What’s Happening in
the Design World:
2025’s Must-Know Cultural Trends.
In this article, we explore the design and branding trends that have been evolving over the last six months, along with predictions that inspire optimism and reflect patterns shaped by purpose and creative risk-taking. What follows offers a clear view of what might come next and why it matters.
As we step into 2025, design is breaking free from sterile perfection. The shift is clear, pixelated aesthetics, raw imperfection, quirky typography, and immersive experiences are taking center stage, proving that design thrives when it embraces character over control. AI-generated visuals are everywhere, but creatives are pushing back, adding handcrafted textures, playful distortions, and unexpected type choices to bring personality back into digital spaces.
The rigid rules of branding are loosening, making way for bold minimalism, surreal narratives, and nostalgic digital imperfections that recall a time when websites were glitchy, fonts were funky, and nothing was too polished. But it’s not all chaos, Japanese-inspired gradients and serene backgrounds are introducing a new level of visual calm, designed to soothe overstimulated minds. At the same time, immersive 3D design is pushing branding beyond the screen.
And then there’s sustainability, no longer a side note but a core part of design thinking. Trend predictions often start online, fueled by moodboards packed with experimentation. And here we are, spotlighting what’s buzzing, what’s evolving, and what’s shaping the next wave of design. We dove into the conversation, did the research, and curated a list of emerging trends or better yet, exciting predictions.
AI is an Enabler and not
a Replacement
AI is no longer a futuristic concept or a niche tool for tech enthusiasts, it’s everywhere. A year ago, many designers and creatives hesitated, unsure of its place in their work. Now, it’s moving fast, embedding itself into nearly every creative process. AI has evolved from a brainstorming tool to one that delivers polished, ready-to-use outputs.
Take Photoshop’s Generative Fill, for example, it lets you tweak or create something new in seconds. Now, with the latest upgrades, Chat GPT 4 is doing some seriously wild stuff. Or consider platforms like Ideogram, Supercraft, LetzAI, or Flora AI, Krea.ai each offering unique assets, from customizing and refining outputs for branding to providing collaborative environments for co-creating 3D assets, digital models, or environments, as well as adjusting details, colors, and training your own style. Bonkers! Am I right? Adobe Firefly enables image generation with AI, while tools like Spline allows users to create, customize, and animate 3D objects and scenes interactively. AI now is becoming less about hype and more about making design faster and more accessible. While AI is a powerful enabler, it’s not a replacement for human creativity.
Some worry that AI could homogenize design, making everything look the same. They’re not wrong but the key is to use AI as a starting point, to spark new directions, then shape and improve the work yourself. Experimentation and personalization remain essential for keeping creativity and originality alive.
Prompt Engineering
or Writing to Design?
As tools like ChatGPT, Deepseek, MidJourney, Google, and KREA keep evolving, knowing how to write sharp, effective prompts is quickly becoming a must-have design skill. If AI reaches a point where it can generate complete outputs from images or videos — as some tools and models like reve.art or Ideogram 3.0 already do for posters and ads, and Veo 3 does for video production then knowing how to write prompts will become central to the creative process. And if you’re new to “prompt engineering,” a roadmap or this Reddit Group might come in handy.
The key takeaway? Many tools now let you turn text-based prompts into visual outputs whether it’s an image, an object, a model, or almost anything you can imagine. The process follows a formula, but at its core, it’s about clearly articulating your vision to the machine. Think of it as guiding a five-year-old with the knowledge of the entire internet. Instead of relying solely on visual references, well-crafted sentences can guide and shape your creative outcomes. Yes, it comes with challenges, but the opportunities far outweigh the hurdles. Designers who master the art of prompting can push their creativity further, maybe even rethink how they solve problems.
So why not explore it?
As technology evolves, designers are finding new ways to merge the physical and digital worlds. Augmented reality (AR), virtual reality (VR), and mixed reality (MR) now let users step into stories rather than just watch them. Not only that, brands are increasingly embracing immersive storytelling and experiences to forge deeper connections with audiences. But with so much noise, how can a brand truly stand out? Today, experience feels more like a luxury. Less about convenience and more about human connection and meaningful engagement. People crave interactions that feel personal, immersive, and emotionally resonant. It’s not just about selling a product, and it definitely has to be more than something people mindlessly scroll past. The brands that understand this, those that prioritize connection over conversion are the ones that will truly stand out.
