With spring in full swing, it’s the perfect time to pack up your winter coat and toss that mysterious takeout container that’s been hiding in your fridge since who-knows-when. Out with the old, in with the new—it’s time for a refresh. A spring cleaning, if you will. Not only are the seasons doing their annual shuffle, but brands are also undergoing a serious transformation.

As branding continues to evolve, a few things are becoming abundantly clear for 2025. Brands have traded in their old playbooks of polished logos and catchy taglines for something far more powerful: cultural architecture and emotional lifelines—some even backed by Ai ecosystems! A whole new set of trends have just entered the chat and if you’ve been keeping up with the changing tides, you know this isn’t just a shift—it’s a full-blown revolution, shaking up everything from strategy to design.

Here are 5 trends to look for this year:

1. Sensory Marketing Tap Sensory marketing is revolutionizing how brands connect with consumers, especially online where direct interactions can be tricky. By tying sensory experiences to products, brands transform simple ideas into unforgettable moments. Food-related campaigns that tap into nostalgia or trigger a dopamine hit build deep emotional connections with products. Take Rhode Skin’s "Strawberry Glazed" launch with Krispy Kreme—this wasn’t just savvy sensory marketing; it was a masterclass in sparking a craving by evoking familiarity. Our Brand Experience team

2. Hyper-Personalization Powered by Ai Say goodbye to one-size-fits-all branding—2025 is all about AI-powered, hyper-customized experiences. Brands will leverage data analytics to fine-tune everything, from product suggestions to dynamic design elements that adapt to individual preferences. Imagine Spotify Wrapped, but for every single interaction. Adidas is already paving the way with adaptive digital campaigns and exclusive shopping experiences, setting the standard for what’s next.

3. Brand Personality Revival Custom fonts and expressive typography are taking center stage as brands move toward flexible, evolving identities. The era of rigid logos is over—expect a mix of retro serifs (ironically making a comeback with Gen Z), modern sans-serifs, and vibrant, dynamic visuals. Brands like Fishwife and Graza embrace illustrations to add personality, while bold, unpolished, and human designs replace minimalism. With Meow Wolf’s current brand, we get to have fun with quirky custom fonts and bold colors—perfect for a one-of-a-kind, whimsical immersive experience that spans multiple cities. Neo-brutalism introduces raw textures and clashing colors, highlighting authenticity and creativity. To some, chaotic; to others, brilliant!

4. Purpose in Plain Sight In 2025, consumers are done with empty promises—they want proof! The brands that succeed will be the ones who back up their words with real impact, not just talk. It’s all about sustainability, diversity, and ethical practices in every part of the business. Look at Bombas with their “buy one, donate one” model. Brands that make a difference stand out. But brands that are transparent? Stand even taller. Everlane’s "radical transparency" shows how being open about cost practices wins over consumers who care about ethics.

Our client, MLK Community Healthcare, is already embracing this approach. Committed to serving a diverse, low-income population, they’ve moved away from stock imagery to prioritize authenticity and reliability. In 2025, real, transparent, and committed brands earn trust.

5. Collaboration Nation Have you tried Pop-Up Bagel yet? If not, you’re missing out! Their collaborations, like Grillos' Pickle Flavored Cream Cheese, show how brand partnerships are driving innovation and setting trends. In 2025, teaming up is a game-changer. Brands are creating magic by joining forces and delivering products they couldn’t achieve alone. It’s not new, but it’s hotter than ever, with some partnerships driving up revenue by 50%. Take McDonald’s and Travis Scott—an unexpected duo, but it led to a shortage of ingredients due to its success. Speaking of McDonald's, we recently collaborated on an exciting campaign where we created fun videos in partnership with Genshin Impact, the action-packed, anime-style game. These collaborations expand reach, create buzz, and surprise consumers. In 2025, brands that innovate together will lead the way for growth.

This is just the tipping point. Numerous other emerging trends are shaping more impactful brands as times evolve.

The key takeaway? Be Bold. Break Boundaries. Be Fun. In 2025, successful branding isn’t just about selling products or ideas—it’s about creating real human connections. Brands are evolving their models and identities to be playful, intentional, and a little messy, because that’s what makes them classically unforgettable. Get in touch to learn more.