Top 100 Branding Trends in 2023

The top 2023 branding trends offer a look at the ways established brands are inviting consumers into their origins, or pivoting to refresh the way they are perceived in the public eye, as well as how new brands are firmly establishing their place in competitive markets.

In 2023, Mattel presented a masterclass in marketing to support the highly anticipated release of the Barbie movie. Surrounding the film’s summer release, co-branded Barbie products were unmissable, spanning everything from fashion and footwear collections to hot-pink suitcases, toothbrushes, snacks, drinks, home decor and beauty products.

Also in the summer of 2023, Heinz kicked off its first-ever unified global rebrand and marketing platform, It Has to Be Heinz, spotlighting the "irrational love" fans have for its products. Since then, the brand has spoken to its core consumers with ketchup-colored interior paints and special bottles with labels that double as templates for tattoo artists.

Dive deeper into branding innovations with Trend Hunter’s 2024 Trend Report.