Illustrations: more than just a pretty picture

Illustrations are playing an increasingly important role in branding, cleverly used to help brands stand out, tell stories, and convey emotions. Whether featured on your website, packaging, or social media, illustrations add that extra touch to elevate your brand.

While using illustrations in branding is not a new concept, they’ve undergone a major transformation. Where hand-drawn designs once dominated, the range of styles today is virtually limitless. From sleek digital illustrations to retro-inspired aesthetics, anything is possible—as long as it aligns with your brand’s identity. Advances in digitisation have significantly contributed to this evolution, making illustrations easier to create and more versatile in their application.

Take Burger King, for example, which collaborated with the Spanish duo CacheteJack. Their vibrant and playful illustrations perfectly complement the brand's energetic image. This demonstrates how illustrations are not just visually engaging but also reinforce a brand’s story. A good illustration does more than just look appealing—it gives your brand a unique identity, simplifies communication, and evokes emotions. Here’s how:

1. Narrative Power Illustrations can convey ideas and emotions more flexibly than photos. While a photo captures what exists, an illustration visualises exactly what you want to express at that moment. They’re perfect for explaining complex processes or abstract concepts in a clear and engaging way.
2. Versatility Illustrations are true multitaskers. They can enhance packaging, websites, or even physical interiors. They add vibrancy to your audience’s experience—sometimes literally—and make information more accessible. From adding personality to terms and conditions to making your menus more engaging, illustrations speak volumes without words.
3. Dynamic Appeal Animating illustrations has never been easier. Dynamic visuals breathe life into your brand, creating a memorable impact. Animated illustrations work brilliantly for websites, social media, or digital displays, offering a fresh, eye-catching alternative to static imagery.

In a world saturated with stock photography, illustrations stand out. They not only make your brand more attractive but also more memorable. By adding originality and flair, they ensure your brand lingers in your audience’s mind long after the first impression.

Appearance and trends

At Brandchef, selecting a style isn’t just about choosing what looks good—it’s about aligning with who you are as a brand, the message you want to convey, and the aesthetics that resonate with the current zeitgeist. Right now, we’re noticing a few trends taking centre stage:

1. Retro Futurism This trend merges nostalgia with a futuristic twist, evoking memories of how we once imagined the future. It’s ideal for brands aiming to bridge tradition and innovation, offering a sense of both familiarity and forward-thinking.
2. Minimalistic Line Art In a world brimming with visual noise, less truly is more. Clean, simple lines create a sense of calm and clarity, making them a breath of fresh air. This style is perfect for brands looking to convey a modern, timeless, and sophisticated identity.

3. Storytelling with Illustrations Illustrations have the ability to tell a story visually, creating characters or scenes that bring your brand to life. This trend is especially popular in hospitality and F&B concepts, where illustrations are used to highlight themes like craftsmanship or sustainability. By weaving a narrative, these visuals deepen engagement and resonate with audiences on an emotional level.

Character

Illustrations do more than enhance your branding—they can completely transform it. These visuals create a recognisable identity, simplify complex information, and grab attention in ways that photos or text often can’t. At Brandchef, we carefully consider what style fits your brand's message, ensuring it’s implemented consistently across all platforms. Illustrations can bring your story to life, give your brand a character, and make interactions with your audience more engaging—whether through a simple line drawing or a vibrant animation.

Interested in incorporating custom illustrations into your branding? Get in touch with us and we'll have a chat.

hello@brandchef.amsterdam
‍+31 20 7521 751

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