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  • Christina Rüter

How to create emotional brand design that speaks to our hearts?

Let's look at the success factors leading to a strong emotional brand.



Many marketing heads are watching - somewhat enviously - Oatly and Gustavo Gusto.

We, agency heads, love the emotional impact of these brand designs.


How do the brands create these resonating emotions?


If you observe the brands, the following SUCCESS FACTORS* stand out:


👉 System revolution:

Focusing not (only) on product sales, but on revolutionising the system behind it and standing for change. You can also call it a purpose-based brand strategy. It's about creating a movement and becoming a lifestyle brand.


👉 Human branding:

The decision to ensure that the brand becomes "human" and does not remain a factual "logo". This includes a consistently human identity and tonality that is as if drawn by hand, that speaks to you and triggers interaction.


👉 Being courageous (or Oatly: "Fucking Fearless"):

Standing out and offending generates reaction and backlash. In the case of Oatly, a "milk war" even unfolded and, despite a legal defeat, Oatly ultimately won the public's sympathy.


👉 Emotional packaging design:

Understand and treat the packaging like an ad. Present the benefits with an emotional headline and appeal and make it fun to look at. 😍


👉 Credible multipliers:

In the Oatly case, the coffee community & barista world was convinced and thus serves as a multiplier for flavour and use.


👉 Making complicated simple:

Product technology, nutritional science, ingredients and declarations: communicate these often complex aspects in a simple, understandable and emotionally accessible way.


These brands usually have strong minds at the helm who drive and represent this process. Ultimately, it is not just a consistent BRAND STRATEGY, but a holistic MANAGEMENT TASK.


At Oatly, these heads are Toni Petersson and John Schoolcraft, at Gustavo Gusto it is Michael Götz (which is why he has just been voted CMO of the Year - congratulations again!!!). 👏 ).


So what does this mean in practice?

Are emotional brands more likely to emerge in an entrepreneurial context and structure, as you can act more courageously and independently here?

So not out of large corporate structures?

The big ones might then later buy the (even smaller) emotional brands...(👉 Ben & Jerry's at Unilever)?


What do you think about the path of emotional brands?

Which other emotional brands have become so big?

Which pizza and Oatmilk do you buy?


Does your brand also need a stronger emotional side?

Are you interested in learning from the emotional brands?

Our Design Sprint offers a results-orientated format for this.


*Case study by Brand The Change Ltd


Author: Christina Rüter

Linkeded Beitrag vom 21.11.23




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