# Branding Imperfection Brands turn to flawed packaging to reflect realistic shortcomings. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 30, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branding-imperfection ## Key Figures - Trend score: 4.2/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Mar 6, 2013 to Mar 27, 2014 - Published: May 30, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [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 Branding Imperfection trend ### 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. ### Repurposed Packaging Designers are repurposing printed materials like newspapers and flyers to create unique and sustainable packaging solutions. ### Minimalistic Branding Brands are opting for minimalist and uniformed aesthetic design, creating simple and impactful visual impressions. ## What the Branding Imperfection trend means for industry ### For 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 for Branding Imperfection Trend score 4.2 out of 10, from popularity 61%, activity 58%, freshness 8%. - Popularity: 61% - Activity: 58% - Freshness: 8% ## Examples of the Branding Imperfection trend 5 featured examples from Mar 6, 2013 to Mar 27, 2014. - [Crumpled Paper Bag Packaging](https://www.trendhunter.com/trends/ur-wine): The UR Wine Bottle Comes in a Wrinkled Brown Paper Bag (Category: Lifestyle) Implication: Innovating wine and beverage packaging with unconventional designs can create a unique selling point for brands and appeal to a broader range of consumers. - [Torn Bulletin Branding](https://www.trendhunter.com/trends/brandy-chronicle-packaging): Brandy Chronicle Packaging Came From Repurposing Periodicals (Category: Eco) Implication: Innovations in creative and sustainable packaging solutions across industries. - [Busted Bottle Branding](https://www.trendhunter.com/trends/broken-beer-packaging): Broken Beer Packaging Suggests Cracks in the Glass That'd Potentially Form (Category: Lifestyle) Implication: 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. - [Merged Emblem Branding](https://www.trendhunter.com/trends/figula-winery): Figula Winery is Reinvented with the Coat of Arms of Two Areas (Category: Lifestyle) Implication: Disruptive innovation opportunity: Reinventing branding strategies for wineries and beverage companies by incorporating regional symbols and minimalistic designs. - [Broken Symbol Branding](https://www.trendhunter.com/trends/smets-branding): Smets Packaging Outlines the Specialties of This Exciting Store (Category: Marketing) Implication: The fashion retail industry can adopt contrasting visual techniques in their branding to stand out in a highly competitive market. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)