The Flower Power
The Flower Power
The Flower Power
The Flower Power
The Flower Power
Rebranding \ Aeris Beauté — 2023
Rebranding \ Aeris Beauté — 2023
Rebranding \ Aeris Beauté — 2023
Rebranding \ Aeris Beauté — 2023
Rebranding \ Aeris Beauté — 2023
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.
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.
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.
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.
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.”
“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.”
“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.”
“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.”
“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, \\'
Sisiana Pradita
Brand Strategist, \\'
Sisiana Pradita
Brand Strategist, \\'
Nisa Arby
Founder of Human on Wheels
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.”
“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.”
“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.”
“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.”
“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
Patricia Davina
Founder & CEO, Aeris Beauté
Nisa Arby
Founder of Human on Wheels
Context
Context
Context
Insight
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.
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.
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.
HOW's past success is deeply rooted in its perceptiveness to wheeler communities. Unlike most typical media in its field, it emphasizes the emotional narrative of people on wheels, rather than mere specifications, prices, or performance. HOW believes that behind every wheel, there is passion and personal stories that make enthusiasts' hobbies meaningful. These experiences often extend to a network where everyone feels instantly connected due to shared enthusiasm. In short, HOW shares a human-side perspective, showing that people on wheels are more than their rides or hobbies, but emotional beings finding meaning in their enthusiasm.
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.
Challenge
Challenge
Challenge
Challenge
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.
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.
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.
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.
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
Insight
Insight
Insight
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.
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.
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.
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.
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.
Interestingly, both Casual and Serious Adopters have a shared meaning about makeup and skincare. Both groups are looking at those activities as complex and difficult activities that not only need financial investment but also time and a learning process because they are considered as skills. Even though they share similar meanings, they have different circumstances that divide their attitude towards the activities.
The Serious Adopters tend to have higher conscientiousness compared to the Casual Adopters. It makes The Serious Adopters look at beauty activities as an effort to become a decent individual in a social setting—looking good equals to appreciating others. Both Casual and Serious Adopters are experiencing a learning phase, however, the Serious Adopters tend to take it seriously by learning about it more extensively. As a result, the Serious Adopters tend to get compliments for their makeup looks. It only makes them learn even harder out of strong enthusiasm, which leads them to have a more keen eye in comparing themselves to others. A double-edged sword, where it enables them to learn even more progressively, it also may increase their discomfort of the perceived social competition.
Amongst all, Aeris customers are spreading across both segments, and both agree that Aeris is a specialty brand for beauty tools. The Casual Adopters are fueled by their curiosity from beauty influencers and their effortless makeup application, utilising makeup tools. To The Casual Adopters, Aeris is a friendly makeup tool for their first experience. On the other hand, to The Serious Adopters who have a deeper understanding of the importance of the makeup tools, Aeris is their best deal option. It is true to the brand's promise of quality at a fair price. They find Aeris vegan brushes are unexpectedly very soft on their skin, with quality at the price point offered by Aeris. The softness is very enjoyable to the point that it comforts their mood during the process.
Interestingly, both Casual and Serious Adopters have a shared meaning about makeup and skincare. Both groups are looking at those activities as complex and difficult activities that not only need financial investment but also time and a learning process because they are considered as skills. Even though they share similar meanings, they have different circumstances that divide their attitude towards the activities.
The Serious Adopters tend to have higher conscientiousness compared to the Casual Adopters. It makes The Serious Adopters look at beauty activities as an effort to become a decent individual in a social setting—looking good equals to appreciating others. Both Casual and Serious Adopters are experiencing a learning phase, however, the Serious Adopters tend to take it seriously by learning about it more extensively. As a result, the Serious Adopters tend to get compliments for their makeup looks. It only makes them learn even harder out of strong enthusiasm, which leads them to have a more keen eye in comparing themselves to others. A double-edged sword, where it enables them to learn even more progressively, it also may increase their discomfort of the perceived social competition.
Amongst all, Aeris customers are spreading across both segments, and both agree that Aeris is a specialty brand for beauty tools. The Casual Adopters are fueled by their curiosity from beauty influencers and their effortless makeup application, utilising makeup tools. To The Casual Adopters, Aeris is a friendly makeup tool for their first experience. On the other hand, to The Serious Adopters who have a deeper understanding of the importance of the makeup tools, Aeris is their best deal option. It is true to the brand's promise of quality at a fair price. They find Aeris vegan brushes are unexpectedly very soft on their skin, with quality at the price point offered by Aeris. The softness is very enjoyable to the point that it comforts their mood during the process.
Interestingly, both Casual and Serious Adopters have a shared meaning about makeup and skincare. Both groups are looking at those activities as complex and difficult activities that not only need financial investment but also time and a learning process because they are considered as skills. Even though they share similar meanings, they have different circumstances that divide their attitude towards the activities.
