the year of minimalism.
originally written for Relish Marketing
in 2024, numerous brands embraced minimalism.
why? it connects with consumers who crave accessible, authentic brands.
simplified visual identities with monochrome palettes, negative space, and elegant packaging don’t just look cool, they also help to foster trust and drive engagement.
by using clean visuals, you reduce the cognitive load on your audience, making it easier for them to interact with your product.
what minimalism says.
minimalism = clean
clean = time
time = money
money = luxury
minimalism = luxury
this approach also aligns with sustainable values—brands that avoid excess visual clutter subtly convey a commitment to reducing waste.
it’s no coincidence that commitment to social issues like sustainability is one of the values Gen-Zers most look for in employers (Deloitte, 2023 CxO Sustainability Report).
but that begs the question, how did this trend take shape?
apple: a minimalist icon.
to find proof of the effectiveness of minimalism in branding, look no further than your iPhone.
Apple championed minimalism before it was cool, using clean design and negative space to connect with audiences and stand out in the crowded tech marketplace. their crisp packaging reflects this philosophy.
Apple’s use of negative space emphasizes clean messaging and presents power without clutter. it has cemented this brand as nothing short of iconic.
aise skincare: the modern minimalist edit.
aise skincare exemplifies a modern trend within the minimalist spectrum: monochromatic color design.
monochromatic minimalism works because it does not compete for attention. it suggests confidence. it signals luxury through restraint.
for aise, the minimal layout and muted palette says “nothing extra is needed. all you need is aise.”
Brandless: the birth of the anti-brand.
Brandless is a consumer goods company that offers everyday essentials with simple, uniform packaging and no traditional branding.
its entire concept is minimalist. instead of building recognition through logos or slogans, Brandless builds trust through consistency and clarity.
packaging becomes essential for Brandless goods. each product uses plain typography, soft colors, and clear labels, allowing the product to speak for itself.
Brandless reveals how minimalism can move beyond design to become the guiding principal of a business.
minimalism and you.
minimalism is more than just a visual trend—it reflects deeper shifts in consumer expectations toward thoughtful design and intentional living. by embracing minimalism, brands align with the modern consumers to whom thoughtful design and intentional living are important.
as we move deeper into the 21st century, brands that embrace minimalism will continue to build stronger emotional connections and rise above the noise of a crowded market.
ready to cut through the clutter and give your brand a sleek, modern update? let’s chat—whether you’re rebranding or refining, we’ll help you design a look that resonates and lasts.