# Branded Variance Bored with familiar imagery, consumers turn to products that negate routine. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Apr 21, 2014 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-variance ## Key Figures - Trend score: 4.5/10 - Evidence articles: 6 ## What is the Branded Variance trend? **Branded Variance:** It’s standard practice to create a brand image and stick to it, but a resonating movement of independent brands that are highlighting a random, varied aesthetic are gaining the attention of consumers by offering an unexpected experience. Being recognized by consumers craving the antithesis to routine, the brands are making an impact through infamy rather than familiarity. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 6, 2013 to Sep 16, 2014 - Published: Apr 21, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Branded Variance trend ### Playful Branding Brands that adopt playful and whimsical designs on their products or packaging appeal to consumers who crave the antithesis to routine. ### Emotional Branding More brands are creating an emotional connection with their audiences through the use of travel references, icons, and images on their product packaging. ### Customizable Packaging In order to appeal to consumers with varying preferences, customizable packaging has become a trend in the cosmetic industry, allowing for personalized mixing and matching of products. ## What the Branded Variance trend means for industry ### For Cosmetics The cosmetics industry can benefit from playful and customizable branding to appeal to consumers looking for unique and personalized products. ### For Food and Beverage Travel references and emotional branding can be utilized in the food and beverage industry to create an aspirational product that resonates with consumers who enjoy exploring new cultures and cuisines. ### For Design Trends in playful and eclectic branding across various industries present an opportunity for designers to explore creative solutions that differentiate their clients' products from competitors. ## Trend signals for Branded Variance Trend score 4.5 out of 10, from popularity 73%, activity 55%, freshness 8%. - Popularity: 73% - Activity: 55% - Freshness: 8% ## Examples of the Branded Variance trend 6 featured examples from Nov 6, 2013 to Sep 16, 2014. - [Mix-and-Match Facial Merchandizing](https://www.trendhunter.com/trends/twister-sisters-packaging): Twister Sisters Packaging Invites Cosmetics Set Customization (Category: Fashion) Implication: Cosmetic companies can use mix-and-match packaging to offer personalized skincare regimens. - [Pebbly Polish Branding](https://www.trendhunter.com/trends/stone-nail-polish-packaging): S-Tone Nail Polish Packaging Embodies the Organic Beauty of River Rocks (Category: Fashion) Implication: Incorporating organic packaging and unique shapes can help cosmetic brands differentiate themselves and appeal to environmentally-conscious consumers. - [Eclectic Artistic Infusions](https://www.trendhunter.com/trends/communitea-packaging): Communitea Packaging Features Distinctive Doodles on Each Variety (Category: Social Good) Implication: Brands in the food and beverage industry can experiment with unique and culturally-relevant packaging designs to stand out in a crowded market and connect with consumers. - [Alphabetic Block Branding](https://www.trendhunter.com/trends/johan-nystrom-tea-packaging): Johan & Nystrom Tea Packaging Embodies the Basics in Form and Principle (Category: Eco) Implication: Opportunity for disruptive innovation in the packaging industry through the development of eco-friendly packaging solutions that combine aesthetics with sustainability. - [Adventurous Brand Identities](https://www.trendhunter.com/trends/mia-fruit-wine-packaging): MIA Fruit Wine Packaging Tempts You With References to Traveling (Category: World) Implication: Disrupt the traditional approach to alcoholic beverage packaging by utilizing unique and creative designs to attract consumers. - [Caricaturized Earbud Packaging](https://www.trendhunter.com/trends/headphone-packaging-design): EarBudeez' Headphone Packaging Design Turns Earbuds Cartoony (Category: Marketing) Implication: Innovation opportunities for electronics companies to enhance their packaging designs and create a stronger connection with consumers. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)