Infused with active botanicals, Ajen invites you to let nature in. By capturing its grounding essence, the brand is quietly redefining modern routines.

Agency: The Phoney Club

Role at agency:
Head of Design, Brand Identity
Packaging + Web design

Branding
Graphic Design
Web Design

Credits:
Copy:
Chiara Paludanus

Photography + video:
Sander Coers
Hanna Wäger

Web development: 
dear digital

Product development: 
Aaron van Bindsbergen

Info

Ajen’s design language expresses a calm and conscious approach to daily care. It supports a lifestyle where products are made to be kept, refilled and appreciated over time. A visual world shaped by nature’s quiet clarity.

Origin

The name Ajen comes from Old Frisian meaning "again" or "against", signalling a thoughtful shift from single-use to enduring use. It speaks to repetition, regeneration and a future where care is crafted to be lasting

Approach

Muted colours inspired by the Dutch landscape bring a fresh and calming character. Clean modern typography adds clarity and balance, resulting in a visual identity that feels natural, refined and contemporary.

The Dutch landscape as a guiding influence for every image.

The Ajen wordmark functions as a strong graphic anchor, defining the look and feel of the brand.

Brand
Recognition

Ajen’s visual language combines hand-drawn imperfections with precise typography, creating a balance between human touch and graphic clarity.

Custom
Packaging

A uniquely designed refillable glass bottle with an embossed Ajen logo: a subtle tactile gesture. A crafted object meant to last, to reuse and to be a natural part of everyday life.

The embossed glass bottle brought to life. Designed from scratch to feel timeless, tactile and distinctly Ajen.

Lightweight and durable. A bespoke aluminium form made to refill.

Packaging
Journey

We delivered a bespoke packaging system using FSC certified materials. Every component is thoughtfully designed to protect and present the product, whether shipped or gifted, with minimal impact and maximum meaning.

Gifting system

      A flexible gifting system that evolves with each season. Different sleeves wrap the core packaging, creating variety without additional waste.
 

Made from long-lasting aluminium, the shower collection reinforces Ajen’s commitment to reuse and conscious care.

For every room that holds a daily ritual.

Webdesign

Ajen’s online presence translates the calm physical world of the brand into a seamless browsing experience. Clean layout, intuitive navigation and editorial rhythm bring the brand to life digitally, created in collaboration with Dear Digital.

Social

      Ajen’s social presence extends the Let Nature In experience into daily scrolling. Refill-focused storytelling and gentle product cues guide followers seamlessly from inspiration to purchase.

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We love creating new things with cool people, sounds like you?

WiNKYFACE ;)
A graphical design studio

Based in 
Amsterdam

Instagram
Are.na

WiNKYFACE ;)
A graphical design studio

Instagram
Are.na