current branding trends to know this year

Tesla, jewelry, cookware, and Sberbank — what do they have in common? They successfully attract and retain loyal audiences by leveraging strong branding.

Artificial intelligence, the metaverse, and sustainability are three key factors that have irreversibly influenced the evolution of brands. Let’s explore the current branding trends that companies should adapt to this year.

Sustainable branding

Sustainable branding is a response to growing concerns about the planet’s condition. In an era of high consumption, mindful purchasing and product use are crucial, and brands can convey this idea to their audiences. When developing branding, a company’s commitment to sustainability is often a deciding factor.

Sustainable branding goes beyond simply adding green hues to a logo—it involves deeply integrating environmental values into all aspects of a company’s operations, from production to customer communication.

What does sustainable branding include?

— Sustainable production. Use eco-friendly materials, minimize waste, and rely on renewable energy sources. This requires thorough analysis and partnerships with suppliers who share these values.

— Transparency and accountability. Share information openly about efforts to reduce environmental impact through packaging, social media, and advertising.

— Social responsibility. nvest in charitable projects that support environmental initiatives and promote responsible behavior.

— Eco-friendly packaging. Opt for recyclable or biodegradable materials and minimize packaging volume.

— Social campaigns. Build trust and a positive image with content showcasing the brand’s team efforts toward sustainability.

Generation Z and Millennials increasingly prioritize sustainability. For these demographics, eco-consciousness is a significant factor when choosing products and services. Brands ignoring these values risk losing market share.

How Tesla predicted the green trend?

Tesla embraced the sustainability trend by focusing on electric vehicles, anticipating the rising demand for green energy. The brand’s mission—accelerating the transition to sustainable energy—aligns with global demands.

Analyst firm Canalys predicts that by 2030, electric vehicles will account for nearly half of all passenger cars sold globally. Tesla has demonstrated an environmental breakthrough, reinforcing its values through advertisements emphasizing safety in every sense.

AR and VR technologies in branding

Emerging technologies like augmented reality (AR) and virtual reality (VR) are transforming branding, offering innovative ways to engage consumers and create memorable experiences. These tools go beyond traditional campaigns to deliver immersive interactions that enhance audience loyalty and brand recognition.

How to use AR and VR in branding?

AR:

— Interactive advertising. Through markers like QR codes on packaging, AR lets consumers view 3D product models, videos, or interactive games, providing an up-close experience.

— Virtual try-ons. In fashion and beauty, AR enables virtual trials of clothing, makeup, or accessories, boosting buyer confidence and encouraging experimentation.

— Interactive displays AAR turns store windows into interactive platforms where users can engage with virtual objects and learn more about the brand.

— Games and filters. AR filters and games on social media are powerful tools for boosting brand awareness and engaging target audiences.

VR:

Virtual tours. Offer immersive experiences, such as factory tours, production processes, or previews of future spaces like apartments.

Interactive presentations. Replace static presentations with interactive VR experiences to showcase product or service benefits.

Training and education. Use VR to immerse employees in virtual environments where they can practice problem-solving and gain valuable experience in a safe, controlled setting.

These technologies create unique consumer experiences, making brand interactions engaging and memorable.

How a developer used VR for apartment tours?

Perm-based developer Orso Group offers clients innovative apartment selection through virtual tours. Using the Planoplan Go app and 3D glasses, clients can immerse themselves in future living spaces.

Minimalism and simplicity in design

Branding trends also impact visual identity. Companies are shifting from elaborate designs to clean, minimalist aesthetics that convey deeper meanings while simplifying audience perception.

How to refresh a brand with design?

— Color palette. Use a limited number of colors, often neutral with one or two accents, avoiding visual noise.

— Simple shapes and lines. Employ geometric forms and clean lines for orderly, harmonious compositions.

— Functionality. Ensure every design element serves a purpose. Avoid unnecessary details.

— Whitespace. Use empty space around design elements to emphasize their importance and create a sense of calm.

—Typography. Stick to one or two fonts for visual harmony and readability.

Minimalist design is practical and adaptable across various platforms, addressing both aesthetic and functional needs.

How Tupperware’s rebranding reshaped its image

Tupperware revamped its branding to appeal to a younger audience after its outdated style failed to resonate. The brand highlighted its mission of empowering women and overhauled its identity.

The new logo is clean and free of unnecessary elements, with a streamlined color palette. Bright graphic elements, including infographics and icons, were introduced. This modern approach made the brand more emotional and engaging.

How did the new style impact the image of the real estate agency?

When we developed the visual identity for the real estate agency EVO, our goal was to preserve its positioning while emphasizing the client’s active involvement in collaboration with the realtor.

We created a metaphor of synergy between the client and the realtor to symbolize successful transactions. This concept was visually represented through a graphic element: the merging of two flat shapes into a single form using an optical illusion resembling a building. The combination of two complementary colors with a gradient reinforces the metaphor, while their contrast draws attention.

It’s worth noting that the logo branding was kept minimal at the client’s request, but we successfully created a cohesive and recognizable brand identity that captures the audience’s attention.

The brand elements are minimalist in their execution. Communication has become clear and modern. The minimalist approach "refreshes" the company’s existing identity, adding deeper meaning through the metaphor while the visual style helps the brand stand out among competitors.

Diversity and inclusion

The push for inclusivity in society has influenced 2024 branding trends. Brands now reflect the diversity of their audiences and foster a sense of belonging for all consumers.

How to implement inclusivity in branding?

— Models. Feature individuals of various ages, ethnicities, body sizes, and gender identities in campaigns, avoiding stereotypes.

— Photos and videos. Highlight diverse life scenarios, including individuals with disabilities.

— Tone. Adopt an open and friendly tone that fosters connection.

— Accessibility. Create content accessible to people with disabilities, such as subtitles for videos.

— Product range. Offer inclusive options, such as plus-size clothing.

— Equality in the workplace. Cultivate an inclusive environment valuing diversity and equal opportunities.

— Partnerships. Collaborate with organizations promoting inclusivity.

Inclusive marketing expands a brand’s audience and builds loyalty by emphasizing shared values.

How Sberbank implements inclusivity?

Sberbank adapts its channels for various groups to ensure accessibility, including office services, call centers, ATMs, and digital platforms. For example, visually impaired customers can use accessible mobile apps and ATMs, while hearing-impaired clients benefit from remote sign language services.

Digital transformation

With over 5 billion internet users worldwide, online presence has become essential for brands to connect with and retain audiences.

How brands communicate digitally?

— Personalization. Big data enables brands to offer tailored experiences based on deep audience insights.

— Video content. Dynamic videos convey ideas and messages through storytelling and atmosphere.

— Emotional connection. Memorable, unique content builds emotional bonds and fosters loyalty.

— Feedback. Engaging in sincere dialogue with audiences builds trust.

— Communities. Creating value-driven communities strengthens long-term relationships.

It’s important to remember that digital branding is an ongoing process that requires constant adaptation to the evolving trends of the digital landscape. To explore online branding in more detail, follow the link and read the article «The digital era: the transformation of branding through technology».

How SBLESKOM uses EGC content?

Jewelry brand SBLESKOM incorporates various trends, including user-generated content, minimalism, and authenticity. Through EGC, they highlight the team behind their brand. A video showcasing their crafting process demonstrated meticulous attention to detail and craftsmanship, bringing the brand closer to its audience by revealing behind-the-scenes insights.

Trends should be thoughtfully interpreted and tailored to fit a brand’s identity. Successful implementation requires maintaining consistency and a recognizable brand voice while integrating these innovations.