Aeris GmbH, manufacturer of active chairs and movement solutions, declares war on rigid sitting in the office, home office and home area and makes this clear with a new brand identity. The new brand, which was developed in collaboration with the London agency Mortar Pestle Studio, receives the international design award "Red Dot Award 2020" in the category Brands & Communication Design.
After winning the Red Dot Award "Best of the Best" 2019, the German Design Award 2020 as well as the iF Design Award 2020 for the Aeris Numo, Aeris now also clears the coveted award in the field of corporate brands, thus underlining its creative potential and outstanding innovative strength.
Fit for a changed world
Over the past 25 years, the family-owned company has become known for the success of the revolutionary Aeris Swopper office chair. With the introduction of other successful office chairs and active seating, it was time to develop a new Aeris brand architecture, narrative and identity. The goal of the new identity is to further strengthen and expand Aeris' leadership position in active seating.
With its new slogan, "Never just sit." Aeris challenges people to consciously think about the quality of sitting, working and living. Aeris chairs and motion concepts contribute to a healthier and more active lifestyle by enabling movement where it is least expected but most needed - sitting and standing.
"Our brand relaunch comes at just the right time. Because too many people are still sitting idle. Due to the Corona crisis and working in a home office, 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, 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.
"Also, the new design of the brand reflects how much the requirements for the office and home have changed, especially due to new technologies or also that currently more and more people work from home," explains Jenny Glöckl, Deputy CEO of Aeris GmbH.
To support the new brand vision, a fresh, cheeky, honest, positive, fun 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 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 environments. The art direction encompasses four key elements - work environments, lifestyle, product details and still life - and presents movement in a real environment and with real people to create accessible and comprehensible motifs that inspire and motivate the viewer in equal measure.
The result is a consistent, recognizable, personable and engaging brand that meets all the challenges of the modern world of work and life.
