Aether
BACKGROUND
In the landscape of contemporary eyewear, Aether stands apart: a synthesis of visionary design and advanced technology, crafted with a precision that feels both timeless and forward-looking.
SCOPE OF WORK
Naming
Brand Identity
Brand Strategy
Creative Direction
Art Direction
Product Design
Package Design
Retail Design
Content Creation
CHALLENGE
Aether set out to define a new frontier in eyewear: frames that merge high-fidelity sound with uncompromising design. The ambition was not only to engineer a groundbreaking product, but to create a brand that could stand alongside fashion houses and design icons – confident in luxury contexts while pioneering a wearable tech category often dismissed as gimmick. The challenge was to shape a complete identity and experience that would establish credibility and desirability from day one.
SOLUTION
We built Aether as a complete brand universe from the ground up. Beginning with the name – evoking an unseen dimension where vision and sound converge – we defined the brand strategy and identity, then extended the design language across every touchpoint: packaging, product, retail, website, and content.
Our creative direction placed Aether at the intersection of fashion and technology: minimal yet expressive, progressive yet timeless. We designed packaging and retail environments that mirror the precision of the frames, art directed campaigns and content that positioned Aether within the cultural vanguard, and designed website that translates the brand’s clarity into digital form.
Launched in 2021, Aether quickly gained global recognition, from Dezeen’s Best Wearable Design (Readers’ Choice) to multiple awards for packaging, product and digital design. Stocked in leading fashion and concept stores from Milan to Shanghai, it was celebrated as a brand that redefined wearable tech with cultural and aesthetic relevance.
