For Aces, we knew we had to redefine luxury in the homegoods space. So, we spoke with our target audience about what luxury meant to them, and began to define a new luxury that valued substance as much as style. Because Aces towels use textile innovation to create homegoods that keep you clean, we used “the effect of the invisible” to inspire this brand identity, creating something that feels luxurious but not stuck up, full of hidden references to the invisible.

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Manifesto

It’s below the surface where the good

are separated from the great.

Because anyone can slap a veneer

on disposable design and call it

disruption.

 
But we’re not interested in the

cheap win.

 

So, we’re rethinking everything from the

inside out, for products you have

to feel to believe.

 

Because, more often than not, it’s the

invisible that makes all the difference.

Manifesto

It’s below the surface where the good are separated from the great.

Because anyone can slap a veneer on disposable design and call it disruption.

But we’re not interested in the cheap win.

So, we’re rethinking everything from the inside out, for products you have to feel to believe.

Because, more often than not, it’s the invisible that makes all the difference.