Branding I Love: Why “Contemporary Retro” Feels So Fresh

You ever see a brand and just love it?

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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.

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A Few Brands That Nail It

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Two recent favorites:

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• 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.

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These brands stand out in crowded markets by leaning into personality instead of polish.

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Why It Works

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Here’s what I love about this style:

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• 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.

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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.

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The Design Language

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What makes this trend work visually?

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• 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.

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In a sea of safe, this stands out.

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It’s Not Just Aesthetic—It’s Emotional

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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.

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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.

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And in my book, that’s the most valuable thing branding can do.

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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.

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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.