AERDE
Sustainable advice for your brand, because green looks good on you.
AERDE helps midsized, value-driven brands make sense of sustainability regulation. The identity had to make a dry, complex subject feel approachable without losing credibility.
Natural elements in transition. An icon in which an “a” transforms into an “e”, a palette taken from mist, soil, roots and sunlight, and classical art used with a wink.
A complete identity and a 48-page brand book: logo and icon, colour, typography, art direction, brand applications and a social media system for Instagram and LinkedIn.
Nobody starts a brand to read 300 pages of regulatory updates. At AERDE, we’re over it, we handle the legal & strategic headache so you can lead your brand with confidence.
Midsized sustainable, value-driven brands targeting the conscious premium consumer.
Brands in fashion, beauty, lifestyle and design that want to strengthen their sustainability strategy. Their audience: highly educated women in their thirties, sensitive to aesthetics, ethics and design.
We are here to simplify. “Here’s what matters, why it matters, and what to do next.”
Approachable, collaborative and easy to talk to.
Experts who don’t need to prove it every sentence. Grounded, composed, informed.
Dealing with regulations doesn’t mean being serious all the time. We can have fun with compliance.
Two mirrored forms create the letters a and e: an inverted “a” evolves seamlessly into an “e”.
The transition represents the journey of change that awaits sustainable businesses. It’s no coincidence the shape resembles a butterfly; the mirrored construction draws on yin and yang, its curves on seeds, waves, smoke and flowing water.
Sol
Mist
Clay
Construction. Optical balance, negative space and stroke rhythm
Set in Crimson Pro: elegant and strong, never overly formal.
Natural elements in transition: mist, soil, clay, roots, sunlight, minerals and shadow.
An approachable but editorial palette that balances trust, warmth & optimism, the opposite of the usual heavy tone around sustainability.
Mist. Textured paper
Sol. Dry soil
Clay. Stucco
Root. Wet soil
Classic meets current, intellect meets accessibility.
An expressive serif paired with a clean contemporary sans: one brings emotion, the other delivers clarity.
A classic serif that brings credibility and a literary feel without appearing old-fashioned.
A contemporary sans serif designed for clarity and readability in modern digital spaces.
Placed intuitively, structured underneath.
Images appear asymmetrically across a layout for a sense of spontaneity, but always sit on an underlying grid, with sharp edges and clean cropping, balanced by structured text boxes. Curated and effortless at the same time.
Showing up consistently, starting with Instagram and LinkedIn.
Like the slides, every post sits on a structured grid: clear alignment, spacing and hierarchy, so each post feels distinct while the feed stays clean and curated.
Instagram. aerde.world
Post. How should we define progress?
Reel. Rethinking
Reel. Coming soon
The grid. Every post on the same structure
LinkedIn. Coming soon launch film
Where the identity comes to life
Classical references, natural environments and documentary photography, with subtle moments of humour.
Much of the imagery is captured casually during travels, which gives the visual language a personal feel. Dramatic statues and other small absurdities add lightness, balancing the brand’s refined aesthetic with character.
Imagery. Texture, atmosphere and authenticity over polished commercial aesthetics
A glass-like texture turns imagery into a painterly background, for slides, social posts and the website.
By abstracting the image, the texture improves readability and creates a cohesive, recognisable look. Textures are only used on backgrounds, never on smaller images.
Sol. CTA
Bloom. Call to action, left aligned
Clay. CTA
Image textures. From the brand book