Aesthetic experience is a dominant paradigm in Korea market. Author conceptualize aesthetic brand as consumers' aesthetic responses evoked by brand that are part of a brand's design and identity. Prior research suggested that aesthetic brand can be broken down into two dimensions(brand motif and brand style). Brand motif is defined as a core philosophy of brand identity. And brand style is a manner of expression. The purpose of this research is to examine the effects of aesthetic brand motif and style on brand evaluation. The empirical results can be summarized as follows. First, the results of study show that participants have a positive and significant influence on brand attitude when the aesthetic brand(brand motif and style) is high. Additionally, the results show that hish aesthetic style resulted in positive brand attitude than low aesthetic style when brand motif is ambiguous. Finally, results also revealed that brand-schematic participants have more positive brand attitude when the aesthetic brand style is high. Taken together, the findings of this research suggest the importance of a brand strategy focused on aesthetics. Practical implications for further research are suggested.