Bold or Bound? When to Break Design Norms in Branding
Knowing When to Be Disruptive or Follow the Flow in Branding
The quest to stand out and capture public attention is a constant challenge in the ever-evolving business world. It’s an ongoing debate among branding professionals and marketers: Should your brand take bold, unconventional steps to disrupt the market, or should it follow established trends to build familiarity and trust? Both approaches have their merits, and the decision often depends on the nuances of the industry, the target audience, and the brand's unique attributes.
The Case for Disruptive Branding
Disruption is synonymous with breaking the mold. Disruptive branding involves taking risks, thinking outside the box, and challenging traditional norms. It aims to grab attention by doing something unexpected that no one else is doing. This strategy is particularly effective in saturated markets, where standing out requires more than minor tweaks to existing formulas.
Take the concept of "chaos packaging," for example. This trend has seen brands package products in unconventional, attention-grabbing ways, such as selling coffee in VHS tape boxes or tampons in ice cream tubs. While seemingly bizarre, these disruptive tactics spark curiosity and conversation, drawing consumers in and generating buzz across social media platforms. By doing so, brands effectively turn their packaging into an advertisement, cutting through the noise in crowded retail spaces.
Disruptive branding also aligns with the preferences of younger generations, such as Millennials and Gen Z, who are drawn to innovation, uniqueness, and brands that push boundaries. Research from McKinsey highlights how digital technology and social media have amplified the appeal of disruptive marketing, enabling brands to connect with consumers in fresh and relevant ways.
However, disruption is not without its risks. A brand that strays too far from consumer expectations can alienate its audience. For disruption to be effective, it must be strategic and grounded in a clear understanding of what the target market values.
Traditional Marketing: The Case for Following Trends
On the other hand, traditional marketing and branding approaches focus on consistency, familiarity, and proven methods. Rather than reinventing the wheel, this strategy leans on what already works in the market, allowing brands to connect with consumers through recognizable messaging, design elements, and channels.
In times of economic uncertainty, consumers often gravitate toward brands that emphasize quality, reliability, and sustainability—attributes that feel secure and familiar. Luxury brands, in particular, have leaned into these trends, shifting their messaging to highlight craftsmanship and longevity during economic slowdowns. This approach resonates with existing customers and attracts new ones by appealing to universal values.
The advantage of following trends is the sense of trust and comfort it creates. Familiarity can be a powerful tool in branding, as consumers are more likely to engage with something they recognize and understand. By aligning with popular trends, brands can position themselves as relevant and in tune with their audience’s preferences.
Traditional vs. Disruptive: Striking the Right Balance
While the debate often frames disruptive and traditional branding as opposing forces, the truth is more nuanced. The most successful brands are those that strike a balance between the two approaches, blending innovation with familiarity.
To find this balance, brands must carefully evaluate which aspects of their identity can be reimagined and which should remain consistent. For instance, a brand might disrupt the market with an innovative product design or a bold marketing campaign while retaining a logo, color scheme, or tagline that consumers associate with trust and reliability.
Take the packaging example once more: while chaotic packaging may capture attention, it must also serve the product’s core purpose and communicate its quality. If the packaging becomes too confusing or impractical, it risks alienating customers rather than engaging them.
Another critical consideration is understanding industry norms. Trust and professionalism are paramount in some sectors, like healthcare or financial services. Brands in these industries may find it more effective to use traditional strategies, as disruption might undermine consumer confidence. In contrast, fashion, technology, or entertainment industries often reward bold, innovative moves that capture the public's imagination.
Ultimately, the key lies in knowing your audience and tailoring your approach to meet their expectations while offering something fresh and compelling.
Case and Point: Nova
When I designed the brand NOVA, I was partially inspired by the heat of summer and the attitude that sunglasses can bring to a person. As the eyes are the body's most expressive part, having that concealed by a shade adds an air of mystery and intrigue to one’s look.
When researching other sunglasses brands to see the scope of the design vibe, I noticed a lot of these brands were commonly going for a “summery” and “California Dreamin” vibe, which makes total sense given the time and moment one would want to buy some sunglasses. As I was about to make my variant, I was inspired by an unlikely source. A few years ago, there was this show called “The Idol,” and as infamous as it is for the content of the show, one thing about it stood out to me: the poster.
To break it down, we need to consider the attitude and mystery presented by our subjects, the intense lighting in the design, the warm colors, and most importantly, the font choice. The bold red font that ties the design together encapsulates the overall vibe with one word: DANGER! This isn’t dangerous in the sense of a horror movie, but rather an indication that these characters will take you on a thrilling journey that makes you question whether you should join in. Therefore, I focused on developing a style for NOVA that embodies a brutalist personality, emphasizing the attitude associated with wearing sunglasses.
To set the mood, I gathered images that encapsulated the danger and bold style NOVA intended to convey. I chose black and red, accented with some blue. Although unintentional, these colors inadvertently evoked associations with police sirens, further enhancing the controversial vibe. I realized I was on the right track.
Once the creative direction was set, It was time to create the logo. Brutalism is known for its simplicity and getting “straight to the point” in its design; a wordmark is perfect for this endeavor. I manipulated an angular type to be a bit fuller, so it would be visible when applied to digital and physical assets. I also created a secondary variant of the logo so it can adjust and adapt to other mediums like tote bags, billboards, and shirts, without having to struggle with the stretch and morph the main logo.
And the results speak from themselves:
What you have is a brand that embodies the essence of a sunglasses company, yet stands out by promoting the empowering message of being unapologetically yourself. It serves as an avenue for individuals to stop concealing their true selves, offering a stylish way to express authenticity. With these sunglasses, you can look effortlessly cool while feeling bold and confident. Embrace your uniqueness, and let your personality shine through – it’s time to make a statement that reflects who you truly are!
