Bloom is now Rainbrand

(Brand guidelines) // Beauty and personal care

Aesop brand
guidelines

Aesop’s logo, colors, fonts, voice, and dos and don’ts, from the Brand Skill Rainbrand built from aesop.com.

Download the Brand Skill
Aesop wordmark
  • Warm off-white#FFFEF2
  • Soft charcoal#333333
  • Black#000000
  • Warm neutral#D4D3CA

About Aesop

Aesop makes skin, hair, body, fragrance and home formulations with meticulous attention to efficacy, sensory pleasure and considered design. Its identity brings together utilitarian, modest forms; a thoughtful, literary voice; and an enduring interest in how products and places relate to their surroundings.

Use Aesop’s own wordmark as the primary brand signature, in black or white to suit the background. Keep the artwork clear and intact; do not treat photography, product labels or partner marks as logos.

Aesop colors

  • Warm off-white

    Page background

    HEX
    RGB

  • Soft charcoal

    Text

    HEX
    RGB

  • Black

    Wordmark

    HEX
    RGB

  • Warm neutral

    Dividers and secondary surfaces

    HEX
    RGB

  • Muted grey

    Secondary text

    HEX
    RGB

Aesop fonts

  • Suisse Int’l

    Headings · 400, Body · 400, Buttons · 400

  • Zapf Humanist 601

    Editorial headings and quotes

Font names only. The Brand Skill download doesn’t include font files.

Aesop’s voice

Write with measured intelligence and sensory specificity. Aesop’s voice is literary without becoming obscure: it can turn a product introduction into a small invitation to think, while remaining informative about ingredients, function and use. Pair evocative language with clear, grounded explanation. Use natural, considered sentence rhythms and occasional dry wit; avoid generic hype and unsupported claims.

  • “A sincere interest in intelligent and sustainable design extends to every aspect of Aesop’s workings”
  • “Scents for the nose, stories for the mind”
  • “Each fragrance a fable. Each fable a question. Each question an invitation to pause and ponder”
  • “A fable about imperfection told through scent, it creates an accord of Pure Air via Geranium, Lavandin and Rosemary, grounded by the textured warmth of Nutmeg”
  • “A respectful response to function and setting”

Dos and don’ts

Do

  • Keep the Aesop wordmark clear, intact and appropriately placed.
  • Use the muted, earthy palette with restraint; let product and editorial imagery bring in additional color.
  • Make products and packaging look functional, modest and carefully considered.
  • Connect sensory language with clear information about product character, function or use.
  • Use literary ideas and considered detail to invite thought without obscuring the message.
  • Treat architecture and environments as responsive to local context and what is already present.
  • Make sustainability statements specific to the relevant formulation, package or initiative.

Don’t

  • Don’t distort, redraw or decorate the Aesop wordmark.
  • Don’t make the visual identity loud, ornamental or needlessly luxurious.
  • Don’t use generic botanical styling in place of a purposeful product or editorial idea.
  • Don’t rely on empty superlatives, hard-sell language or unsupported product claims.
  • Don’t let poetic copy obscure useful product information.
  • Don’t impose a design on a place when a locally responsive approach is appropriate.
  • Don’t make broad environmental or ethical claims that exceed Aesop’s stated commitments.

More from the Brand Skill

Design philosophy

Design for function, setting and longevity. Aesop values utilitarian objects made with care, forms that are pleasing without excess, and spaces that respond to what is already there. For environments, work with local context and materials; make a thoughtful addition rather than an imposing statement. For products and communications, let clarity, material honesty and sensory detail work together.

Aesop’s fragrance world pairs aromatic contrasts with narrative: botanical ingredients, an unexpected accord and a literary prompt can coexist in one experience. Keep these elements purposeful and connected, rather than using botanical decoration as a generic styling device.

Brand-world imagery

Build the visual world around thoughtful composition, sensory details and a sense of place. Aesop’s editorial imagery brings together products, botanical references, literature, art, architecture and everyday environments. Favor considered arrangements, tactile surfaces, nuanced light and purposeful negative space over generic luxury cues. Treat each image as a distinct editorial moment; do not force every composition into one fixed formula.

Packaging and product imagery

Show Aesop products as useful, carefully made objects. Packaging is minimalist and functional: bottles, tubes and jars are modest in form, with labels that remain legible and an emphasis on material, texture and proportion. Use product photography to reveal the formulation, vessel and context rather than adding decoration for its own sake. Amber bottles, dark caps, restrained typography and tactile cartons are recurring visual cues; product-specific packaging may vary.

Sustainability

Represent Aesop’s sustainability commitments accurately and specifically. Its stated principles include responsibly sourced, vegan formulations; opposition to animal testing; considered packaging; circularity through refill, reuse and recycling; and environmental and social responsibility. Avoid turning a particular material, program, certification or current target into a universal claim beyond its stated scope.

Aesop describes its packaging as functional and modest, with attention to environmental impact. When discussing packaging, be precise about the particular vessel, material and recycling guidance rather than suggesting every component is handled the same way.

Download Aesop’s Brand Skill

A Brand Skill is a folder of brand guidance written for agents. Give it to Claude, ChatGPT, Cursor or another agent and ask it to follow Aesop’s guidelines. It starts at SKILL.md, which points to the right file for each task.

This copy includes the guidance and logos. It leaves out the reference images and font files.

Download the Brand Skill

aesop-brand-skill/

├ SKILL.md

├ README.md

├ references/

│ ├ dos-and-donts.md

│ ├ colors.md

│ ├ design-philosophy.md

│ ├ imagery-brand-world.md

│ ├ voice.md

│ ├ packaging-and-product-imagery.md

│ ├ logo.md

│ ├ sustainability.md

│ └ typography.md

└ assets/logos/

├ aesop-wordmark.png

└ aesop-wordmark-2.png

Rainbrand’s Brand Agent built this Brand Skill from aesop.com on 30 Oct 2026. It isn’t Aesop’s official guide. Reviewed by Siddharth Borderwala, Founding Engineer at Rainbrand.

Aesop and its logos are trademarks of Emeis Cosmetics Pty Ltd. Rainbrand isn’t affiliated with or endorsed by Emeis Cosmetics Pty Ltd.

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