Immersive storytelling pulls people in, making them feel, engage, and experience, not just watch. By placing users at the center of the experience, brands can foster a sense of presence and engagement that traditional media can’t match. Take Moncler x Essilor Luxottica’s FW24 Eyewear Launch in Switzerland, for example. To drop their latest eyewear collab, they went full on immersion, hosting a dinner where guests literally sat in the snow at Crans Montana ski resort. Genius, right? Ice-table. Frozen flowers. Fur blankets to stay warm. The whole thing was about vibes, not just eyewear. And then there’s Glossier’s Black Cherry launch, a masterclass in food, immersive design, art direction, and brand strategy.
In NYC, they painted the town cherry red, hosting their first-ever Supper Club, perfecting every detail, and donating $32K to LA wildfire relief. Meanwhile, in London, they held a “just bitten” cherry-themed breakfast, a hands-on cooking experience with chef Xanthe Ross, and even set up a cherry fruit stand where guests could literally pick their favorite products. Just brilliant!
Brands like Nike Training Club, Starbucks Rewards, and Duolingo use gamified apps to keep users engaged, turning everyday interactions into addictive experiences. VR-powered runway shows let people experience collections from anywhere, breaking the barriers of traditional fashion. Just look at Metaverse Fashion Week, a prime example of immersive branding done right.
Immersive Brand
Storytelling
As technology evolves, designers are finding new ways to merge the physical and digital worlds. Augmented reality (AR), virtual reality (VR), and mixed reality (MR) now let users step into stories rather than just watch them. Not only that, but brands are increasingly embracing immersive storytelling and experiences to forge deeper connections with audiences.
But with so much noise, how can a brand truly stand out? Today, experience feels more like a luxury. Less about convenience and more about human connection and meaningful engagement. People crave interactions that feel personal, immersive, and emotionally resonant. It’s not just about selling a product, and it definitely has to be more than something people mindlessly scroll past. The brands that understand this, those that prioritize connection over conversion are the ones that will truly stand out.
Immersive storytelling pulls people in, making them feel, engage, and experience, not just watch. By placing users at the center of the experience, brands can foster a sense of presence and engagement that traditional media can’t match. Take Moncler x Essilor Luxottica’s FW24 Eyewear Launch in Switzerland, for example. To drop their latest eyewear collab, they went full on immersion, hosting a dinner where guests literally sat in the snow at Crans Montana ski resort. Genius, right? Ice-table. Frozen flowers. Fur blankets to stay warm. The whole thing was about vibes, not just eyewear. And then there’s Glossier’s Black Cherry launch, a masterclass in food, immersive design, art direction, and brand strategy. In NYC, they painted the town cherry red, hosting their first-ever Supper Club, perfecting every detail, and donating $32K to LA wildfire relief. Meanwhile, in London, they held a “just bitten” cherry-themed breakfast, a hands-on cooking experience with chef Xanthe Ross, and even set up a cherry fruit stand where guests could literally pick their favorite products. Just brilliant! And then there are UNIT9, our partners who have been doing some pretty interesting stuff with VR—like Meta: First Encounters for the new Quest 3, which somehow makes the virtual and physical feel like the same space. And their Lego Star Wars AR? also worth checking out.
Okay, this one’s wild—Tigris Li made an immersive scent installation that connects human emotions with AI, using fragrances from @4160tuesdays. It’s strange and brilliant in the best way. The whole thing’s here.
Brands like Nike Training Club, Starbucks Rewards, and Duolingo use gamified apps to keep users engaged, turning everyday interactions into addictive experiences. VR-powered runway shows let people experience collections from anywhere, breaking the barriers of traditional fashion. Just look at Metaverse Fashion Week, a prime example of immersive branding done right.
Make 'Em Laugh:
Why Humor Wins in Design
Is brain rot becoming a thing? While the term might sound alarming, it’s emerging as a defining trend for 2025, driven by Gen Alpha and their hyper-digital world. This aesthetic reflects the overstimulation, randomness, and chaotic energy of online culture, blending meme-inspired visuals, oversaturated colors, and irreverent humor. Raised on TikTok, YouTube Shorts, and viral content, Gen Alpha thrives on fast, fragmented, and endlessly remixable media and brands are loving it!
We all know memes are the language of the internet, and brain rot aesthetics leverage their viral power. Think absurdity, quirky animations, and meme-worthy moments designed to grab attention in an instant. Humor, randomness, and exaggerated visuals are all about tapping into the shared experiences and humor of their audience.
Some brands are already mastering this approach. Duolingo and Wendy’s have built cult followings with their playful, meme-driven content, while MSCHF embraces brain rot aesthetics with viral stunts like “Birkinstock” (a mashup of Birkin bags and Birkenstocks) and “Wavy Baby” (a surreal sneaker design). Meanwhile, Liquid Death has carved out a niche by combining chaotic, irreverent humor with its punk-rock, eco-conscious identity. 🤘🤘
As attention spans shrink and digital chaos reigns, the brands that lean into the weird, the unexpected, and the wildly shareable will be the ones that truly break through.
