Ajen
2024
Ajen
2024
Infused with active botanicals, Ajen invites you to let nature in. By capturing its grounding essence, the brand is quietly redefining modern routines.
ROLE & SERVICES
Naming
Brand story
Visual Identity
Copywriting
Campaign
Webdesign
AI image development
CREDITS
Photography:
Sander Coers
Videography:
Hanna Wäger
Web development:
dear digital
Product development:
Aaron van Bindsbergen
CLIENT
www.ajen.care
APPROACH
In collaboration with Patrick Hurenkamp and Maartje Frederiks, two seasoned Dutch entrepreneurs, we built the brand from the ground up. From naming and shaping the brand story to designing the bottle, packaging, campaigns, and website. We applied all materials to a comprehensive social and launch strategy.
A KINDER ROUTINE
Inspired by the understated beauty of our local Dutch nature—with its flat landscapes, muted colours and moody light—Ajen invites you to look closer, to zoom in on your surroundings and daily routines. How can we elevate them in every possible way? By shifting from single-use to lifelong cycles, from plastic to glass, and by considering the footprint of the products we use, Ajen is setting out to redefine everyday care.
TYPOGRAPHY
The typographic direction draws from the archives of Dutch design legends like Wim Crouwel, whose modernist approach and clean graphic communication inspired the bold, structured identity. This timeless yet striking aesthetic comes to life through Neue Montreal and PP Supply Mono.
NAMING
In our search for the perfect name, we turned to the roots of Dutch languages. Ajen surfaced as a free translation of the Old Frisian word ‘Ajēn,’ meaning “again/against”, reflecting the brand’s core focus on repeated use and sustainability.
NARRATIVE
Ajen’s tone had to match the straightforward honesty of its design - Dutch, no fluff, no vague storytelling, just clear language that hits home. The brand’s payoff ‘Let nature in’, captures the core motive of the brand - Ajen is here to bring nature into your home and routine and with it, a grounding touch of calm.
PRODUCT DESIGN
When designing the bottle in collaboration with product developer Aaron van Bindsbergen, our goal was to create a piece that makes a subtle yet impactful statement—a timeless, iconic design that seamlessly integrates into any interior.
WEBSITE
In collaboration with Dear Digital, we crafted a highly functional e-commerce platform with a clean, graphic aesthetic. Contrasting with the brand's moody imagery, it strikes a balance that elevates both usability and visual impact.
VISUAL EXPERIENCE
To capture Ajen's subtle, moody aesthetic, we needed to look beyond the surface, evoking the feeling of quiet observation—as if you're witnessing something intimate from a distance. We drew inspiration from the natural world, using leafy shadows, water, flickers of light, and soft, gauzy textures to compose the frames.
