The Power of Whimsy, Novelty, and Nostalgia in Branding
Brands that effectively harness whimsy, novelty, and nostalgia often stand out in the market, drive engagement, and generate strong sales. These elements create emotional connections, making a brand more memorable and shareable.
• Whimsy evokes a sense of playful imagination and lightheartedness. It feels unexpected, dreamlike, or even fairytale-like.
• Novelty is about newness, uniqueness, or innovation—something that grabs attention simply because it’s different.
• Nostalgia taps into sentimental longing for the past, triggering happy memories of childhood or earlier eras.
Brands that incorporate these qualities often capture consumer interest effortlessly. Here are some standout examples:
Ballooms Toronto’s balloon flower arrangements evoke nostalgia, reminiscent of childhood birthday parties, fairs, and celebrations. They bring a modern twist with biodegradable latex and fresh color palettes, playing with scale and style to create a unique, eye-catching brand.
Photo courtesy of @ballooms_toronto
The scalloped and waved ribbons and edges on Horror Vacui’s garments add an element of whimsy, making the designs feel light, playful, and dynamic. These details soften the structure of clothing, enhancing their romantic floral prints.
Photos courtesy of @horrorvacuimunich
Miu Miu’s braided cord keychain: A perfect example of nostalgia, this accessory is a throwback to 1990s lanyards, stirring memories of making them at camp or after school to trade with friends. The design feels both familiar and fresh, making it an irresistible collectible.
Photo courtesy of farfetch.com
The Fishwife cookbook & branding: This brand incorporates childlike whimsy through its bold primary colors and cartoon-style graphics. The distinctive look makes the products instantly recognizable on a shelf or in social media content, reinforcing brand visibility.
Photo courtesy of @fishwife
Graza olive oil squeeze bottles: A small but innovative packaging change introduced novelty into the olive oil industry. By using a squeeze bottle, Graza made olive oil more approachable, functional, and visually appealing, attracting a younger audience.
Photo courtesy of @getgraza
Polly Pocket x Lisa Says Gah collaboration: This partnership brilliantly blends nostalgia with contemporary fashion. The collaboration taps into childhood memories while aligning with Lisa Says Gah’s trend-conscious audience, making it a perfect example of how collaborations can introduce nostalgia, whimsy, or novelty into a brand’s DNA.
Photo courtesy of @lisasaysgah
Why These Elements Matter in Branding:
Brands that embrace whimsy, novelty, or nostalgia—especially when it aligns with their product and mission—stand out in a saturated market. They become more visually engaging (easier to photograph and recognize); more memorable (evoke emotions that create lasting brand connections); and are more shareable (spark conversations and organic social media engagement.)
How to Apply These Elements to Your Brand:
These tools can be infused into various aspects of branding, such as logo and packaging, visual and audio branding, product styling and presentation, and brand voice / language.
Logo & Packaging: Playful typography, vintage-inspired graphics, or unexpected design elements.
Visual & Audio Branding: Distinct color palettes, nostalgic jingles, or interactive packaging.
Product Styling & Presentation: Unique shapes, fresh takes on classics, or unexpected materials.
Brand Voice & Language: A tone that feels playful, nostalgic, or innovative.
Next time you’re scrolling through social media, take note of what makes you stop. Is it something nostalgic? An unexpected, whimsical design? Or a fresh, never-before-seen concept? These elements are what capture attention—and they could be what sets your brand apart.