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How to Define a Brand Aesthetic - A Trendy and Humorous Guide to Getting Started

Image of the back of a woman with long hair arranging tropical flowers in a kitchen with hints of blue, black, and gray with a color palette of 6 colors represented below the image pulling those tones as an example of a palette in a brand aesthetic

How to Define a Brand Aesthetic - A Trendy and Humorous Guide to Getting Started

So, you’ve decided to start a business, or maybe you’re thinking about giving your existing one a facelift. Either way, congratulations! But wait—before you get carried away with dreams of world domination, let’s talk about something super important: your brand aesthetic. You see, your brand’s aesthetic isn’t just about looking pretty (though we all love that); it’s about making a lasting impression, attracting the right audience, and setting yourself apart from the competition. In other words, it’s the secret sauce to your business’s success.

Why Defining Your Brand Aesthetic is Crucial

Imagine walking into a store that’s a hot mess—random colors, mismatched furniture, and signage that looks like it was made by a bored toddler. Chances are, you’d walk right out. Now, imagine a store with a cohesive, appealing look that makes you feel all warm and fuzzy inside. That’s the power of a well-defined brand aesthetic. It’s like your business’s outfit for the big dance—get it right, and you’ll be the belle of the ball.

Steps to Define Your Brand Aesthetic

Alright, now that you’re sold on the idea, let’s get down to business. Here’s how you can define your brand aesthetic in a way that’s as fun as it is effective.

1. Know Thyself (and Thy Brand)

Before you start picking out colors and fonts, you need to know what your brand stands for. Are you all about luxury and sophistication, or are you fun and quirky? Write down a few key adjectives that describe your brand’s personality. This will be your aesthetic foundation.


  • Luxurious

  • Modern

  • Playful

  • Vintage

  • Minimalistic

A mood board consisting of tropical images of the beach, plants, and tropical decor
Step 2 - Create a Mood Board

2. Create a Mood Board

Time to get visual! A mood board is a collection of images, colors, and designs that inspire you. And what better place to start than Pinterest? It’s like a candy store for designers.

How to use Pinterest:

  • Search for terms like “luxury branding,” “minimalist logo,” “vintage color palette,” or “playful web design.”

  • Pin images to a PRIVATE BOARD that resonate with your brand adjectives.

  • Organize your pins into a cohesive board that visually represents your brand.

3. Choose Your Colors Wisely (Like, whoa! There's a lot to choose from!)

Colors are powerful—they evoke emotions and set the tone for your brand. Stick to a color palette that aligns with your brand’s personality. Use tools like Adobe Color or Coolors to create a palette that pops.

Popular Color Palettes:

  • Moody Tones: Deep blues, burgundies, and charcoals for an elegant and sophisticated vibe.

  • Bright Colors: Yellows, pinks, and oranges for a fun and energetic feel.

  • Earthy Tones: Greens, browns, and beiges for a natural and organic look.

Two font styles representing pretty and playful font pairings
Step 4 - Pick Your Fonts

4. Pick Your Fonts Like a Pro

Fonts speak volumes about your brand. Are you sleek and modern or classic and timeless? Choose fonts that complement your brand’s personality. Google Fonts is a great resource for finding free, high-quality fonts.

Font Pairing Tips:

  • Use a combination of serif and sans-serif fonts for a balanced look.

  • Stick to 2-3 fonts to keep things cohesive.

  • Ensure readability—your audience shouldn’t need a magnifying glass to read your content.

5. Consistency is Key

Your brand aesthetic should be consistent across all platforms—from your website to your social media to your packaging. This creates a unified and professional look that builds trust with your audience.

6. Keep an Eye on Trends (But Don’t Be a Slave to Them)

Trends are fun, but they come and go. While it’s good to be aware of what’s hot, make sure your brand aesthetic has a timeless quality that won’t look outdated in a year.

Tools and Tips to Nail Your Brand Aesthetic

  • Canva: A user-friendly design tool that’s perfect for creating cohesive brand visuals.

  • Pinterest: As mentioned, it’s a goldmine for inspiration and mood board creation.

  • Adobe Spark: Another great tool for creating stunning graphics that align with your brand aesthetic.

  • Unsplash: A fantastic resource for high-quality, royalty-free images that can enhance your brand’s visuals.

Defining your brand aesthetic might seem like a daunting task, but it’s a fun and creative process that can set your business up for success. Remember to stay true to your brand’s personality, use the right tools, and keep things consistent. And most importantly, have fun with it! After all, your brand should reflect the passion and excitement you have for your business.

Ready to define your brand’s aesthetic? Let’s make your business look as fabulous as it deserves to be. Happy branding from all of us at Davies Designs Studio!


About Davies Designs Studio

Established in 2015, Davies Designs Studio is a Charlotte, NC based design agency offering creative solutions across various mediums including graphic design, photography, website design, and marketing. They collaborate with clients to deliver impactful final products that are creative, innovative, unique, inspirational, and exceed your expectations and goals.

In need of design assistance? Contact us!


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