Ayres Beauty is a premium aromatherapy and bodycare brand rooted in the richness of Argentine culture and crafted for the U.S. and global markets. As Art Director, I led the brand creation from the ground up, shaping a consistent visual and verbal identity that merged natural elegance with cultural authenticity. The result: a luxury brand that tells a sensorial story—one that resonated deeply across high-end retail and international markets.
Ayres Beauty is a premium aromatherapy and bodycare brand rooted in the richness of Argentine culture and crafted for the U.S. and global markets. As Art Director, I led the brand creation from the ground up, shaping a consistent visual and verbal identity that merged natural elegance with cultural authenticity. The result: a luxury brand that tells a sensorial story—one that resonated deeply across high-end retail and international markets.
Objective
To develop a distinctive, high-quality “affordable luxury” beauty brand inspired by Argentina and positioned for the U.S. market. The goal was to ensure product excellence was communicated at every customer touchpoint, from visual identity to packaging and digital presence.
Process
The creative journey began with a deep dive into the essence of Argentina—its landscapes, traditions, and sensorial richness. This cultural immersion was essential to capturing the authenticity the brand needed. From the pampas to Patagonian glaciers, each region offered symbolic cues that helped shape the brand’s emotional and visual language.
With this foundation, I worked closely with the client to define Ayres’ brand values. Together, we crafted a narrative that positioned the products not just as beauty items, but as sensorial rituals—rituals grounded in nature, elegance, and quiet luxury. This collaborative spirit remained a constant throughout the project and eventually evolved into a long-term strategic partnership.
Once the brand strategy was clear, I translated it into a refined visual identity. The logotype was meticulously designed to reflect sophistication and attention to detail. Each element—from typography to color palette—was intentionally chosen to evoke the experiences of Argentina, while maintaining a cohesive and elevated feel.
The packaging system became an extension of this narrative. Each fragrance was treated as a sub-brand, with its own patterns, colors, and symbolic cues—creating a family of products united by heritage and differentiated by sensorial mood.
In parallel, I led the creative direction of the brand’s institutional video, photography, and the design of a responsive e-commerce platform. Every touchpoint was carefully considered to ensure a seamless expression of Ayres’ identity. Over time, I continued advising on product-related decisions, making sure the brand and product strategy remained aligned as the company expanded.
Outcome
Brand Guidelines
Packaging
E-Commerce Website
Secondary Research
Brand Strategy
Marketing Collateral
Photoshooting
Highlights
- Featured at Sephora (online and retail in Europe)
- Distributed in global airports and international duty-free channels
- Highlighted in the Rolls-Royce Magazine as an innovative luxury brand
- Opened new international markets through a compelling and consistent brand identity
