5 Retro Branding Examples That Are Reshaping Brand Design

Nostalgia is the warm, comforting feeling that washes over us when we hear the opening chords of a generational bop or the sudden, delightful recognition of a brand’s radio jingle from our childhood. It’s a powerful psychological force that can transport us to cherished moments and influence our buying behaviour. Think of the collective nostalgia triggered by the revival of classic video games, the resurgence of vinyl records, or the enduring popularity of thrifting vintage fashion. These examples are proof that nostalgia is not just a personal experience but a cultural phenomenon that brands are increasingly leveraging.

Brands use nostalgia in marketing to reinterpret the ‘outdated’ to something modern yet familiar. This works differently depending on the individual, family, society, country, and generation. Through retro rebranding, the experiences of one generation, such as the parents, are passed down to the next, allowing for the continuation of culture and the creation of a new culture.

This blog explores how retro branding, a strategic application of nostalgia, is reshaping modern marketing design, offering a unique bridge between past and present.

As you can see from this image, all brands have changed their brand logos and typeface to sans serif to better suit the digital world’s minimalist preferences. However, Coca-Cola has maintained its serif character in the digital age, keeping its unique identity that sets it apart from other brands. Since 1886, the company has maintained a handwritten style called Spencerian Script. This font emphasizes tradition, elegance, and the brand’s heritage with its fluid curves and flowing design.

With their “Coca-Cola Classic” branding, they emphasize tradition and a sense of the past by using the word “Classic” in the product itself. They create nostalgic imagery, such as the vintage Santa image they use at Christmas, while also introducing new products to appeal to a modern audience.

They are also developing new products to meet changing consumer tastes, such as healthy, low-sugar, and functional beverages, to keep up with the times. They are also exploring alternative categories such as plant-based beverages, functional waters, ready-to-drink teas and coffees, and introducing eco-friendly packaging. These strategies keep up with changing consumer trends in the F&B industry, allowing Coca-Cola to adapt to changing market conditions while maintaining the brand’s retro and robust image. 

A film camera revival that capitalizes on the younger generation’s renewed interest in analog photography.

By focusing on the unique experience and aesthetic of film photography, it appeals to both nostalgic older audiences and curious younger consumers. Film camera enthusiasts are now also emerging from the younger generation, with many posting film camera photos on Instagram. 

They are focusing on producing film and analog cameras to meet the explosive growth in demand for traditional photography products. As you can see from these results, the curiosity and interest in the past is growing even more among the younger generation.

Vinyl sales are on the rise again, especially in the Anglo-American market. In the first half of 2020, vinyl outsold CDs for the first time in 34 years. Vinyl evokes memories of the past for middle-aged and older audiences while offering a new experience for younger generations. Its limited supply also taps into the psychology of consumers, and its analog nature evokes a unique sensibility in an age of digital overload. 

In addition to meeting the needs of consumers for high-quality music playback, we also create added value through collaborations with various music and fashion industries. It’s no longer just nostalgia marketing but a new cultural trend that the music industry considers essential, and other industries are creating merchandisers, with retro marketing being the most prominent example. 

Pro tip: Check out this incredible record shop in Gastown, Vancouver! 

Using design as a “language to communicate with customers,” they incorporate Korean culture and vintage aesthetics into our branding. They also adopt the concept of “Korean Vintage,” which incorporates traditional architecture and retro charm into our store designs. Each design is a refined interpretation of Korean colors and elements. Fritz pays close attention to store design, product offerings, and customer experience to create a unique culture. To maintain brand consistency, they hire full-time staff and invest in staff training.

In Korea, retro marketing has become so important that the neologism “Newtro,” a combination of “Retro” and “New,” has emerged to reflect this trend. This shows the importance of marketing strategies that blend nostalgia for the past with modern innovation. Fritz is the best example of this retro. 

Jell-O changed its brand packaging from the previously used font to one that resembles the design used between the ’70s and ’90s. The new design expresses a more vivid color palette and a bouncy, jiggly feel reminiscent of jelly, evoking a sense of nostalgia while creating a fresh, modern mood.

Considering the younger generation and the current era, some products are made sugar-free, resulting in retro-inspired yet trend-conscious offerings. This aligns with the rising importance of healthy snacks and well-being, reflecting the brand’s smart marketing approach to adapt to changing consumer needs.

Marketers carried out this rebranding to maintain a familiar connection with consumers, expanding the product lineup with various flavors, zero-sugar options, and new product categories. Such brand efforts will continue, and as a beloved national snack, Jell-O will persist in satisfying consumers and capturing their attention through ongoing innovation.

Retro marketing is a strategy that taps into consumer nostalgia by reimagining products or services from the past with a modern twist. When executed thoughtfully, it provides a compelling way to connect with audiences across generations.

This kind of retro marketing is an effective way to appeal to both the traditional and modern sensibilities of your brand, offering nostalgia to older audiences and new experiences to younger generations. From the cultural nuances of designs like those for the Year of the Snake (as detailed in our previous blog) to the broader appeal of retro pop culture, we are equipped to deliver designs that are both strategic and impactful. We believe in crafting brands that stand the test of time by understanding how to connect the past, present, and future.