The brief
Aesop is a BCorp and has a longstanding commitment to giving back more than they take.
This is particularly true in their social sustainability work – something that really shines through in this year’s report.
Report excerpts
Tone of voice
Aesop has a remarkably strong brand, much of which is preserved and enhanced through their tone of voice.
I really enjoyed using their beautiful tone of voice guidelines to write something outside their usual remit that still looked and sounded like Aesop.
“Lucy has been the perfect partner in creating the annual Aesop Impact Report. Her superpower of writing talent as well as sustainability expertise makes for an engaging and accountable approach to our reporting.”
Ellie Eversett
Sustainability Communications Manager