Aeris GmbH, manufacturer of active chairs and movement solutions, is declaring war on rigid sitting in the office, home office and home area and is making this clear with a new brand image. The new brand, which was developed in collaboration with the London agency Mortar Pestle Studio, has received the international design award "Red Dot Award 2020" in the Brands & Communication Design category.
After the Red Dot Award “Best of the Best” 2019, the German Design Award 2020 and the iF Design Award 2020 for the Aeris Numo, Aeris has now also won the coveted award in the area of corporate brands, thus underlining its creative potential and outstanding innovative strength.
Fit for a changing world
Over the last 25 years, the family business has become known for the success of the revolutionary Aeris Swopper office chair. With the introduction of other successful office chairs and active seats, it was time to develop a new Aeris brand architecture, narrative and identity. The aim of the new appearance is to further strengthen and expand Aeris' leading position in the field of active seating.
With the new slogan "Never just sit." Aeris is encouraging people to think consciously about the quality of sitting, working and living. Aeris chairs and movement concepts contribute to a healthier and more active lifestyle by enabling movement where it is least expected but most urgently needed - when sitting and standing.
"Our brand relaunch comes at exactly the right time. Because too many people are still stuck. Due to the Corona crisis and working from home, the health situation of many employees has even worsened. We want to do something about this," emphasizes Josef Glöckl, founder and CEO of Aeris GmbH.
The new appearance – visual and verbal identity
Rather than completely overhauling the brand identity, Aeris and MP Studio retained the core elements of the original brand DNA and transformed them into a modern visual identity that better connects consumers with the new brand offering.
"The new design of the brand also reflects how much the demands on the office and home have changed, especially due to new technologies or the fact that more and more people are currently working from home," explains Jenny Glöckl, Deputy CEO of Aeris GmbH.
To support the new brand vision, a fresh, cheeky, honest, positive, funny and understandable tone was developed in contrast to a functional, technical and corporate language and to create a more emotional and authentic connection to the brand.
The art direction, photography style and digital content were developed to inspire viewers and users - never staged, never static. The aim was to bring a lifestyle element to the brand to show in an authentic way how we can shape our current living and working world. The art direction includes four key elements - working worlds, lifestyle, product details and still life - and presents movement in a real environment and with real people to create accessible and relatable motifs that inspire and motivate the viewer in equal measure.
The result is a consistent, recognizable, likeable and committed brand that meets all the challenges of the modern working and living environment.
