06/11/24 – BY APRIL BUTTEN
Can we be real for a sec?
And the power of staying true to your roots.
What a time to be a business owner! The automation and optimization of our daily schedules, interactions and tasks is freeing up time left, right and centre. Allowing all of us to feel truly productive throughout the day and focus on the things that matter. The things that will actually ‘move the needle’.
So before we get into it, let that serve as a reminder that I’m not “anti-AI” ;). Trust me, there’s nothing more satisfying than copying a two hour zoom transcript into ChatGPT, for it to be able to spit back that one gold nugget I was trying to remember.
But when it comes to branding, we’re at an interesting point in time. It’s not so much a resistance to technology, but rather a reawakening of what makes brands memorable.
As AI tools are making many design processes much less painful, something else is brewing on the other side: a craving for genuine, tangible connections. You know, the things that make a brand truly resonate.
People are drawn to brands that reflect a human touch. The kind you can almost feel, smell, hear. So I’m thinking of it as a recalibration in motion. While AI-powered visuals are progressing full steam ahead, the real standout moments are the ones that feel uniquely, unmistakably human. Because people don’t just want ‘aesthetic’ – they want experience.
A Shift Toward Sensorial Branding
What we’re witnessing in design this year is a pull toward experiences that engage all the senses. It’s why people are drawn to in person events, hand-drawn notes, custom illustrations or the subtle fragrance of a physical product package. These elements don’t just look good; they evoke memories, feelings, and even nostalgia. And while AI might be able to generate (mostly) stunning visuals, it’s not designed to evoke emotion like the scent of freshly cut wood in a crafted box, or the feel of thick, uncoated paper. There’s an inherent limitation in digital aesthetics because human connection often relies on those visceral, sensorial experiences.
Look around: Painters are seeing record sales, not because people suddenly decided to splurge, but because they want work that feels real, detailed, and unique. Work that took a thousand hours, not a half dozen words in a prompt. They’re looking for something you can’t download or reproduce.
A brand that aims to be unforgettable has to go beyond what’s visually pleasing (or quick to do) and tap into what it is that lingers in people’s minds long after they’ve scrolled past an image.
Understanding Your Audience: The First Step to Realness
Creating this level of connection isn’t as simple as adding a textured filter or a scribbled line. It begins with understanding your audience on a personal level. What do they resonate with? What design style brings them joy or comfort?
Think about your favourite high-end tea brand. They tend to tap into a ritual. Instead of a static product shot, they film videos that capture the subtle steam rising from a warm cup, the gentle pouring of water over loose leaves, the crackle of a wooden spoon against ceramic. This isn’t just a beautiful AI generated scene: it’s a storytelling device that brings viewers into the moment.
Or consider a skincare brand. Instead of pristine, digital product renders, they could be using custom illustrations that highlight natural ingredients in extraordinary hand painted detail. The kind that lets the viewer almost feel the softness of a whipped cream or the coolness of glass packaging. This approach goes beyond designing for the sake of speed, and instead prioritises what makes the product really work for the user.
How to Make ‘Realness’ Work For You
I’m not asking you to bring the authenticity by adding random “human” touches… But let’s at the very least try to curate moments that feel deeply personal and rooted in the brand’s raison d’être.
Here’s a few ways to make “realness” more than a buzzword and bring it to life in a way that sticks:
1. Create Truly Interactive Moments
I’m talking about real interactivity, not just optimised clicks. Pop up stores have never been so popular, hand-written thank you cards get shared on socials every time, illustrated brand tissue paper gets re-used at christmas time and video’d in the process. Every physical touch spills into the digital world, rather than the other way around. It’s this kind of layered, connected, first-hand experience that goes beyond “engagement”.
2. Tell Stories Through Every Design Element
Your brand story isn’t just what you can find on your “About Us” page – if it was, our brand strategy decks would be much shorter! It needs to be thoughtfully woven into every aspect of the brand design. Think of watercolours that reveal a narrative with each addition, like an intricate map showing the ingredients’ origins or a history of craftsmanship embedded within the packaging itself. Or, consider printing tiny anecdotes or inspirations on the inside of a box, almost like a hidden chapter. Each design addition not only builds the brand image, but tells the story of the time and care that has gone into it.
Consider adding hand-stitched fabric tags to your products, a scent specific to each collection, or even just a custom Spotify playlist that mirrors your brand’s energy and vibe. I don’t see these as just bells and whistles, but the very thing that makes a brand feel personal and like it was “made just for me”. And that can’t be conjured by algorithms – it’s still human instinct. It’s the recognition that someone on the other end gets it.
3. Show the Process, Not Just the Final Product
There’s also a certain intimacy in seeing the steps that go into creating something beautiful. If your brand is built on craftsmanship, and your brand is hand-drawn, painted or sketched, let your audience see it. Imagine sharing a documentary-style video that reveals the care, skill, and time poured into every step. Whether it’s hand-drawn illustrations, the 100th sample that got it right, or a unique campaign shoot, showing the process makes customers feel invested in the brand and appreciate the work behind it.
4. Make the Unboxing an Experience in Itself
Don’t let the unboxing be just a functional moment. Every part of it can add to the story, from the pull of the magnetic lid to the placement of each element inside. Imagine an insert that folds out into a miniature artwork, a spritz of sprint scent, or a personal note tucked beneath the product, waiting to be discovered. This attention to detail doesn’t just elevate the product; it creates a moment that stays with the customer, making the experience feel intentional, above all.
Realness as the Ultimate Brand Asset
At the end of the day, AI will continue to shape design, speed things up and push boundaries, but the brands that stand out are the ones that stay connected to the nitty-gritty of real life. And that connection is built on moments that feel intentional, thoughtful, and genuinely human.
At BOAST, we’re embracing this reawakening. Not to pull back from progress but to ground our work in what makes it worth boasting about. We’re taking our time to make sure each brand looks as different as the next. Adding in the extra illustrations, photoshoots and packaging reviews while strategically letting AI do the heavy lifting where it makes sense.
I truly believe it’s that human touch that will continue to drive brands forward. That’s a badge of honour I’ll proudly wear—and I know you will, too.