Retro done right: The art of nostalgia-driven branding and design

For much too long, branding has been about chasing the new – the sleeker, the shinier, the more minimal, the better. Lately, however, some of the most compelling brand identities are drawing from the past, leveraging the nostalgia of the ‘good ol’ days’ along with expressive design to build deeper emotional connections.

This isn’t about mindlessly reviving old aesthetics — it’s about carefully curating the familiar and infusing it with a modern sensibility.

It’s no easy feat though, because nostalgia can be a double-edged sword. When done right, it builds instant affinity and trust. When done wrong, it feels forced, gimmicky, or irrelevant. The key is to blend nostalgia with innovation—to create something that feels both familiar and fresh.

 

Why does nostalgia work in branding?

Nostalgia is not just a marketing gimmick – it’s hardwired into human psychology. Studies show that nostalgia “boosts well-being, it reduces anxiety, it increases positive mood and self-esteem and meaning in life”. It’s why the smell of an old book, the sight of a retro logo, or the sound of a 90s jingle can instantly transport us to another time.

In effect, then, brands that tap into nostalgia are not just selling products – they’re selling memories, emotions, and a sense of belonging.

Brands that are mastering nostalgic branding

Brands that are nailing nostalgia-driven branding aren’t just relying on throwbacks. They’re reinterpreting the past for today’s audience.

Pepsi’s 90s logo revival

Pepsi’s 2023  rebrand to mark its 125th anniversary reintroduced its 90s logo, a bold move that resonated across generations. Instead of blindly recreating the past, Pepsi refined the design for digital applications, ensuring the nostalgia translated seamlessly across platforms. The brand leveraged the ongoing Y2K aesthetic boom in fashion, music, and tech to make this feel like a natural evolution, not a retro stunt.

Nike’s timeless sneaker drops

Nike has mastered the art of balancing nostalgia with relevance. From Air Jordans to Dunk Lows, the brand constantly reissues classic sneaker designs, but with contemporary materials, collaborations, and storytelling. These aren’t just re-releases; they’re cultural moments that bridge generations, appealing to both sneakerheads who owned the originals and Gen Z consumers looking for ‘authentic’ vintage style.

McDonald’s vintage packaging and mascots

McDonald’s has long understood the power of nostalgia, whether it’s bringing back its 80s packaging, reintroducing the Hamburglar, or reviving beloved menu items like the McRib. Their “McDonald’s Vault” concept, where they periodically bring back retro menu items, taps into both emotional memory and exclusivity— two things that are exceptional at driving consumer engagement.

LEGO’s retro-inspired sets

LEGO frequently reissues classic sets from the 80s and 90s, not just for children but for nostalgic adults. The resurgence of the Pirates, Castle, and Space series is a perfect example of nostalgia-driven design done right. The packaging and set designs stay true to their origins while incorporating subtle updates for modern audiences.

The rise of expressive design

While nostalgia can build instant connections, it’s expressive design that gives brands a unique personality in a saturated market. After years of corporate minimalism dominating branding (sans-serifs, flat icons, stripped-down color palettes), consumers are craving something with more warmth, texture, and individuality.

Key trends in expressive design

Illustration-driven branding
Hand-drawn illustrations bring a human touch to branding. Companies like Mailchimp and Dropbox use quirky, imperfect illustrations to make their brands feel more approachable and distinctive.

Bold, playful typography
Typography is no longer just a functional tool—it’s a statement. Brands are leaning into chunky serifs, exaggerated letterforms, and custom typefaces to create a unique voice.

Burger King’s custom typeface evokes 70s fast-food nostalgia with a modern twist.

Handcrafted & imperfect aesthetics
The “perfectly imperfect” design movement embraces raw textures, brushstrokes, and hand-drawn elements. Brands like Oatly use messy, DIY-style typography and hand-sketched illustrations to create a friendly, unpolished look. This stands in stark contrast to the overly clean, tech-driven branding of the last decade.

Nostalgic color palettes with a twist
Retro-inspired color palettes (muted pastels, warm neons, and deep earth tones) are making a comeback, but with modern refinements. The key is to reference the past without looking dated—think of how Glossier took 80s-inspired pinks and made them feel fresh.

 

Balancing nostalgia with innovation

The biggest mistake brands make when leveraging nostalgia is getting stuck in the past. To avoid this, brands should:

• Modernize, don’t copy-paste: Use nostalgia as a foundation, not a constraint.
• Blend old & new: Pair vintage aesthetics with contemporary UI/UX principles, motion design, and modern typography.
• Adapt across platforms: Nostalgic design should feel just as compelling on Instagram as it does on physical packaging.
• Make it meaningful: Nostalgia should reinforce a brand’s story and values, not just be a marketing gimmick.

 

The future of nostalgic branding and expressive design

The resurgence of nostalgia and expressive design isn’t just a phase — it’s a shift in how brands communicate. As we move forward, expect to see:

• More hand-drawn, organic elements replacing sterile, tech-driven aesthetics.
• A continued revival of Y2K, 80s neon, and 70s psychedelia in branding and fashion.
• More brands leaning into storytelling-driven nostalgia rather than just visual callbacks.

The best brands don’t just remind us of the past — they reimagine it for the future. If you are ready to reimagine your brand, let’s set up a call.