AVEDA
INGREDIENT BRAND EXPRESSION
Art Direction
Packaging
Digital
Photography
INGREDIENT BRAND EXPRESSION
Art Direction
Packaging
Digital
Photography
Aveda’s new ingredient and still life expression wasn’t about invention so much as excavation.
It didn’t need a new narrative about botanicals, it needed to recall what Founder Horst Rechelbacher always knew: plants are not only functional ingredients, they are cultural relics, sacred matter.
The work became a kind of high-gloss archaeology, unearthing the authenticity that had been paved over in the rush of scale since the kitchen-sink experiments of the brand’s origin.
This was an act of remembering, a return to the DNA that made Aveda resonate as something more than a beauty company—a keeper of rituals, a steward of nature, a channel for reverence.
It didn’t need a new narrative about botanicals, it needed to recall what Founder Horst Rechelbacher always knew: plants are not only functional ingredients, they are cultural relics, sacred matter.
The work became a kind of high-gloss archaeology, unearthing the authenticity that had been paved over in the rush of scale since the kitchen-sink experiments of the brand’s origin.
This was an act of remembering, a return to the DNA that made Aveda resonate as something more than a beauty company—a keeper of rituals, a steward of nature, a channel for reverence.
VP Creative: Frederik Peterhoff
Creative Direction: Robert August & Dustin Edward Arnold
Photography: Dustin Edward Arnold
Design: Dustin Edward Arnold
Creative Direction: Robert August & Dustin Edward Arnold
Photography: Dustin Edward Arnold
Design: Dustin Edward Arnold