BRAND NAME
Aspen is named after the Aspen tree, a symbol of strength, resilience, and interconnectedness. Just as Aspen trees grow in thriving, sustainable groves, the brand is rooted in eco-conscious practices, ethical fashion, and a commitment to quality craftsmanship. The tree's elegant yet sturdy nature reflects Aspen's fusion of luxury and sustainability, creating a brand that is both timeless and forward-thinking.
LOGO
Typographic Logo
The typeface used for the logo is Berlys. Berlys is a sophisticated and modern serif typeface with a delicate yet distinctive character. Its thin, elegant strokes and subtle stylistic details, such as unique ligatures and curved flourishes, add a refined and luxurious feel. The typeface balances classic typography with contemporary aesthetics, making it a perfect choice for Aspen's branding. Its high-fashion appeal enhances the brand's identity, reinforcing its association with elegance, confidence, and exclusivity.
Natural Colors
The color palette is a harmonious blend of earthy greens, warm neutrals, and rich browns, evoking a sense of nature, warmth, and sophistication. The muted olive and sage greens, create an organic, grounded feel, while the soft beige and warm tan add balance and versatility.
The brown logo conveys sophistication and luxury, while the green version of the logo reflects nature and sustainability.
LEAF DETAIL
The elegant serif font exudes sophistication and timelessness, while the stylized “A” features a delicate leaf detail that subtly ties in nature, sustainability, and the Aspen tree.
The leafy branch used in Aspen's logo embellishment comes from Bodoni Ornaments, a decorative typeface featuring an array of intricate floral, botanical, and ornamental symbols. This ornamental detail enhances the logo's luxurious and sophisticated aesthetic, blending tradition with modernity.
TARGET AUDIENCE
Demographics
Primarily urban professionals aged 25-45 with disposable income, valuing quality and exclusivity.
Needs and Wants
Seek authentic, high-quality products that align with their ethical values and desire for unique experiences.
Lifestyle Characteristics
Lead busy lives, appreciate convenience, and prioritize brands that offer both style and substance.
PROBLEM STATEMENT
The luxury fashion industry often struggles to merge high-end aesthetics with sustainability, leaving eco-conscious consumers with limited options that align with both their values and their sense of style. Many luxury brands still rely on harmful production practices, while sustainable brands often lack the refined, high-fashion appeal desired by trendsetters.
Textures and Materials
Smooth, sleek finishes and organic, textured elements.
Photography Style
High-contrast, editorial-style photography with sepia tones.
BAGS
The background features a custom pattern created using a wingding typeface, adding a luxurious, textured feel. To ensure the logo remains the focal point, a subtle gradient softens the pattern, enhancing readability while maintaining an elevated look.
SHIPPING BOX
The shipping box exudes sophistication and prominently displays the logo alongside labels like “Slow Fashion” on the side, highlighting Aspen’s ethical practices. Inside, the pale beige contrasts with a leafy branch graphic, while clothing is wrapped in Aspen’s green tissue paper, enhancing the sustainable luxury experience.
Aspen brings high fashion to the average consumer. Grounded on sustainability, the brand combines modern luxury with a love for the planet. Aspen stands out from competitors with its bold sepia aesthetic, clean lines, minimalism, and effortless style. Each piece is made with quality fibers that are ethically sourced. Rooted in nature's beauty, the brand takes inspiration and builds its identity from the bold yet elegant part of Earth's features, such as interesting flowers with many angles and strong, tall trees. Aspen targets consumers who put our planet first and know that sustainability and effortless high fashion can blend together. Aspen stands as a symbol of eco-conscious luxury.
