AI Fears Fueling "Handmade" Branding Trend
A growing number of brands are adopting a "handmade" aesthetic, driven by the perceived threat of AI and a desire for differentiation. However, this trend risks becoming superficial.
Many companies have recently begun to favor a "handmade" or "drawn" look in their brand identities. This trend, which incorporates elements like hand-lettered typography and imperfect shapes, has gained momentum alongside the rapid advancement of artificial intelligence (AI).
Designers perceive AI as a threat and are consequently inclined to distance themselves from purely digital tools. The "handmade" aesthetic offers a means to emphasize humanity and uniqueness in a competitive landscape where many brands are seeking distinctiveness. Examples include Panera Bread and St. Regis, which have adopted such elements to stand out and connect with consumers.
However, experts caution that the trend can become superficial if it is not deeply rooted in a brand's core concept. Merely replicating an external "handmade" appearance without genuine substance risks undermining credibility. The trend echoes previous design movements like skeuomorphism and grunge, which also lost their impact through overuse.
For brands to truly benefit from this trend, they must ground their design choices in the company's context and values. An authentically human feel should stem from a deeper understanding of what humanity signifies for the brand, not just from external mimicry. Designers are also encouraged to explore ways to collaborate with AI rather than solely fearing it.