The Rise of
Imperfection
Forget sleek, hyper-realistic designs or don’t. 2025 is bringing back the raw, blocky aesthetic of early web design and 8-bit video games. Pixel art and imperfection are entering an era where it’s gonna lush and bloom. Admit it, it’s nostalgic, and that’s exactly what we need right now. In the era of AI, designers are tapping into its nostalgic charm, using it to craft visuals that feel both playful and rebellious.
Why the shift? As digital design gets more AI-driven and hyper-polished, people are craving something rougher, more tangible, and imperfect. Pixel-based graphics aren’t just a throwback, they challenge the obsession with smooth gradients and photorealistic perfection. It’s all about imperfection this year, and brands are owning the mess, staged chaos, and imagery that feels messy yet intentional. Often called the “beautiful mess effect,” this approach taps into the idea that people are drawn to imperfection because it feels human, relatable, and real. They bring back a time when screens weren’t retina-sharp, and interfaces had that raw, DIY feel.
Loewe’s pixelated handbag campaign turned a classic product into a virtual glitch and had everyone turning heads. And then there’s Spotify Wrapped ‘25 leaning into bold, pixelated design that feels straight out of a retro-futuristic fever dream.
If you want to see where design is headed, look no further than trailblazers like Special Offer and MSCHF, agencies that don’t follow trends, but create them. Special Offer’s work on the Brat album campaign, is a prime example of this shift. Leaning into a raw, DIY aesthetic, they used bold colors, distorted typography, and intentionally “unfinished” graphics to craft a visual language that feels vibrant and alive. The Brat visuals don’t just attract attention, they demand it by defying expectations rather than conforming to them.
In a world of over-polished perfection, it’s the bold, the messy, and the unapologetically authentic that truly stand out. While imperfection can feel fresh and authentic, it’s not a one-size-fits-all solution. For some brands, overly chaotic designs might confuse their audience.
The key is to strike a balance between intentional messiness and clarity. ✌
Nostalgia Hits like a Wave
Retro-inspired design continues to thrive in 2025, merging nostalgia with modern aesthetics in fresh, unexpected ways. The early internet aesthetics of the 1990s think pixelated graphics, bold color palettes, grainy visuals, vintage typography and delightfully clunky interfaces are being reimagined for the modern era not just as a throwback, but as a celebration of design with personality and soul. What makes this resurgence so compelling is its ability to evoke emotional connections. By referencing retro themes, cultural touchstones, or iconic styles, brands can tap into a sense of nostalgia while aligning with modern values and trends. This nostalgic revival taps into the playful, experimental spirit of early digital culture, but with a contemporary edge that feels fresh and innovative.
As brands and designers search for ways to stand out, retro elements offer a sense of familiarity and warmth. This influence extends beyond graphics into fashion, interiors, media, and marketing, creating a cohesive aesthetic movement that blends the best of the past with the innovation of today.
Scrollytelling:
Storytelling That Sticks
Let’s talk scrollytelling, the art of making every scroll feel like an experience. This trend is everywhere, and especially in website design. It’s all about curated chaos, unexpected color combos, clashing elements that somehow just work, and a sense of orchestrated spontaneity. As users scroll, they’re not just browsing, they’re exploring, engaging with a story that feels playful, immersive, and interactive.
So, what makes scrollytelling so effective? It’s the deliberate imperfection, the way everything feels a little off or exaggerated, yet somehow cohesive. It’s storytelling that demands attention, not by conforming to expectations, but by defying them. Think of a website where scrolling reveals a chaotic yet beautiful collage of images, text, and animations, each element adding to the narrative. Like these sites, which are chaotic but in a good way. Or like Navigator, Prometheusfuels or Taqueriarico not chaotic at all, but still telling a story.
It’s messy, but it works.
Why Click When You
Can Step In?
3D and Immersive
Interfaces
Interface elements like tags, pill buttons, toggles, and dropdowns are evolving into brand assets, no longer confined to functional roles. This style transforms these digital components into expressive design tools. Tech-forward brands are turning oversized pill buttons into graphic features, using notification badges as patterns, and repurposing toggle switches as part of their visual identity. Digital elements are no longer just functional, they’re central to creative expression. With better rendering capabilities and widespread WebGL adoption, designers are pushing depth, motion, and hyperrealistic textures in ways that weren’t possible before.
Expect to see more experimental, almost game-like interactions in branding, e-commerce, and storytelling.
