Commission partnered with the creative team at Aesop to create their seasonal gift kit packaging and global campaign for 2021, titled ‘the Anatomy of Generosity: a collection of Gift Kits inspired by nurturing personas’.
In keeping with Aesop's recently acquired B-Corp status, the boxes are made from recycled paper pulp that has been moulded around the products, creating an extruded topography that is visible on one side.
Taking a reductionist approach, a set of geometric forms were created to represent each gift kit persona. These forms were die-cut into the corresponding sleeves – windows into the pack, celebrating the inherently sustainable and textural qualities of the paper pulp.
Expanding upon the creative thinking behind the packaging, Commission concepted and directed the global campaign in collaboration with the Aesop team.
The die-cut pack fronts were translated into giant coloured sets: the geometric shapes again punched out like windows for the product to sit in.
Two limited edition gift kits were designed for the D11/D12 shopping events in China. Embossed 'windows' inspired by traditional Chinese lattice patterns differentiate the packs from the global offering.
A series of playful stop-motion films promote the individual kits and their personas: The Advocate walking strong; The Mentor supporting its little student.
Additional stop-motion pieces advertise further Aesop product lines. 3D wooden shapes differentiate but reference the set design from the gift kits.
Packaging and art direction: Commission
Production, styling, VM: Aēsop
Photographer: Victoria Ling
Agency: Picture Club
Images courtesy of Aēsop