The Serious Adopters tend to have higher conscientiousness compared to the Casual Adopters. It makes The Serious Adopters look at beauty activities as an effort to become a decent individual in a social setting—looking good equals to appreciating others. Both Casual and Serious Adopters are experiencing a learning phase, however, the Serious Adopters tend to take it seriously by learning about it more extensively. As a result, the Serious Adopters tend to get compliments for their makeup looks. It only makes them learn even harder out of strong enthusiasm, which leads them to have a more keen eye in comparing themselves to others. A double-edged sword, where it enables them to learn even more progressively, it also may increase their discomfort of the perceived social competition.
Amongst all, Aeris customers are spreading across both segments, and both agree that Aeris is a specialty brand for beauty tools. The Casual Adopters are fueled by their curiosity from beauty influencers and their effortless makeup application, utilising makeup tools. To The Casual Adopters, Aeris is a friendly makeup tool for their first experience. On the other hand, to The Serious Adopters who have a deeper understanding of the importance of the makeup tools, Aeris is their best deal option. It is true to the brand's promise of quality at a fair price. They find Aeris vegan brushes are unexpectedly very soft on their skin, with quality at the price point offered by Aeris. The softness is very enjoyable to the point that it comforts their mood during the process.
Interestingly, both Casual and Serious Adopters have a shared meaning about makeup and skincare. Both groups are looking at those activities as complex and difficult activities that not only need financial investment but also time and a learning process because they are considered as skills. Even though they share similar meanings, they have different circumstances that divide their attitude towards the activities.
The Serious Adopters tend to have higher conscientiousness compared to the Casual Adopters. It makes The Serious Adopters look at beauty activities as an effort to become a decent individual in a social setting—looking good equals to appreciating others. Both Casual and Serious Adopters are experiencing a learning phase, however, the Serious Adopters tend to take it seriously by learning about it more extensively. As a result, the Serious Adopters tend to get compliments for their makeup looks. It only makes them learn even harder out of strong enthusiasm, which leads them to have a more keen eye in comparing themselves to others. A double-edged sword, where it enables them to learn even more progressively, it also may increase their discomfort of the perceived social competition.
Amongst all, Aeris customers are spreading across both segments, and both agree that Aeris is a specialty brand for beauty tools. The Casual Adopters are fueled by their curiosity from beauty influencers and their effortless makeup application, utilising makeup tools. To The Casual Adopters, Aeris is a friendly makeup tool for their first experience. On the other hand, to The Serious Adopters who have a deeper understanding of the importance of the makeup tools, Aeris is their best deal option. It is true to the brand's promise of quality at a fair price. They find Aeris vegan brushes are unexpectedly very soft on their skin, with quality at the price point offered by Aeris. The softness is very enjoyable to the point that it comforts their mood during the process.
Interestingly, both Casual and Serious Adopters have a shared meaning about makeup and skincare. Both groups are looking at those activities as complex and difficult activities that not only need financial investment but also time and a learning process because they are considered as skills. Even though they share similar meanings, they have different circumstances that divide their attitude towards the activities.
The Serious Adopters tend to have higher conscientiousness compared to the Casual Adopters. It makes The Serious Adopters look at beauty activities as an effort to become a decent individual in a social setting—looking good equals to appreciating others. Both Casual and Serious Adopters are experiencing a learning phase, however, the Serious Adopters tend to take it seriously by learning about it more extensively. As a result, the Serious Adopters tend to get compliments for their makeup looks. It only makes them learn even harder out of strong enthusiasm, which leads them to have a more keen eye in comparing themselves to others. A double-edged sword, where it enables them to learn even more progressively, it also may increase their discomfort of the perceived social competition.
Amongst all, Aeris customers are spreading across both segments, and both agree that Aeris is a specialty brand for beauty tools. The Casual Adopters are fueled by their curiosity from beauty influencers and their effortless makeup application, utilising makeup tools. To The Casual Adopters, Aeris is a friendly makeup tool for their first experience. On the other hand, to The Serious Adopters who have a deeper understanding of the importance of the makeup tools, Aeris is their best deal option. It is true to the brand's promise of quality at a fair price. They find Aeris vegan brushes are unexpectedly very soft on their skin, with quality at the price point offered by Aeris. The softness is very enjoyable to the point that it comforts their mood during the process.
Idea
Idea
Idea
Idea
Idea
We were provoked by their perception of beauty activities as complex and difficult activities that require financial, time, and energy investment. Such activities may become painful if they feel obligated by society to do them, but it may become a pleasant activity when it is seen as a daily self-care. Hence, Aeris, as a brand, has a vision to turn every personal beauty occasion into a comforting pause that can be enjoyed by everyone. As we put our makeup on, we may take it as a pause from reality to rest our minds and comfort our souls for a while. To turn every beauty activity into a comforting pause, all it needs is just new awareness that they are consciously taking a pause through these activities. It will work even better if supported by supportive supplies.
