Aeris GmbH, manufacturer of active chairs and movement solutions, declares war on rigid sitting in the office, home office and home area and illustrates this with a new brand identity. The new brand, which was developed in cooperation with London-based agency Mortar Pestle Studio, received the international design award "Red Dot Award 2020" in the category Brands & Communication Design.
Following 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 now also wins the coveted award in the corporate brands category, thus underlining its creative potential and outstanding innovative strength.
Fit for a changed world
Over the past 25 years, the family business has become known for the success of the revolutionary Aeris Swopper office chair. With the introduction of further successful office chairs and active seats, it was time to develop a new Aeris brand architecture, narrative and identity. The aim of the new look is to further strengthen and expand Aeris' leadership position in the field of active seating.
With the new slogan "Never just sit.” Aeris challenges people to consciously think about the quality of sitting, working and living. The Aeris chairs and movement concepts contribute to a healthier and more active lifestyle by enabling movement where it is at least expected but needed most - when sitting and standing.
"Our brand relaunch comes at exactly the right time. After all, too many people are still sitting still. Due to the Corona crisis and an increase in working from home, the health situation of many employees has 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 redesigning the brand identity, the core elements of the original brand DNA were retained and transformed into a modern visual identity by Aeris and MP Studio. This is designed to better connect consumers with the new brand offering.
"The new brand design also reflects how much the demands on the office and home have changed, especially due to new technologies and the fact that more and more people are 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, photographic style and digital content were developed to inspire viewers and users - never staged, never static. The goal was to bring a lifestyle element to the brand to show in an authentic way how we can shape our current living and working environment. Art Direction encompasses four key elements - work environments, lifestyle, product details and still lifes - and presents movement in a real environment and with real people, creating accessible and comprehensible motifs that inspire and motivate the viewer in equal measure.
The result is a consistent, recognisable, likeable and committed brand that meets all the challenges of the modern working and living world.