How the business approach to branding is changing - the opinion of CEO Brandson (TSN)

My feeling is that in 2021, clients were more open to making bold decisions as a result of the fatigue from the COVID-19 framework and the general unfavorable environment. Customers, like consumers, want to make themselves known in such a way as to dilute the gray reality. This brightness is embodied in different ways: for example, in the form of videos for TikTok from the Belaya Dacha salad brand. In one of them, the iceberg that the Titanic stumbled upon suddenly turns out to be a lettuce. This is a great pun and a good example of viral marketing.

Design trends logically continue the theme of boldness: contrasting colors, neon elements and cyberpunk holograms. Also, the popularity of 3D does not decrease, but already in a new reading: the graphics become hyper-realistic, such that mocaps are now difficult to distinguish from real photographs. The trend towards realism is also present in the corporate identity concepts. The trend is simple and understandable illustrations: for example, the main branding element for the Tolkovo second-hand chain is a pattern. Another illustrative example is the rebranding of Burger King, whose logo has become more readable. Without the framing blue line, it better guesses a burger assembled from buns in corporate colors.

In 2020, the “outsiders” were offline retailers and the restaurant business. Which is not surprising: these industries were most affected during the period of self-isolation. This year, retail chains breathed a little more freely - covid restrictions did not become the same noose for them as for restaurants. Retailers have taken up branding again, and for them, creativity does not end with design.