When it comes to lifestyle brands, both Aesop and Glossier have truly mastered the art of branding. From their product packaging to their marketing campaigns, these two companies have created a visual identity that perfectly embodies their brand values and resonates with their target audience. So, what makes their brand identities perfect for a lifestyle brand? Let's take a closer look.
Aesop is a skincare brand that was founded in Australia in 1987. From the beginning, the brand has been known for its minimalist and sophisticated aesthetic. Their products are formulated with high-quality, natural ingredients, and the packaging is simple and elegant to reflect that. Aesop's visual identity perfectly embodies the brand's values, simplicity, quality, and sustainability. The typography used in their branding is an entirely custom-made professionally designed serif font that is both modern and timeless. The use of serif typography gives the brand a sophisticated and refined feel that perfectly aligns with its brand values.
Glossier, on the other hand, is a fresh new player in the beauty industry. Founded in 2014, the brand has quickly become a cult favourite. Glossier's brand identity is all about inclusivity, natural beauty, and authenticity. Their packaging is minimalistic and playful, with a soft colour palette that complements the brand. The typography used in their branding, like Aesop, is an entirely custom-designed font, however sans-serif this time. It’s a typeface that is super clean, fresh, modern, and approachable. The use of sans-serif typography gives the brand a youthful and playful feel that resonates well with its target audience.
Both Aesop and Glossier, however different, have created a brand identity that is perfectly suited for a lifestyle brand. Their visual identity is cohesive and aligned with their brand values, making them instantly recognisable and memorable. By using professionally made custom-designed typography that perfectly embodies their brand personality, they have created a unique and impactful brand identity that sets them apart from their competitors.
Other lifestyle brands that have created a strong visual identity through typography include Anthropologie. Anthropologie's brand identity is all about bohemian chic, with a custom-designed all-caps serif font that perfectly embodies the brand's vintage-inspired aesthetic. The font is delicate, feminine, and highly recognisable, and it's used consistently across all the brand's materials, from website to packaging. The brand's typography is so iconic that it has even inspired a fan-made font, called "Anthropologie Script," which pays homage to the brand's distinctive lettering.
So, maybe the way forward for lifestyle brands is custom fonts? Typography plays a central role in creating a strong and memorable brand identity for lifestyle brands. By choosing a type that perfectly embodies their brand personality and values, companies can create a visual identity that resonates with their target audience and sets them apart from their competitors. Whether you prefer serif or sans-serif fonts, that’s up to you, but it's important to choose a typography that is cohesive and consistent across all formats, from packaging to marketing materials. If you're looking to create a strong brand identity for your lifestyle brand, get in touch with me to learn more about how my logo design service can help you create a memorable and impactful visual identity.
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