Natural Intelligence. The new era of luxury healthcare starts with Aveda.
Art and Creative Direction | Given Agency
The brief was to find a new creative direction for cult haircare brand Aveda, pioneers in harnessing the power of nature to create the most advanced products in the industry. After months of research and co-creation with both client and customers, we developed a creative direction that brought together the innovative heritage of the brand with their main USP: the power of nature. Like this, Natural Intelligence was born. A direction with Nature at its core, as a muse and a laboratory.
The aim? To take the idea of Natural Intelligence and convert it into a visual world that modernised the brands 1960’s heritage and gave it a cult status in the industry.
I lead the design team in the creation of ‘Enticing Worlds’, a design system that brings together Nature, People and Innovation (product), creating balance through a grid system.
Nature represented by textural macro images and enticing close-ups of the best ingredients.
People that live their lives unapologetically.
Product that is born of natural innovation yet beautiful.
As creative lead on the project, I took this new direction and set clear guidelines photography, this being the main media on Aveda comms. Bringing the brand to a space of high-fashion (think Céline), the images became artistic. From sensorial textures, to enticing close-ups and story-telling portraitures.
All of this was included in the new Aveda brand book, that ensures internal engagement and brand consistency with external agencies and partners.
The document contains guidelines and visualisations on the ‘Enticing Worlds’ design system, including in-store display such as this one (Butchers, Aveda’s Salon in Shoreditch, London).