Challenge: AIE set out to create Finland’s first truly sustainable luxury skincare brand — one that could stand apart in the competitive European market. The challenge was to develop an identity that resonated with the world’s most discerning consumers while breaking free from both conventional eco-cosmetics and industrial luxury. The brand needed to capture a new kind of beauty ethos: one rooted in nature, individuality, and confidence.

Approach: The identity was built around the bold promise to “look beauty in the eye and define your own terms.” Inspired by the brand’s avant-garde, rebellious spirit, the visual language combines strong typography, Nordic clarity, and the fluid textures of “liquid gold” — the Immortelle flower, the core ingredient in AIE’s formulations. The ambigram logo, readable in any direction, symbolizes the idea of circular sustainability and balance. The imagery expresses confidence and individuality through striking portraits and raw natural landscapes from Croatia and Finland, reflecting AIE’s dual roots and uncompromising values.

Outcome: The result is a distinctive and globally relevant luxury identity that redefines what sustainable beauty can look like. AIE’s brand presence — from packaging to digital touchpoints — embodies authenticity, strength, and elegance. It stands as a statement for a new generation of conscious consumers: avant-garde, fearless, and beautifully self-defined.