Typography:
Fun, Loud & Quirky
Form over function, or perhaps play over form? The era of plain, predictable fonts is behind us. Designers are now crafting quirky, unique typefaces featuring playful serifs, irregular curves, mixed character styles, and dynamic baselines. The rule? The bolder, the better!
It’s no surprise that designers are embracing this shift, because brands nowadays want to stand out and connect with audiences in fresh, memorable ways. Adding a personal touch can leave a lasting impression. Check out these designers showing their personality through typo. In a world saturated with look-alike designs, expressive typography offers a much-needed breath of fresh air.
Melbourne-based Jazlyn Fung exemplifies this trend with her playful, personality-packed typefaces, such as the rotund Happy Fat Font and the egg-inspired 800g. Her work showcases the charm and individuality that expressive typography celebrates. For those into unconventional fonts, platforms like Handmade Font offer options ranging from salad-inspired designs to ketchup-themed typography.
Additionally, open-source tools like Glyphs or Fontself which is a plugin for Adobe Illustrator and Photoshop make it easier than ever for designers to create custom typefaces directly within these applications. While usability remains important, this trend emphasizes typefaces that are as expressive and character-filled as they are functional.
No, They're Not
Old-Fashioned
Serif Fonts Are Back
The rise of serif fonts isn’t just a reaction against the minimalist sans-serif era, it’s a statement of personality, heritage, and confidence. This revival isn’t simply a rejection of the sterile, hyper-minimalist sans-serif era that dominated digital spaces for decades, it’s a deliberate embrace of serifs’ inherent storytelling power, emotional resonance, and ability to carve out memorable brand identities in an oversaturated marketplace.
What’s driving this shift? Serif fonts inherently feel more human, expressive, and timeless, qualities that contrast with the clean, often sterile nature of geometric sans-serifs that have dominated branding for years. But this isn’t about going full vintage; designers are pushing serifs in new directions, blending them with unexpected layouts, dramatic scaling, and a confident use of white space.
Brands like Chanel, Burberry, and The New York Times have long leaned on the timeless sophistication of serifs. But now, everyone’s joining in including BERO, using serifs to break away from the oversaturation of geometric typefaces and carve out a more distinctive identity.
Flaws Win:
Handcrafted Is In
In 2025, the design world is leaning into handcrafted details. Whether it’s hand-drawn typography, rough textures, or mixed-media elements, this movement embraces imperfections, human touch, and the raw, tactile qualities of analog art. In an online world drowning in AI-generated everything, these elements bring back authenticity, making work feel personal, intimate, and real.
Wobbly lines, uneven strokes, and rough textures are no longer flaws, they’re signatures of individuality. These imperfections add warmth and character, making designs feel more relatable and human. One of the biggest shifts is in typography. Sterile, geometric typefaces are being swapped for hand-drawn fonts that carry personality and emotion. These fonts mimic the quirks of handwriting, irregular letterforms, uneven spacing, and natural inconsistencies that make them feel alive.
Expect to see:
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Handwritten fonts replacing overused, soulless typefaces.
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Collage-style visuals mixing scanned textures, torn paper, and analog photography.
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Sketch-style UI elements bringing a DIY, personal touch to digital spaces.
This movement is making waves in branding, packaging, and social media. Places where authenticity wins over perfection. In a world of mass-produced content, the human touch isn’t just a design choice; it’s a statement.
Sustainability Takes
Center Stage
In 2025, sustainability is a must. Consumers are increasingly moving away from mass-produced goods, seeking unique, handmade items that reflect their eco-conscious values. Designers are responding by embracing natural textures, muted color palettes, earthy tones, and minimal aesthetics that emphasize sustainability. But this isn’t just a trend anymore, it’s the norm, extending beyond aesthetics into a deeper commitment to responsible design. Brands and designers are actively reducing waste by using materials like unbleached papers, 100% recycled options, and biodegradable packaging. Raw textures and natural materials make every design feel unique, embracing imperfection and authenticity in a way that feels real and intentional.
Brands like Lush Cosmetics and Bulldog Skincare are leading the charge, proving that sustainable packaging can be both functional and visually appealing. Aesop embraces minimal, refillable packaging with a signature aesthetic, while Patagonia uses recycled materials and bold messaging to reinforce its eco-conscious mission. This movement isn’t just about looking good, it’s about doing good, aligning with consumers who prioritize eco-friendly and ethical choices. Even in digital spaces, sustainability is influencing design. Formafantasma’s website is a perfect example, built with low-energy consumption in mind, it prioritizes simplicity, efficiency, and clean aesthetics without sacrificing impact. While sustainability is a noble goal, it can be challenging to implement at scale.
