in food & beauty

trend briefing
last update: September, 2016

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Rustic is a rough yet warm visual trend that reminds us of simpler times; it’s cozy and earnest, not sprawling or clinical. It draws on the look and feel of raw materials to convey a hand-hewn, personalized quality that alludes to a subtle sophistication because of its uniqueness. (Its vibe is the opposite of a mass-produced plastic toy, for example.) Envision organic forms and natural environments.

We have identified 6 design patterns which
characterize Rustic trend and are currently
trending in direct consumption product industries, such as food and beauty.

We hope you will find these insights useful and
inspiring for your design projects.

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1. Natural Materials
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These cute Burlap Bags were designed for Market Grown, a campaign to help local farmers Florida, United States.

The bags are made out of burlap as a way to up-cycle existing materials found at the market. The inside of the bags are lined with colorful nylon fabric so they are water-proof for fresh produce, - say the designers Catalina Rozo & Melissa Clinard.

2. Retro and/or handmade typography
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Another example: Wall for Eat Drink Americano by Peter Greco (USA).

The handmade, imperfect aspect of Rustic’s typography gives a sense of personalized services and products. It suggests better quality and stepping away from the mass industrial production that feels artificial to today’s consumers. The imperfections that imitate traditional printing techniques create this same effect.

3. Illustrations imitating wood engravings
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Here we can also see the textured print, again, resembling more traditional and old-fashioned printing techniques.

“(...) the restaurant wants to project a more robust picture, industrial and refined at the same time. An image that represents the authenticity and primary bases of the Canadian culinary culture,” say the designers of Jeremy Hall.

4. Retro photography
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Here is another example:  Roots & Freens by Bunker 3022 (USA).

Rustic uses photography and natural materials that appear rich to the eye. The extensive use of photography in these design projects appeals to other senses too - communicating smells, textures, tastes - conveying a clear message about the quality and organic feel of the overall look. Retro colors for photography creates a sense of tradition.

5. Neutral & earthy colors
Rustic’s primary color palette includes neutrals such as brown, black and white.

You won’t find bright hues or colors that scream glam, glitz or drama. The shades found in Rustic speak plainly - they’re soft, cozy, natural-feeling and humble. 
6. Warm tones
Aside from the neutral and organic tones, Rustic uses earthy colors such as toned-down reds and oranges. These colors are mainly used for the food industry.

Green is also part of the palette, particularly popular in the organic beauty industry.
Wrapping up...

Farm-to-table restaurants are popping up everywhere and Etsy is more popular than ever, which leads us to believe that people are gravitating toward items that are handmade and experiences that are personalized.

The Rustic visual trend says “one-of-a-kind” – a perfect message to consumers who are looking for a handmade, natural quality in food items and other directly consumed goods such as beauty and health products.

Rustic conveys a positive experience of trust. Knowing something is natural and handmade makes people feel safer when eating or putting something on their bodies. It also makes the products look more sophisticated and high-end than something that’s massed produced.

In a society that’s looking for a more fulfilled life, with healthier habits, more sustainability and authentic personalized experiences, this visual trend is highly effective for communicating visually.

From top left to right:

  1. Sagamore Summit.
  2. via Urban Fam Girl.
  3. Table prop for a Sonnys BBQ TV spot by Mark Unger and Chris Ladwig (USA).
  4. via Light House Beach.
  5. Table prop for a Sonnys BBQ TV spot by Mark Unger and Chris Ladwig (USA).
  6. via Dreams Time.
  7. Website design for Servus am Marktplatz by Moodley (Austria).
  8. Invitation card design by Perky Bros.
  9. Packaging and digital branding for Servus am Marktplatz by Moodley (Austria).
  10. via Lyfe Styled.
  11. via Factory Direct Floring.
My Visual Brief helps web & graphic designers and teams to set the right direction for a design project by creating a design brief quickly and visually.
© My Visual Brief 2016
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