The Beige Era (and Why It’s Losing Its Shine)

Minimalist branding had its moment—and for good reason. It offered a sense of clarity, sophistication, and digital-first functionality. Logos became cleaner. Palettes became more neutral. Typefaces leaned soft, round, and lowercase. The aesthetic was unmistakably modern, and it ruled everything from coffee shops to fintech startups.

But somewhere along the way, modern started to feel… monotonous.

Remember when packaging jumped off the shelves? When websites wowed you? When a business card had more personality than its owner? Now, everything blends together. Safe branding choices have become the default—and in a crowded market, that’s a risky move.

A Return to Personality

We're seeing a shift (dare we say, driving a shift?!):

• Bold, expressive typography making a comeback

• Branding rooted in heritage and connection

• Colorful maximalism reclaiming shelf space

• Handcrafted, imperfect details adding authenticity

Brands are realizing that memorability matters. People crave experiences that feel human, emotional, and unique. And branding that leans into character—rather than away from it—stands out in a scroll-happy world.

Balancing Clarity with Character

To be clear: minimalism isn’t dead. It’s evolving.

The next wave of branding doesn’t toss out simplicity altogether—it adds dimension. It’s about knowing when to strip back and when to lean in. When to whisper, and when to shout.

At Parachute Studio, we believe branding should be more than just aesthetically pleasing. It should be distinct, memorable, and culturally relevant. The best identities don’t just look good—they feel something.

So, has branding become boring? Maybe. But it doesn’t have to be. We’re entering an era where color, texture, type, and storytelling are taking center stage again—and we’re here for it. What do you think? Are we finally over the beige era?