Designers must balance eco-friendly practices with cost and practicality, ensuring that sustainable design remains accessible to all.
Modern Natural:
Where Minimalism
Meets Maximalism
Minimalism has dominated design for years, but in 2025, it’s evolving. Instead of stark, stripped-down aesthetics, designers are blending minimalism’s clean simplicity with maximalism’s bold expression. The result? A balanced, harmonious approach that feels both modern and natural, it’s a visual language that’s refined yet full of personality.
This trend is all about finding the sweet spot between restraint and extravagance. Think clean layouts punctuated by bursts of vibrant color, sleek typography softened by organic, hand-drawn elements, or structured grids disrupted with playful asymmetry. It’s about layering contrasts that are bold yet airy, structured yet fluid, and create digital spaces that feel intentional, dynamic, and alive. Chobani nails this balance. Their branding merges clean, minimal packaging with expressive typography and rich, earthy tones, making their products feel fresh, approachable, and artful. This approach isn’t just about aesthetics, it’s a shift toward humanizing design, allowing brands to be both sophisticated and emotionally engaging at the same time.
Modern Natural offers a refreshing middle ground, a design language that’s both calming and captivating.
Zen, But Make It
Digital: Japanese-
Inspired Gradients
Gradients are shifting from the loud, neon transitions of the past to softer, more organic blends inspired by nature and Japanese design principles. It’s part of a bigger cultural move toward mindfulness, simplicity, and a deeper connection with the natural world. After all, aren’t we all a little obsessed with Japanese design?
Unlike the sharp, high-contrast gradients we’ve seen before, these blends are smooth, seamless, and almost painterly. The transitions feel effortless like the way light moves across a landscape. As more people look to reconnect with nature, these gradients bring that feeling into digital spaces. They tap into something universal, making them both visually calming and emotionally resonant.
Websites are using them as backgrounds for a more soothing user experience. In apps and software, they soften interfaces, making them feel more inviting and less sterile. Even on social media, Instagram stories, TikTok backgrounds, and branding, these gradients are everywhere. They offer a softer, more refined aesthetic that helps brands and creators stand out without screaming for attention.
Sound and Audio
Integration: Designing
for the Ears
As audio tools become more accessible, sound is evolving from an afterthought to an integral part of digital design. In 2025, expect to see brands using sound in more immersive and intentional ways from mood-setting soundtracks to subtle UI chimes that enhance interaction.
Imagine scrolling through a website and hearing a soft chime as you tap a button or experiencing a dynamic soundtrack that shifts as you navigate different sections. Exactly like Bürocratik’s homepage.
These subtle yet effective audio cues can create a richer, more engaging experience, reinforcing brand identity and making interactions feel more fluid and intuitive.
How Sound is Shaping the Future of Digital Design?
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Dynamic Audio Branding – Companies are developing custom sound signatures for their digital platforms, similar to the way Netflix, Intel, and HBO use audio branding.
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Adaptive Soundscapes – Websites that change their audio atmosphere based on user interactions, device settings, or time of day.
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Voice & Sound-Activated UI – AI-driven interfaces where users can navigate through voice commands or sound cues, reducing reliance on traditional clicks and taps.
While sound has the potential to elevate digital experiences, it must be used strategically. Overloading a website with constant background music or excessive UI sounds can be distracting or overwhelming, especially for users browsing in quiet environments. The key is to find a balance, allowing sound to enhance, not overpower, the experience. With the right execution, audio will become a defining feature of digital storytelling, shaping more immersive, emotionally resonant, and sensory-rich experiences in the years ahead.
Where Design Is
Headed: The Future
of Creativity
The future of design isn’t about blindly chasing trends, it’s about knowing what to steal, how to remix, and when to make it your own. The best designers don’t just follow shifts in style; they study them, understand why they resonate, and reshape them in ways that feel fresh, personal, and relevant.
Great design comes from borrowing ideas, breaking them apart, and rebuilding them with your own creative voice. Whether it’s leveraging AI, embracing imperfection, or reinterpreting nostalgia, the key isn’t just following the trend but making it work in a way that feels true to you.
In 2025 the design landscape is wide open with new opportunities and fresh perspectives. The ones who stay ahead aren’t just keeping up; they’re observing, adapting, and reshaping trends before they become the norm.
So, which of these trends will spark your next big idea?
Written by Debora Deva
Debbie is a writer, art director, and multidisciplinary creative at TOML Collective. With a background in advertising, she brings fresh perspectives to the journal — aiming to educate, question, and spark new ideas.
Get in touch with debora@tomlcollective.com