Craft First

Identity refresh and launch system for the Aeron reissue — honouring 30 years of ergonomic design without nostalgia.

The Aeron turned 30. Herman Miller didn’t want a birthday party — they wanted a future. The Craft First system stripped the brand back to its elemental vocabulary: material, function, form.

Deliverables spanned product identity, packaging, retail environments, digital product, and a 60-page brand standards document used across 40 global markets.