Aesop rebrands Project D London in preparation for major international expansion

Project D London - which has 35 UK stockists and is also available in Asia and Australia - is now gearing up for its biggest ever push into international markets particularly Europe and the Middle East. The distinctive brand identity created by Aesop hopes to underpin the brand’s growth and has been applied to labels, tags, bags, emails and stationery. The agency has also redesigned the brand’s website, sales presentations and retail concessions to further support Project D London’ sales drive.

The brainchild of Dannii Minogue and Tabitha Somerset-Webb has already established a number of high profile fans including Pippa Middleton, Denise Van Outen, Lara Pulver and Princess Mary of Denmark. Minogue commented: “Our company has evolved from a girly chat between best mates to a label that is expanding globally. We love dressing women and we are all about curves, so I am excited to see which ladies around the world connect with that special Project D London sashay.”

Creative director at Aesop, Martin Grimer, added: “The identity is reflective of the relationship between Tabitha and Dannii and the relationship that women have with their clothes. Project D London weaves a secret little something into each garment – an extra special detail – and that’s what we’ve sought to do with the brand marque. It isn’t obvious, but it’s there when you look for it. It has a lovely vintage feel to it, which is a thread that runs through all of their collections, so it feels very natural for the brand and it’s timeless.”