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.