was changed to Aesop in response to the sometimes exaggerated claims made by competitors about their products. Aesop has a minimalist approach to branding, with their logo being a simple transcription of the brand's name in Optima font. Their brand image is described by Social Entrepreneur and Writer Tony Kearney as the key behind its success who credits Aesop with having crafted one of the most beautiful brand programs in existence. After 20 years of operation, the brand retained digital strategist Work & Co to redesign the online experience. The website redesign was critically acclaimed, winning three awards. Store design Aesop retail stores are considered to place local relevance and understatement as a priority in their design. The brand consistently uses authentic materials in store construction projects, with this described as a “sensible use of the existing space and façade”. Notable designers and architects have been involved in the creation of Aesop stores. In 2008, British designer Ilse Crawford designed the first London based store for the brand, located in a Victorian Grade II listed mansion block in Mayfair. The store was noted for its restoration of a historic building with modern additions with brass and ceramic while maintaining original fittings such as the pitch pine floor. In 2021, Odami, a Spanish-Canadian design studio was retained by Aesop to design a new store in Yorkville. Odami described the project as one which paid homage to the history of Yorkville, which retains many homes of Victorian design. The Victorian-style finishing's were noted, as was the design's minimalist approach. Internal culture Aesop has a distinct internal company culture consisting of minimalism and order. Aesop employees are referred to as "Aesopians" and are subject to certain unique company rules and guidelines, such as using only black Moleskin notebooks and black pens and sending all emails with a greeting or pleasantry at its beginning and end. Its offices have been described as "minimal...upmarket prison cell[s]", and employees are not permitted to eat food at or keep personal items on desks. This order is said to stem from Paphitis's inclination for control over Aesop, who has acknowledged "[Aesop] labour[s] over seemingly inane decisions...to make things appear effortless...there's a great deal of energy involved". Other elements of the internal culture include keeping mobile phones on silent inside offices and using Aesop's brand colours on company documents. Former General Manager of Marketing Lisa D'Amico has stated, "the