aestheno brand identity

Having some fun toying with the idea of a fake climbing gear brand, "aestheno". I wanted to create that challenge of molding a brand that had a bit of edge to it but selling a product that isn't often tied to a traditionally edgy aesthetic. The word "aestheno" comes from the earth's aesthenosphere which is the upper layer of the earth's mantle, below the lithosphere... and yes I did find the photo of the mysterious Joe at a thrift store.

Special thank you to Niccolò Miranda for the invite to this community, I hope you all enjoy!