Branding I Love: Why “Contemporary Retro” Feels So Fresh
You ever see a brand and just love it?
Lately, I’ve been really into a style I’m calling contemporary retroism.
It’s this mashup of old-school charm and modern clarity. Think:
Bold. Playful. Vintage-inspired.
But still clean, sharp, and totally current.
A Few Brands That Nail It
Two recent favorites:
Graza Olive Oil – Big type. Punchy green. A brand that feels fun without trying too hard.
Ayoh Mayo – Retro vibes with a modern edge, making a condiment brand feel like a lifestyle.
These brands stand out in crowded markets by leaning into personality instead of polish.
Why It Works
Here’s what I love about this style:
It’s nostalgic without feeling dated.
The throwback cues are there, but they’re executed with intention—not irony.It’s bold without being obnoxious.
It makes a statement, but doesn’t shout over the product or the experience.It feels alive.
There’s movement, texture, and emotion. You can feel the brand before you read a word.
This isn’t the sterile, grayscale, Helvetica-heavy branding that dominated for years. It’s branding with flavor. With tone. With a point of view.
The Design Language
What makes this trend work visually?
Expressive typography — Big, sometimes imperfect, always full of attitude
Hand-drawn illustrations — A human touch that breaks the grid
Unexpected color palettes — Not just neutrals, but juicy, vibrant tones that stand out
Designed imperfection — A little offbeat, a little weird. And that’s the charm.
In a sea of safe, this stands out.
It’s Not Just Aesthetic—It’s Emotional
If you’ve worked with me, you know I’m big on emotional connection in branding. The best brands don’t just look good—they feel right.
That’s why I’m into this trend.
Because it reminds people of something familiar, but in a way that’s reimagined.
It invites them in. It connects.
And in my book, that’s the most valuable thing branding can do.
Want to explore a more human, expressive identity for your brand?
Let’s talk about how to bring that feeling into your website or brand system.
Fairbuilt Design Studio is a perpetual work in progress—and I’m sharing as we go. Here’s the work, here’s how to connect, and I’m over on Instagram, Youtube, and LinkedIn too.