There are so many exciting things going on in retail at the moment, and we can’t not talk about it. That’s why we asked our Whippets to curate all the big trends lighting up their year so far – so we could compile everything we learned in our first-ever trend report, and share the inspiration. Watch out for more inspiring reports as the months progress but for now, prepare yourself for retro futurescapes, LARGE typefaces and some unexpected brand collaborations. Heinz Baked Bean ice cream, anyone?
If you’re ice cream-curious, download the report below – or read on for a preview and discussion of what’s inside.
What’s trending...
Retro-futuristic realism
Look around and you’re surrounded by futuristic visions, trippy surrealism and the relentless growth of artificial intelligence. In this new landscape, many brands are locked in a race to outdo each other – pushing the boundaries of creativity and technology. But this race has a twist. Instead of the better-than-life, digitally polished imagery you might expect, a new trend has emerged. One where brands are embracing over-the-top propping and eccentric visual elements to serve us the fantastical, rather than a more predictably enhanced reality. A prime example is Nike’s A.I.R. collection of 13 conceptual sneakers. Created using a combination of computer-generated and hand-drawn designs, along with AI and 3D printing technology, the resulting footwear is out of this world.
In this designboom article, Nike’s Chief Innovation Officer, John Hoke, says, “We began to create prompts together with large language models that conjured quick images. And because of the pace and the fidelity of those images, we were quickly able to move from a series of a hundred plus mood boards into a design. And then the design process moved from strictly 2D into something we call phygital design, both physical and digital.”
Next up, we have Clue Perfumery. Created by designer Caleb Vanden Boom and perfumer Laura Oberwetter, this surreal brand identity features a striking-yet-dreamy custom wordmark and enchanting symbols that represent each fragrance.
According to The Brand Identity, “Each of the symbols delivers on the promise of capturing the essence of each perfume – for Morel Map, which evokes a foraging adventure in the springtime woods searching for morel mushrooms, Amado created a fitting symbol ‘with a slight psychedelic edge.”’
We think it’s a wonderful reminder that, even in a future dominated by technology, there’s still room for a human touch. This blending of the surreal with the real feels like it’s here to stay – we’re looking forward to how it might transform the retail landscape in ways we’re only just beginning to imagine.
Featured in the report:
Brown is the new black
Brown is back. Often overlooked and (frankly) unloved in favour of more vibrant tones, brown is enjoying a renaissance and we’re living for it. Right now it’s everywhere, and we’re enjoying its emergence as a dominant force in the world of fashion, interior design and beyond.
Brands are going for minimalistic, brown-based materials to convey a sense of quality and authenticity. Kraft paper, recycled cardboard and other brown eco-friendly materials are becoming common choices and we’re seeing it particularly in packaging and POS displays.
It’s an aesthetic that appeals to environmentally conscious consumers, offering a stark contrast to the glossy and colourful packaging of the recent past. You only have to look at coffee brand Sola’s ‘local’ transformation to see what we mean. Talking to Dieline, MPLS Senior Designer Brent Schoepf said, “Besides simply making a memorable brand, we wanted to build an eclectic mix of imagery that makes the brand feel like the dozens of roadside flea markets and pie shops in the area. It was important that each package felt authentic and unique but cohesive with the whole brand.”
Featured in the report:
Chunky, funky inflation
Chunky, squishy letterforms and playful curves are blowing up everywhere. These eye-catching typefaces and exaggerated elements are adding whimsy to brand communications, and rapidly becoming a favourite way to grab attention. We love them for their childlike approachability – they remind us of the doodles we did at school when we were bored. This is all about tapping into collective nostalgia and shared experience, and we think brands are onto something. Because when you give bubble letters a modern twist, you can create the perfect blend of familiarity and innovation.
This year’s Royal Television Society Cambridge Convention was titled: Too Much to Watch. The theme provided a basis for their exciting visual identity, with Studio Kiln using BIG bubble typography that competes for audience attention – imitating the content saturation that we’re all familiar with. In her article for It’s Nice That, Liz Gorney explores how Kiln used vibrant bubble letters to lighten the tone of that ‘everything, everywhere, all at once’ feeling. Studio Kiln partner and CD Charlie Hocking told her, “From the outset, the intention was always to create something that felt optimistic and encouraged attendees to think positively about the future of broadcasting.”
We think there’s a broader cultural shift here, too. One that embraces imperfection and celebrates individuality. In a world where authenticity is valued, designs with irregular shapes and unconventional forms give us a break from the norm.