Psychologically, a pause is different from daydreaming or doing nothing. Pause is being conscious about our presence and our surroundings by doing pleasant, simple activities. It is a rewarding experience that is encouraged by experts for everyone. By taking a pause a few times daily, we are not only calming ourselves. It helps us to have better mental clarity by reconnecting with ourselves and rediscovering what truly matters in our lives.
It becomes Aeris' vision to turn every beauty ritual into a comforting pause that helps the A-list to let out the beauty of their souls. Just like a flower which requires an incubation period as a flower bud before it blooms as a beautiful flower. This idea becomes Aeris’s core brand identity. As it also resonates with Aeris' plans to incorporate flowers on its upcoming makeup products, as if the brushes are the flower buds for its brand.
Lastly, Aeris is not just levelling up beauty tools. It is redefining the rhythm of self-care, turning routine into ritual, and pressure into pause.
We were provoked by their perception of beauty activities as complex and difficult activities that require financial, time, and energy investment. Such activities may become painful if they feel obligated by society to do them, but it may become a pleasant activity when it is seen as a daily self-care. Hence, Aeris, as a brand, has a vision to turn every personal beauty occasion into a comforting pause that can be enjoyed by everyone. As we put our makeup on, we may take it as a pause from reality to rest our minds and comfort our souls for a while. To turn every beauty activity into a comforting pause, all it needs is just new awareness that they are consciously taking a pause through these activities. It will work even better if supported by supportive supplies.
Psychologically, a pause is different from daydreaming or doing nothing. Pause is being conscious about our presence and our surroundings by doing pleasant, simple activities. It is a rewarding experience that is encouraged by experts for everyone. By taking a pause a few times daily, we are not only calming ourselves. It helps us to have better mental clarity by reconnecting with ourselves and rediscovering what truly matters in our lives.
It becomes Aeris' vision to turn every beauty ritual into a comforting pause that helps the A-list to let out the beauty of their souls. Just like a flower which requires an incubation period as a flower bud before it blooms as a beautiful flower. This idea becomes Aeris’s core brand identity. As it also resonates with Aeris' plans to incorporate flowers on its upcoming makeup products, as if the brushes are the flower buds for its brand.
Lastly, Aeris is not just levelling up beauty tools. It is redefining the rhythm of self-care, turning routine into ritual, and pressure into pause.
We were provoked by their perception of beauty activities as complex and difficult activities that require financial, time, and energy investment. Such activities may become painful if they feel obligated by society to do them, but it may become a pleasant activity when it is seen as a daily self-care. Hence, Aeris, as a brand, has a vision to turn every personal beauty occasion into a comforting pause that can be enjoyed by everyone. As we put our makeup on, we may take it as a pause from reality to rest our minds and comfort our souls for a while. To turn every beauty activity into a comforting pause, all it needs is just new awareness that they are consciously taking a pause through these activities. It will work even better if supported by supportive supplies.
Psychologically, a pause is different from daydreaming or doing nothing. Pause is being conscious about our presence and our surroundings by doing pleasant, simple activities. It is a rewarding experience that is encouraged by experts for everyone. By taking a pause a few times daily, we are not only calming ourselves. It helps us to have better mental clarity by reconnecting with ourselves and rediscovering what truly matters in our lives.
It becomes Aeris' vision to turn every beauty ritual into a comforting pause that helps the A-list to let out the beauty of their souls. Just like a flower which requires an incubation period as a flower bud before it blooms as a beautiful flower. This idea becomes Aeris’s core brand identity. As it also resonates with Aeris' plans to incorporate flowers on its upcoming makeup products, as if the brushes are the flower buds for its brand.
Lastly, Aeris is not just levelling up beauty tools. It is redefining the rhythm of self-care, turning routine into ritual, and pressure into pause.
Delving deeper into the brand, initiated by women, HOW brings a unique perspective to the media. It aims to defy the notion of wheels as a 'big boy toy' by spotlighting more women. Amidst COVID-19, HOW empathized with the less fortunate around wheels and initiated a social program to enable fortunate wheelers to help those on the streets. Our discussions with HOW lead to a higher brand ambition, where HOW is not only providing a more humanist approach to content but also creating betterment for the future.
This aligns with the history of the wheel itself, considered one of the most organic human advancements in easing goods mobility through rotating axles and solid wood discs. Its design has evolved, but since its inception, it has brought betterment to human civilization, from functional to emotional impact.
