can always rely on, and I realized that in order to do that, the brand and its visual experience must also evolve to embody that purpose more wholly. That's why we chose to undergo this rebranding journey.”

Patricia Davina

Founder & CEO, Aeris Beauté

\ Context

Professional makeup artists (MUA) understand that high-quality brushes can elevate even budget products to a luxury finish and enhance the performance of premium ones. They wield brushes with instinctive precision, like true artists, guided by experience and vision. However, while MUAs readily invest in superior tools, others often miss out, as this intuitive expertise can feel inaccessible to those less acquainted with brushes.

Aeris is redefining the standard. Recognising the transformative power of quality brushes, it set out to make professional-grade, vegan tools accessible to all. Endorsed by notable MUAs, Aeris bridges the gap between artistry and everyday beauty. Through thoughtful education and practical innovations—such as renaming brushes based on their specific uses—it simplifies the experience, making premium tools approachable for everyone.

This is the essence of Aeris’ journey—one of Indonesia’s most successful masstige brands. It has masterfully brought luxurious beauty sophistication to the mass market without compromising elegance. At its core, the brand is committed to democratising quality beauty, offering high-performance, safe, and impact-driven products at a fair price. Now, after half a decade, Aeris is ready to bring forward its vision not only in makeup tools but also to makeup products and more all-rounder beauty categories ahead.

\ Challenge

Following the results of the brand audit, Aeris' exceptional product quality has established it as a credible brand, to the extent that it is perceived as a specialist in beauty tools. However, its ambition to become an all-round beauty brand presents a double-edged sword. While specialisation provides instant credibility within its category, expanding into other categories risks diluting this sense of expertise or creating doubt about the brand's credibility in new areas. As a result, we (Aeris and \\’) have decided to approach these rebranding activities with a careful manner.

\ Insight

We found an important discovery after we have done both secondary and primary research to both Aeris customers and beauty enthusiasts segmentations. We divided the beauty enthusiasts segment into two big groups, they are the Casual Adopters and Serious Adopters.

Generally, all respondents agree that beauty comes from within, yet today’s situation pushes it to also be reflected on the outside. The rise of beauty enthusiasts is strongly influenced by social settings, mainly in social media. The side effect of frequent life sharing in social media has made it a result-oriented landscape with a magnifying glass on someone’s significance in social settings. Their social media-driven lifestyles have created an uncomfortable competition where everyone is invited to prove their existence, show their achievement, good life, or at least to display their good looks. Besides the enjoyment of fast-paced information accessibility, there is a seamless feeling that they are in an unseen rally with someone else's lives.

Logo

Air symbolizes the intangible and the unattainable, carrying qualities of lightness, purity, and freedom. The stylized letter “A” blends elegance with modernity, its flowing curves evoking movement and subtle femininity. Drawing from the alchemical symbol of air, the Aeris logo captures purity in a distinctive, dynamic form that feels both timeless and contemporary. Its refined redesign offers stronger legibility and versatility, creating a bolder, more memorable mark that adapts seamlessly across various contexts.

Colors

Aeris’ signature palette reflects its vision of turning beauty routines into comforting pauses. Each color, Gleaming Gold, Garnet Terracotta, Rose Blush, Warm Caramel, Muted Olive, Arctic Mist, Pure White, and Solid Black, is thoughtfully selected to capture the calm, mindful essence of self-care. These tones work together to create a sense of balance and ease, translating the brand’s belief that beauty should feel less like a pressure and more like a moment of presence. Applied with intention, the palette brings harmony and consistency across every touchpoint, allowing each experience with Aeris to feel like a quiet pause, a space to reset, reconnect, and embrace beauty as an act of comfort and clarity.

Visual Expression

Every Aeris brand look reflects the idea of turning routines into comforting pauses, expressed through its signature gradient shapes. The fluid vertical curves bring a sense of calm and effortless movement, echoing the brand’s vision of beauty as a mindful and grounding experience. Soft yet dynamic, these gradients create a natural rhythm that invites moments of stillness, reminding us that beauty is about balance, presence, and comfort found in simple, intentional rituals.

Typeface

The typography is built on bold, clear structures that ensure strong readability and visual presence, with clean, distinct letterforms that make the text easy to read, larger bold weights for headers, and balanced medium weights for body text to maintain clarity. Chamfered edges add a subtle slant to the letters, bringing a modern, refined character that catches light in a unique way, adding depth and interest across digital and print applications while preserving readability. The signature wave in the Aeris logotype, inspired by the natural flow of the sky, features smooth, connected letterforms that convey calm movement and unity, giving the brand a distinctive identity that evokes comfort and quiet elegance.