What do Haus, Off Hours, Recess and our client Birdies have in common? They all went against the minimalist, sterile instagram aesthetic and leaned into a warm, cozy brand aesthetic aimed people who, even when they’re not at home, want to feel like it.
Michael Janiak, the founder of branding agency Pattern, says he’s noticed a huge increase in digital companies looking to project a homier, cozy aesthetic over the past few years, as reflected in the shift away from cool tones and towards warmer ones. There is, obviously, a broad and easily explainable reason for this: “Right now it’s working because people just want to feel safe,” he says. “The world’s kind of fucked up and it feels crazy. When that happens people tend to pull in, pull their social circle in and retreat into their homes a little bit, and it affects consumer behavior and perception.”
This is the paradox that brands have to contend with when marketing to the customer who has the kind of job to afford fancy liquor and $100 ballet flats but who also feels the world is sort of awful, and it’d be much more pleasant to just stay at home. When Michael’s agency Pattern worked with the women’s footwear company Birdies, the team had to walk that balance: “With Birdies, it was ‘cozy, but elevated,’” he says. “We didn’t want [the branding] to be too cozy. If you’re too comfortable, you’re never going to get off your ass and change the world; that [was the message] they wanted to be sending.”
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About Pattern
Pattern helps brands unlock their next catalyst moment through experience-driven eCommerce. We design modern brands, eCommerce experiences, products & platforms that help founders, disruptors and visionaries find their place at the intersection of culture, community & commerce.
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