# Sentimental Branding Consumers gravitate towards products made with care. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Feb 11, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/sentimental-branding ## Key Figures - Trend score: 4.3/10 - Evidence articles: 7 ## What is the Sentimental Branding trend? **Sentimental Branding:** Consumer desires for authenticity and health are converging with the development of products made "with love." This approach evokes trust in the production of a product and transparency of a brand, as well as align with the artisan movement. More importantly, thoughtful, emotive branding such as this goes a long way with the modern consumer, who has witnessed the rise of DIY and maker culture and immediately associates it with high-quality. ## At a Glance - Evidence: 7 featured examples - Articles from: Jan 20, 2015 to Apr 25, 2017 - Published: Feb 11, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [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 Sentimental Branding trend ### Handcrafted Branding Consumers are gravitating towards products with handcrafted branding, indicating potential insights for companies to explore more organic, artisanal, and genuine marketing strategies. ### Authenticity and Transparency Consumers are looking for healthier options and therefore demanding authenticity and transparency from brands, offering opportunities for companies to emphasize traceability, real ingredients, and other trustworthy practices. ### DIY and Maker Culture The rise of DIY and maker culture has led to consumers' perceptions of quality being tied to authenticity and the artisan movement, showing companies that incorporating DIY and maker elements may appeal to modern sensibilities. ## What the Sentimental Branding trend means for industry ### For Food and Beverage Companies in the food and beverage industry can take advantage of these trends and focus on emphasizing the authenticity and handcrafted nature of their products to appeal to consumers looking for healthier, unprocessed options. ### For Consumer Packaged Goods Consumer packaged goods companies can explore opportunities for handmade packaging concepts that communicate high quality and artisanal appeal, with the potential to increase product engagement and customer loyalty. ### For Marketing and Advertising Marketing and advertising professionals can draw inspiration from these trends to develop campaigns that highlight transparency, authenticity, and traceability to build trust with consumers while emphasizing the handcrafted aspects of products and services. ## Workshop question How can you convey more care and craftsmanship that speaks to today's maker culture? ## Trend signals for Sentimental Branding Trend score 4.3 out of 10, from popularity 52%, activity 70%, freshness 8%. - Popularity: 52% - Activity: 70% - Freshness: 8% ## Examples of the Sentimental Branding trend 7 featured examples from Jan 20, 2015 to Apr 25, 2017. - [Homespun Soup Packaging](https://www.trendhunter.com/trends/soup-packaging-design): These Soup Packaging Designs Inspire Visions of Homecooking (Category: Lifestyle) Implication: Opportunity for food and beverage brands to use packaging design to enhance the attractiveness of their product range and connect with customers. - [Homemade Ice Cream Mixes](https://www.trendhunter.com/trends/ice-cream-mix): These Cartons Offer a Variety of Mixes That Can Transform into Ice Cream (Category: Lifestyle) Implication: Disruptive innovation opportunity: Developing innovative packaging, mixes, and equipment for at-home ice cream making to tap into the growing demand for DIY food experiences. - [Crocheted Carton Branding](https://www.trendhunter.com/trends/milk-carton-packaging): This Milk Carton Packaging Takes Inspiration from Granny's Crafts (Category: Lifestyle) Implication: Innovative packaging concepts are essential for standing out in the competitive food and beverage industry, where product differentiation is key. - [Farm Fresh Snack Bars](https://www.trendhunter.com/trends/made-with-local): Made with Local's Products Emphasize Natural and Handmade Origins (Category: Lifestyle) Implication: The food and beverage industry can benefit from highlighting the use of local ingredients and creating packaging that showcases their natural origins. - [Homespun Soup Stock Branding](https://www.trendhunter.com/trends/soup-stock): The Branding for Progresso's Soup Stocks Takes an Artisanal Approach (Category: Lifestyle) Implication: The food packaging industry can explore new opportunities in creating artisanal-inspired packaging that connects with consumers on an emotional level. - [Homespun Granola Packaging](https://www.trendhunter.com/trends/granola-packaging): This Example of Granola Branding Features Farmyard Illustrations (Category: Pop Culture) Implication: Developing artisanal packaging concepts to enhance the visual appeal of the product can be beneficial in attracting health conscious consumers to a range of food and beverage prod… - [Homemade-Inspired Crispy Cookies](https://www.trendhunter.com/trends/crispy-cookies): Pepperidge Farm Farmhouse Thin & Crispy Cookies are Simple (Category: Lifestyle) Implication: Food manufacturers can explore the development of clean label products, like Pepperidge Farm Farmhouse Thin & Crispy Cookies, to meet the demands of health-conscious consumers. ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)