Loosen Up! Why brands that embrace fun, friendliness, and flexibility are thriving

With higher incomes, more white collar jobs and better access to higher education, individualistic practices and values have grown globally. This has led household sizes to shrink, divorce rates to go up and self-expression to become a higher priority. Worldwide crises, such as climate change and health pandemics, have only exacerbated this trend.

As people have shifted from focusing on ‘we’ to ‘me’, brands have had to work much harder. “Come on guys, buy this and help us out,” isn’t going to cut it any more. “Here’s what’s in it for you…” is more like it, but not quite. With better socioeconomic conditions comes greater choice. So, in most cases, people don’t have to pick a brand because it’s the only option.

Instead, they opt for businesses that understand them, with values and an identity that matches what they want to express about themselves. As far back as 2012, people chose brands that reflected their true or desired selves on Facebook. So now, wherever they are in the world, building meaningful relationships with customers isn’t a nice-to-have for brands, it’s essential.

What does a relationship-focused brand look like?

The shift from transactional marketing to relationship-driven branding is transforming how businesses engage with their audiences. Now, customers expect businesses to deliver quality goods and services, as well as be more authentic, human and emotionally intelligent.

Specifically, they’re focusing on:

– Adding value to customers’ lives beyond the sale of their products or services. This can involve providing helpful information, creating a community of likeminded people or building a fun, entertaining subculture

– Prioritising authenticity over perfection by moving away from overly polished, corporate tones and talking in a genuine, conversational way that is easy to understand and relatable to customers (as well as consistent)

– Evoking emotions through storytelling, whether it's user-generated content or behind-the-scenes insights, brands that highlight the people involved in their world can tap into hugely powerful communications

– Whether online, in-store or on social media, brands that offer consistently seamless, customer-first experiences are creating deeper loyalty and standing out in crowded markets.

By taking this approach to their brand and marketing execution, businesses can build stronger connections, drive lasting loyalty and ultimately thrive in the modern marketplace.

Upgrading Undiscovered

Previously named after its founder and known as MR Recruitment, recruitment agency Undiscovered decided to move its brand away from its origins as it expanded into new areas of Europe. Specialised in filling roles across the creative industries, the brand’s new name and identity was developed ‘to spark interest and joy at all touch points’.

Led by a detective brand mascot in a signature ‘Pork Pie Hat,’ (a carryover from the old logo) this character embodies the persistence of Undiscovered’s team in matching talent with opportunity. Its facial expressions, cheeky movements and crazy stunts demonstrate these relentless pursuits in a way that can translate across several languages.

The simple, easy-to-understand communication style was transferred to the websites UX, which has been split into two clear user journeys, ‘Candidates’ and ‘Talent’. Utilising clean typography and a straightforward tone of voice, the brand successfully combines simplicity with humour. This effective use of friendliness means the brand can scale as the business expands without losing the originality that sets it apart in the competitive recruitment landscape.

Refreshing PayPal

After 25 years in the market, PayPal was teetering on the edge of becoming a legacy brand. Now, they’ve refocused on being direct with optimism to create a universal appeal without straying too far from the trust and authority it’s built in a fintech market.

The refreshed brand colour palette has left behind the ‘retailer’ yellow and switched to a neutral, streamlined black and white with bright and deep blue accents. Combined with a timeless typography and a sharp monogram of the logo, the identity is bold and confident with a brand voice that is conversational and to-the-point.

These subtle changes have elevated and repositioned the brand without reinventing it. This retains the brand’s hard-won affinity and creates an open, honest and modern brand. It also falls in line with the brand’s wider goals of becoming more accessible for ‘Everyone, everywhere’.

Cleaning up Kleenex

As Kleenex reaches its 100th birthday, the brand has embraced its heritage while refining its identity for a new era. The refresh brings cohesion, confidence, and warmth, uniting its most iconic elements into a single, streamlined look.

At the heart of the redesign is the classic 1961 script, now elegantly placed within a tissue-inspired crown, reinforcing category leadership and the strength Kleenex products bring to everyday life. Meanwhile, the curved illustrative style subtly nods to the softness and comfort the brand is known for.

The refreshed colour palette - featuring blues, oranges, and purples - exudes confidence and charm, giving Kleenex an effortlessly inviting, loveable feel. A rounded typography style and a stronger focus on everyday moments (from sniffles to shared laughter) help reinforce the brand’s role in customers’ lives.

By creating a unified, modern identity, Kleenex strengthens its market leadership while remaining relevant and relatable to a wider audience. This refresh isn’t just about looking good—it’s about inspiring trust, recognition, and emotional connection for years to come.

How to warm up your brand

Whether you’re a B2B or B2C business, you can build a brand that emotionally resonates with your target customers. By getting to the root of your brand’s personality and values, then translating them into your brand identity, tone of voice and customer experiences, you can develop a deeper brand-to-customer connection.

To find out more about how we can support your brand and tap into your warmer side, call us on 01926 754038 or drop us an email at hello@designmc.org