From Outback to Bottle
2024
Brand Rejuvenation
A project focusing on brand rejuvenation. I chose to analyse the marketing used by Aesop as it was very limited in comparison to the strong brand identity and products they have. I focused on heritage marketing as the Australian brand focuses a lot on their roots and values surrounding natural ingredient products.
-
![Aesop Product Sydney]()
Guerilla marketing of custom made Aesop products for the heritage marketing campaign. Bottle placed in Sydney.
-
![An image of Greenspacing.]()
Guerilla marketing of custom made Aesop products for the heritage marketing campaign. Bottle placed in Tokyo.
-
![An image of Greenspacing.]()
Guerilla marketing of custom made Aesop products for the heritage marketing campaign. Bottle placed in Paris.
-
![]()
Guerilla marketing of custom made Aesop products for the heritage marketing campaign. Bottle placed in Milan.
The Campaign Idea Process
From Outback to Bottle centers a strong design concept using giant interactive bottles inspired by the four elements: earth, air, fire, and water- each linked to iconic Australian landmarks like Uluru, the Great Barrier Reef, Daintree Rainforest, and Eucalyptus and Acacia trees. These installations, placed in major cities, serve as immersive brand touchpoints. Custom-designed labels echo this elemental theme, featuring earthy tones and a stylized Australian map, reinforcing Aesop’s natural heritage. The cohesive visual identity extends across digital and physical media, uniting all campaign elements and creating a memorable, design-led experience that highlights Aesop’s authenticity, quality, and sustainability values.
Social media strategic posts were created in forms of four compositions. An influencer from each major city would be chosen to document their experience of the heritage marketing campaign and upload a series of photos relating to one element and landmark.