Featured in the report:
LUSH window display
The North Face x Gucci, Art by Alessandro Michele, Photo by Daniel Shea
Le Bon Marché, Philippe Katerine
Clash of the colours
Once a fashion faux pas, the red and pink combo is coming in hot this year. See it dominating runways, displays, and packaging in markets around the world. It’s easy to mess up but oh-so-amazing when it works – if red and pink is wrong, then (as the saying goes) we don’t want to be right.
In this Brand Identity article, Gustavo Bittencourt talks about how his new design and technology school, co-founded with Glauber Sámpaio, is throwing away the rule book in pursuit of new ways of thinking and approaching creativity. Aprender Design’s red and pink launch campaign positioned it as a rule-breaker determined to make waves and change the world.
Creative Director Ade Chong of Studio Chong – creators of the vibrant, clashy, gorgeous Miixt branding – said it best in her conversation with Meg Farmer at Dieline, “As a brand, your single most important goal is to stand out, not blend in. So with every job we take on, we do our best to push our clients out of their comfort zones to create something truly standout and ‘sticky’ in their consumers’ minds.” You can read the full article here.
Featured in the report:
Palazzo Fendi, Rome
Bon Bon Bon Branding
Dries Van Noten Raven Rose Perfume
Nike Cortez
Merch is having a moment
Branded merch is booming. With Erewhon x Balenciaga kicking off autumn 2024, merchandise is now essential for brand enthusiasts. Trader Joe’s tote bags and Glossier hoodies are taking over social media and making headlines, proving that merch is more than just a purchase — it’s a lifestyle.
We’re seeing this trend guide the marketing strategies of brands across categories, with companies recognising the value of merch as a powerful tool for engagement and brand reinforcement. By offering well-designed, high-quality and desirable merch, brands are building deeper connections with their audiences – and encouraging consumers to become walking ambassadors. On social media, where visual content is queen, it’s even more powerful, with consumers and influencers sharing their latest finds and driving sales.
This is all part of a much larger shift in consumer behaviour: the desire for experiential and emotional connection with brands. Now more than ever, consumers are buying into a lifestyle, a set of values and a community. Merchandise allows brands to extend their narrative beyond core products, offering fans new ways to engage.
Featured in the report:
Greggs
Blank Street
Glossier
Erewhon
Blank Street
IKEA
Watch House
Grind
Living in full bloom
Thanks to their timeless appeal, florals are blooming. From Balmain’s stunning runway shows to Lego’s buildable bouquets, flowers are everywhere and showing no signs of fading.
We’re seeing floral motifs on product displays, POS and packaging. It’s giving us joy, nostalgia and emotional connection – what’s not to love? Whether it’s a high-fashion dress adorned with intricate floral embroidery or a simple Lego bouquet that brings a smile to someone’s face, florals have an irresistible power to uplift and inspire. And undeniably, brands are using florals to boost aesthetic value, too.
Featured in the report:
Shiseido Parlour, Japan, Ton van der Veer
Carline Rose Tana Lawn™, Liberty
Balmain, Paris Fashion Week SS24
Jo Malone London, Red Roses
Alexander McQueen, SS24
Liberty “Wild Rosinda”
Bouquet of Roses, Lego
Christian Dior, Kim Jones Collection
Back to the drawing board
It’s been a long time since people relied on pen and paper – but no matter how deep into the digital age we go, we still crave that human touch. Especially with the rise of AI generated content. As consumers search for authenticity, or chase nostalgia and comfort, we’re seeing a rise in hand-drawn illustrations and doodles.
Retail brands are using hand-drawn designs in various ways. To build personality, stand out on shelves, and to create a stronger emotional connection with consumers. In a market saturated by digital content, we’re seeing doodles and hand-drawn elements making a splash across packaging, product labels, social media graphics and advertising campaigns.
Enter Pamipe. Pampipe was the first brand of its kind in Spain but today, things are getting busy in the marketplace. We love the way this subscription pet food company is creating standout with lighthearted illustrations to convey silly (but not cutesy) animal antics. It’s a stark contrast to its competitors – who remain too clinical, too youthful, or too cutesy.
Emily Gosling says it best in her piece for bpando, “The other star of the show is the suite of illustrations. Again, these are beautifully simple, using thick black linework and an approach that strips dogs back to their simplest components: wee button eyes and nose, and the occasional shirt and tie. Again, they’re playful but not daft; ‘awww’-inducing but not twee. In short, they’re lovely and totally fit for purpose.”
Featured in the report:
We hope you’ve enjoyed the insights – and if we’ve sparked more creativity, even better. We’ll be back soon and if you’d like to be one of the first people to receive our next trend report, sign up here.
Comments