Start-ups like Topicals and Omsom are shunning minimalism and using bright colours to reach consumers on Instagram.
Instagram being the go-to advertising platform for direct-to-consumer (DTC) brands, minimalistic branding, had become widespread. With brands wanting to offer “easy-to-understand” experiences and consumers adjusting to rising online shopping trends, minimal and pastel-heavy aesthetics like Sans Serif have been extensively popular.
However, start-ups are abandoning branding strategies in favour of brighter, clashing colours and oversized lettering. Brands trying to “stand for something bigger” are using disruptive social media strategies to reach out to new consumers.
Brand strategist, Aja Singer, notes brands targeting Gen Z are taking different branding and community building approaches. This trend has been accelerated by TikTok’s growing popularity and could make “TikTok and Gen Z aesthetics” the new norm on Instagram.
[6 minute read]