Brand Pulse

Aethel is a couture house whose legacy had become diluted in the modern market. Our project was a "re-silencing" of the brand, eliminating visual noise and returning to its roots of discreet craftsmanship. The visual identity was drastically simplified to an austere yet elegant sans-serif wordmark, featuring a color palette dominated by off-white, matte black, and a sepia accent. The primary focus was the Art Direction of their seasonal lookbook, where photographs were captured with cinematic, minimalist lighting, prioritizing the texture of the fabrics over the model. The work included conceptualizing the shots, selecting sets, and creating an editorial style guide that defines the composition, mood, and flow for all future campaigns, successfully elevating the perception of exclusivity and timelessness.