We were provoked by their perception of beauty activities as complex and difficult activities that require financial, time, and energy investment. Such activities may become painful if they feel obligated by society to do them, but it may become a pleasant activity when it is seen as a daily self-care. Hence, Aeris, as a brand, has a vision to turn every personal beauty occasion into a comforting pause that can be enjoyed by everyone. As we put our makeup on, we may take it as a pause from reality to rest our minds and comfort our souls for a while. To turn every beauty activity into a comforting pause, all it needs is just new awareness that they are consciously taking a pause through these activities. It will work even better if supported by supportive supplies.
Psychologically, a pause is different from daydreaming or doing nothing. Pause is being conscious about our presence and our surroundings by doing pleasant, simple activities. It is a rewarding experience that is encouraged by experts for everyone. By taking a pause a few times daily, we are not only calming ourselves. It helps us to have better mental clarity by reconnecting with ourselves and rediscovering what truly matters in our lives.
It becomes Aeris' vision to turn every beauty ritual into a comforting pause that helps the A-list to let out the beauty of their souls. Just like a flower which requires an incubation period as a flower bud before it blooms as a beautiful flower. This idea becomes Aeris’s core brand identity. As it also resonates with Aeris' plans to incorporate flowers on its upcoming makeup products, as if the brushes are the flower buds for its brand.
Lastly, Aeris is not just levelling up beauty tools. It is redefining the rhythm of self-care, turning routine into ritual, and pressure into pause.
Logo
Colors
Colors
Colors
Colors
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.
Color Palette
Colors
Colors
Colors
Colors
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.
Our logo's primary color is a vibrant red, symbolizing our community's energetic and united spirit. This bold red gives our brand an iconic and memorable identity. We've paired it with classic white and black; white brings a clean, inviting feel, and black gives a sense of elegance and strength.
Our logo's primary color is a vibrant red, symbolizing our community's energetic and united spirit. This bold red gives our brand an iconic and memorable identity. We've paired it with classic white and black; white brings a clean, inviting feel, and black gives a sense of elegance and strength.
Our logo's primary color is a vibrant red, symbolizing our community's energetic and united spirit. This bold red gives our brand an iconic and memorable identity. We've paired it with classic white and black; white brings a clean, inviting feel, and black gives a sense of elegance and strength.
Our logo's primary color is a vibrant red, symbolizing our community's energetic and united spirit. This bold red gives our brand an iconic and memorable identity. We've paired it with classic white and black; white brings a clean, inviting feel, and black gives a sense of elegance and strength.
The Comfort Gradient
Visual Expression
Visual Expression
Visual Expression
Visual Expression
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.
The visual expression of the brand is inspired by the principle of movement, specifically the transition through a vehicle's gearbox. The design reflects the progressive nature of changing gears—each step up represents an increase in intensity and momentum. As we shift from gear one to gear six, the elements become more elongated and sheared, mirroring the acceleration and power of a vehicle as it moves through its paces.
The visual expression of the brand is inspired by the principle of movement, specifically the transition through a vehicle's gearbox. The design reflects the progressive nature of changing gears—each step up represents an increase in intensity and momentum. As we shift from gear one to gear six, the elements become more elongated and sheared, mirroring the acceleration and power of a vehicle as it moves through its paces.
The visual expression of the brand is inspired by the principle of movement, specifically the transition through a vehicle's gearbox. The design reflects the progressive nature of changing gears—each step up represents an increase in intensity and momentum. As we shift from gear one to gear six, the elements become more elongated and sheared, mirroring the acceleration and power of a vehicle as it moves through its paces.
The visual expression of the brand is inspired by the principle of movement, specifically the transition through a vehicle's gearbox. The design reflects the progressive nature of changing gears—each step up represents an increase in intensity and momentum. As we shift from gear one to gear six, the elements become more elongated and sheared, mirroring the acceleration and power of a vehicle as it moves through its paces.
Typeface
Typeface
Typeface
Typeface
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.
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.
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.
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.
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.
AERIS
Werlynn
Patricia Davina
Sharfina Jasmine
Angela Merici
Angela Merici
Angela Merici
Angela Merici
Eka Novianti Pratiwi
Thalia R. Putri
Salwa F. Sabrina
Photography
Werlynn
Vony Wong
The Taable
Angela Merici
Angela Merici
Angela Merici
Angela Merici
Werlynn
The Binary
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Al Ghiffari
Danu Karunia
Radhin Mazaya
Radhin Mazaya
Agung Kristiadi
Lintang Subiyantoro
Ilham Fadhlurrahman
Yohanes Adi
Sisiana Pradita
Sisiana Pradita
Wildan Ilham
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Resonant Strategy Expertly Executed.
Resonant Strategy Expertly Executed.
Resonant Strategy Expertly Executed.
Resonant Strategy Expertly Executed.
Resonant Strategy Expertly Executed.
©2025—Indonesia
©2025—Indonesia
©2025—Indonesia
©2025—Indonesia
©2025—Indonesia
Jakarta
Jakarta
Jakarta
Jakarta
Jakarta
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