JKR

5. The trend for authenticity will probably outlive the current design fashions.

The market is becoming saturated with brands big and small offering us hand whittled and personable branding. It is a fashion, and as such is bound to become passé before too long. However, as consumers we are living in an ever more disconnected world where authenticity will become increasingly valued. So beyond this year’s typeface and illustration trends, there will be good reason for brands to focus on what makes them idiosyncratic and thus “real”.

Meanwhile, anyone with access to a chicken, a book on branding and a computer can now market their own eggs on line. The Internet has opened the market to myriad cottage industries. It will be fascinating to see if this takes us back to where we began, with a sense that we can buy anything we want, from food to art, directly from “real” producers. And how will “proper” big brands react to this? Possibly by offering a trustworthy sense of fame that comes from celebrating their scale, rather than pandering to “little me” whimsy, as some are currently attempting. Below are a few examples of our work – perhaps they show that it is possible to offer design that has a sense of soul without resorting to “hand made” fashions that will quickly pass…

Some images used in this piece were taken from Robert Opies packaging
museum. It’s well worth a visit! www.robertopiecollection.com

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