Design in 2020 — what will branding look like?
As part of our series about design in 2020, Emma Barratt, creative director at Wolff Olins, looks at what brand design will look like over the next 12 months.
What do you think 2020 will hold for branding design?
Branding will continue to focus on experience. People want meaningful experiences and the truth from brands. In-house agencies may have an advantage in delivering this because they are integrated with product teams, and know their customers and brand better than anyone. To stay relevant, traditional brand agencies will need to change their model, and focus more on substance, and less on the wrapper.
What was your favourite branding design project in 2019 and why?
Impossible burgers. It’s flipped the meat industry on its head, tapped into a mainstream audience, and is positive for planet and society. I can’t recall its logo, but I know what it does, and what it’s called. A brand that makes impossible, possible.
Truth in advertising and design is crucial.
Along the same lines but I thought the ‘THIS’ isn’t meat branding stood out to me, straight-forward and to the point. Simple branding that just works from the packaging to campaign.