The meaning of “aesotera” is rooted in the word “esoteric”, which is defined as something that is ‘intended for or likely to be understood by only a small number of people with a specialized knowledge or interest’. The recycled materials and gemstones are meant to give the jewelry pieces unique and mystical qualities. Customers are intended to have an individual connection to each piece through the natural energy of its materials and the energy put into creating it.
Emily really wanted to incorporate the natural, mystical characteristics of her brand, inspired by a tarot theme. This is achieved with a customized font that has less rigid lines, their imperfect shape gives a more natural feel. The tarot theme is brought together with dark and rust tones. Diamonds and lines around the eye and both logo marks feel in touch with the mysterious vibe that tarot offers.