Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branding
Imperfection
Brands turn to flawed packaging to reflect realistic shortcomings.
4.2
Trend score
Trend
What is the Branding Imperfection trend?
Branding Imperfection: Despite a continuous emphasis on perfection in the media, achieving such results is often rare and uncommon. Seeking to reflect a more realistic view of consumer behavior, brands are turning to purposely broken and torn product labels to emphasize natural shortcomings and flawed aesthetics. Referencing notions of imperfection helps create a sincere link between the consumer and brand, speaking to a desire for more sensible and personally reflective forms of consumer engagement.
Trend themes
Themes within the Branding Imperfection trend
Three behaviours holding the trend together01
Imperfection Aesthetics
Brands are turning to purposely broken and torn product labels to emphasize natural shortcomings and flawed aesthetics, creating a sincere link between the consumer and brand.
02
Repurposed Packaging
Designers are repurposing printed materials like newspapers and flyers to create unique and sustainable packaging solutions.
03
Minimalistic Branding
Brands are opting for minimalist and uniformed aesthetic design, creating simple and impactful visual impressions.
Industry implications
What the Branding Imperfection trend means for industry
Where the trend changes the playbookFor
Packaging
Packaging designers can apply the trend of repurposed materials and imperfection aesthetics to create unique and sustainable packaging solutions.
For
Branding and Marketing
Marketing professionals can utilize the trend of minimalistic branding to create simple and impactful visual impressions for their brands.
For
Consumer Goods
Consumer goods manufacturers and designers can apply the trend of imperfection aesthetics to reflect a more realistic view of consumer behavior and create a sincere link between the consumer and their brand.
Trend signals
Trend signals for Branding Imperfection
Trend score 4.2 out of 10, from popularity 61%, activity 58%, freshness 8%.
Popularity61%
Activity58%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Branding Imperfection trend
5 featured examples from Mar 6, 2013 to Mar 27, 2014CategoryLifestyle
Crumpled Paper Bag Packaging
The UR Wine Bottle Comes in a Wrinkled Brown Paper Bag
Innovating wine and beverage packaging with unconventional designs can create a unique selling point for brands and appeal to a broader range of consumers.
CategoryEco
Torn Bulletin Branding
Brandy Chronicle Packaging Came From Repurposing Periodicals
Innovations in creative and sustainable packaging solutions across industries.
CategoryLifestyle
Busted Bottle Branding
Broken Beer Packaging Suggests Cracks in the Glass That'd Potentially Form
Broken Beer Packaging's design would be best suited to the beverage industry since it plays off the shape of the bottle and speaks to the emotions of the consumer.
CategoryLifestyle
Merged Emblem Branding
Figula Winery is Reinvented with the Coat of Arms of Two Areas
Disruptive innovation opportunity: Reinventing branding strategies for wineries and beverage companies by incorporating regional symbols and minimalistic designs.
CategoryMarketing
Broken Symbol Branding
Smets Packaging Outlines the Specialties of This Exciting Store
The fashion retail industry can adopt contrasting visual techniques in their branding to stand out in a highly competitive market.
