# Branding Whimsicality Surreal packaging offers consumers a temporary detachment from reality. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Aug 20, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branding-whimsicality ## Key Figures - Trend score: 2.7/10 - Evidence articles: 4 ## What is the Branding Whimsicality trend? **Branding Whimsicality:** Moving away from descriptive aesthetics, brands are turning to whimsical imagery to enhance visual engagement. Referencing fairytales and childhood stories, these products offer a visual escape from reality, combining familiar imagery with the need for more relatable marketing tactics. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 3 to Aug 19, 2014 - Published: Aug 20, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Branding Whimsicality trend ### Whimsical Packaging Brands are turning to whimsical imagery to enhance visual engagement, referencing fairytales and childhood stories to offer a visual escape from reality. ### Surreal Branding Brands are using surreal, dreamlike imagery to appeal to consumers seeking products that offer a departure from the everyday. ### Fantasy-Inspired Design Designs inspired by fairy tales and fables are on the rise, appealing to consumers looking for a playful and imaginative experience. ## What the Branding Whimsicality trend means for industry ### For Food and Beverage Whimsical packaging and fantasy-inspired branding can offer a way to differentiate food and beverage products in a crowded marketplace. ### For Entertainment Surreal and fantasy-inspired designs can create a unique and memorable brand identity for entertainment companies and products. ### For Fashion and Beauty Whimsical and surreal designs can create a sense of playfulness and appeal to consumers seeking new and unconventional products in the fashion and beauty industry. ## Trend signals for Branding Whimsicality Trend score 2.7 out of 10, from popularity 47%, activity 26%, freshness 8%. - Popularity: 47% - Activity: 26% - Freshness: 8% ## Examples of the Branding Whimsicality trend 4 featured examples from Feb 3 to Aug 19, 2014. - [Surreal Carnival Vodka Branding](https://www.trendhunter.com/trends/surreal-carnival-vodka-branding-let-your-imagination-run-wild-with-the-new): Let Your Imagination Run Wild with the New Absolut Design (Category: Lifestyle) Implication: Disruptive innovation opportunity: Develop innovative packaging designs and limited edition flavors to appeal to consumers seeking unique and enjoyable drinking experiences. - [Fairytale Cheese Packaging](https://www.trendhunter.com/trends/cheese-packaging-design): Cheese Fables' Cheese Packaging Design is Inspired by a Classic Story (Category: Life-Stages) Implication: Food and beverage companies can explore whimsical packaging design to stand out on store shelves and attract customers. - [Wonderland Coffee Branding](https://www.trendhunter.com/trends/coffee-cake): Whimsical Animals Personify Each Type of Coffee Cake Blend (Category: Lifestyle) Implication: Potential for coffee and tea companies to adopt unique and creative packaging strategies inspired by whimsical characters to stand out in the market. - [Whimsical Beer Can Branding](https://www.trendhunter.com/trends/beer-can-design): The Hitchhiker Beer Can Designs Are Inspired by World Travellers (Category: Lifestyle) Implication: Opportunity to disrupt the alcoholic beverage industry with unique and visually captivating beer can designs inspired by travel. ## 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)