Illustration making a comeback

Why are we suddenly seeing more brands lean back into illustration?

Over the past decade, branding has been largely dominated by minimalism: clean lines, sanitized logos, functional sans-serif typefaces. Design systems became streamlined and hyper-optimized—for scalability, for screens, for speed. But somewhere along the way, something vital got lost: personality.

But now, there’s a quiet rebellion underway.. Brands are rediscovering the power of illustration – not just as an aesthetic choice, but as a strategic tool to stand out, tell deeper stories, and forge authentic connections. Here’s why illustration is making a strong, purposeful return. 

Illustration as an antidote to the generic

In an ocean of sameness, illustration offers something digital templates and stock photography simply cannot: a human touch.

It carries with it the soul of its creator—whether it’s loose and whimsical, structured and precise, or vibrant and chaotic, custom illustration feels alive. Look at brands like Mailchimp, whose quirky characters infuse their communications with wit and warmth, or Headspace, whose playful, soothing visuals immediately evoke calm. These illustrations do more than fill space; they express emotion. They tell a story without needing an explanation.

Use of Illustrations by Headspace & Mailchimp 

And because custom illustration is crafted, not copied, it becomes incredibly difficult to replicate—making it a powerful tool for differentiation in crowded, competitive markets.

Today, it’s no longer enough to just look good. You have to be unforgettable.

Cultural shifts toward the personal and authentic

We’re living in a time where audiences crave honesty, vulnerability, and imperfection. Highly polished, overly curated content feels increasingly out of touch with the world people inhabit.
In branding and design, this cultural shift manifests as a return to the handmade, the tactile, and the real. Illustration taps into this desire effortlessly. It feels raw. Expressive. Human.

A hand-drawn visual tells the viewer: this was made by a person, not a machine. And in an era where automation and AI are reshaping everything from content to commerce, that message carries profound emotional weight.

Brands that embrace illustration aren’t just making an aesthetic choice—they’re signaling humanness, relatability, and trustworthiness.

Illustration’s role in storytelling and strategy

Beyond aesthetics, illustration also plays a vital role in how brands tell their stories—and how audiences experience them.

Especially for industries dealing with intangible services (think fintech, healthcare, SaaS), illustration helps make the invisible visible. It can simplify complex systems, guide users through journeys, visualize abstract benefits, and build immediate clarity where words alone might fall short.

For example:

• A character navigating a product interface brings a user experience to life.
• A metaphorical scene turns an abstract concept into something emotionally relatable.

Importantly, illustration isn’t just surface-level “decoration.” Done right, it’s tightly woven into the brand’s strategy. It can reflect a brand’s values, voice, and vibe—expressed in a way that’s cohesive, intentional, and rich with meaning.

Take Stepping Stones Academy as an example.

When the founders envisioned opening a preschool in Bengaluru, they knew they needed more than just another cute, colourful brand. They needed an identity that would emotionally resonate with parents and children alike—and stand out in a highly competitive market.

Through detailed stakeholder engagement, competitor research, and parent interviews, we uncovered deep insights into what today’s parents were truly seeking: warmth, trust, imagination, and growth.

Those insights directly shaped the visual identity. We created a playful, memorable logo featuring relatable mascots, complemented by a vibrant illustration style that felt welcoming, joyful, and deeply human.

The illustrations didn’t just decorate the brand—they carried its spirit, helping Stepping Stones connect meaningfully with families and communicate its educational philosophy without needing to say a word. It’s a powerful reminder: illustration, when rooted in insight, becomes a bridge between brand and audience.

       

A return to branding with soul

Illustration’s comeback isn’t just another design trend—it’s a response. A response to sameness. To sterile automation. To a decade of branding optimized to the point of erasure.

What’s emerging now is a renewed appreciation for the imperfect, the expressive, and the distinctly human. In a time when AI can generate countless images but not soul, illustration stands apart. It represents craftsmanship. Story. Authenticity. Personality.

For brands that seek to resonate – not just function – illustration offers a powerful, meaningful way forward.

Looking to make your brand stand out? Maybe we can help.