While window shopping at the mall, a bright neon retro sign catches your eye.
Curious, you walk inside and scan the store.
There in the corner, you spot it.
“Is that… a fanny pack?”
Yes, the fanny pack.
Once the king of ’90s fashion and the punchline of many jokes has returned.
And surprisingly? It seems cooler!
Before you know it, you’re clutching one, imagining all the ways you used to rock it.
You stuffed it with everything, from Jelly Beans to a Walkman.
“How did this thing go out of style?” You think to yourself.
Without hesitation, you beeline for the checkout, feeling irony and excitement.
What just happened?
That right there is nostalgia hitting hard.
The neon sign and the retro graphics that first caught your eye are a form of retro branding.
Retro branding takes something you once loved (or laughed at) and makes it cool again. It makes the past feel present and gives you all the feels in the process.
A lot of brands are looking into this type of branding to connect with their audience.
But the question is, how do you sprinkle retro flair into your brand visuals while keeping it fresh and modern?
We’re tackling that in this little guide. So grab a snack (Lunchables, anyone?), and let’s explore how to remix retro classics into your modern brand!
Why Does Marketing Nostalgia Work?
Who doesn’t love a good trip down memory lane?
It doesn’t matter if you’re flipping through old photos or hearing an old song on the radio, nostalgia tugs at you and makes you feel good.
And in the marketing world, emotional connection is considered gold!
What if your brand can evoke the same feeling in your audience? What do you get from it? Instant connection!
Your audience automatically likes you, and even trusts you (to a certain extent) simply because you made them feel good.
TikTok’s recent boom in throwback challenges is a prime example of how brands are tapping into nostalgia to engage diverse audiences, reminding them of the good ol’ days while still staying relevant.
Identifying Your Brand’s Retro Vibe
Okay, so nostalgia is marketing gold, but where do you start so you can use retro branding and eventually, nostalgia marketing for your brand?
The first thing to ask? “What’s your brand’s nostalgia era?”
Do you want your brand to speak to the groovy psychedelic colors of the 70s? Or maybe the neon and bold graphics of the 80s are more your thing? Perhaps the laid-back, casual grunge look of the 90s echoes your brand better?
Your job is to choose your brand’s personality, each of these decades features a distinct flair that resonates with specific audiences.
Do your research. And no, not just a quick Google search, but a dive into what makes each decade stand out. Be a detective and use visual cues to inspire you. Save your finds on Instagram collections or create a Pinterest board for inspiration.
But remember, it’s not only about looking great. Your chosen era needs to also align with your audience and values.
Crafting Your Retro Visuals
Here’s the fun part of this process, actually designing your retro visuals! It’s at this part where you can start getting creative, pulling inspiration from your chosen era and all of the colors, graphics, and fonts you want to use.
Use The Right Colors For The Era
Colors can transport you back in time faster than the Doc’s DeLorean! Go for neon pinks or yellows of the 80s or embrace the earthy tones of the 70s, the perfect color palette can nail that retro feel you’re after.
For example, a retro-inspired palette could mix a funky 80s neon vibe with sleek modern typography for an eye-catching design.
Let Type Tell Your Story
Fonts are like the voice of your brand. Want to scream “retro” but still be legible? Choose typefaces that reflect the era without overpowering your design.
One good font example would be something like Bangers. This is a fun font used in the heyday of comic books and gives it that cool, retro 80s feel.
Embrace Patterns and Graphics
From polka dots to geometric shapes, incorporating vintage patterns infuses a playful touch into your brand. Think of those funky 90s shapes that adorned everything from clothing to paper cups (hello, Solo Jazz design!).
Done right, these can bring personality to your marketing materials. Just be careful not to overdo it. Less is often more when it comes to balancing nostalgia and modern design.
A Note About The Ever-Changing Times
Nostalgia was once all about the ’50s diners, vintage cars, and mid-century vibes. But, in the last few years, the times have shifted.
There’s now a lot of retro and nostalgia branding rooted in the ’90s and early 2000s. Think bold colors, geometric shapes, chunky sneakers, and flip phones.
Millennials and Gen Zers long for that sweet spot between comfort and cool. And now brands are tapping into their love for scrunchies (yep, those are back!), chunky dad sneakers (yes, the kind your dad used to love), Tamagotchis, and more recently, those dad shorts (maybe it’s time to raid your dad’s closet?)
Brands that can harness this shift right when it happens and weave it into their campaigns have the best chance of bringing back the past in fresh ways–appealing to both the heart and the Instagram feed.
How To Bring Retro Aesthetic To The Modern Era
Retro visuals? Check!
Now it’s time to make sure they look fresh and functional for the current year.
The trick to avoiding the dreaded “outdated” look is finding the ideal balance between old-school charm and modern design principles.
Blend The Old With The New
One good way to add contrast and create a fresh-looking retro design is by combining retro elements with modern layouts. For example, sporting the full 80s neon and tube socks will make you look like you raided granny’s attic. But when you blend retro touches and contemporary design, you create something that feels relevant and fresh.
Functionality is a Must!
Retro visuals can be fun, but they need to work across your entire platform. Whether it’s a social media post or a mobile-friendly website, the retro designs your graphic designer or illustrator creates need to enhance user experience instead of complicating it.
Test It Out With a Retro Party
Not sure if your audience is vibing with your retro-inspired visuals? Test them out! Throw a mini “retro party” on your social media by sharing a sneak peek and asking for feedback. Use Google Forms or conduct Instagram polls so you can gather the right kind of feedback.
Brands That Rock the Retro Look
Let’s take a look at a few brands that have nailed the retro aesthetic:
Coca-Cola
Their ads and distinctive retro logo give a nod to the past. But here’s the genius part—they keep the messaging fresh, mixing retro designs with modern branding to create timeless appeal. You’re not just drinking soda; you’re drinking nostalgia.
Pokémon
A nostalgia powerhouse. Whether it’s the retro graphics in the games or the way they’ve brought back the original 151 Pokémon for fans, they expertly leverage nostalgia to engage old fans while drawing in new generations.
Fanta
Known for its playful colors and fun branding, Fanta captures the excitement of the 90s and 2000s while still appealing to today’s youth culture.
Their vibrant campaigns are fresh with retro touches without making them feel dated. I mean, check out those yellow metal hair clips and popcorn shirts! Dead-on 2000s! It’s the best example of fusing retro elements with a contemporary twist.
What You Need to Avoid When Going Retro with Your Designs
Retro design is powerful, but it can be tricky. So, be careful and avoid these common mistakes when embracing a retro style for your brand.
Completely Ignoring Your Audience
Just because the 80s is your thing, it doesn’t mean your audience will feel the same. Figure out what resonates with your market first. Don’t go retro for the sake of it.
Too Much Nostalgia in One Go
Nostalgia is awesome, but if you overdo it, it makes your brand look like it’s stuck in the yesteryears. Keep it classy, not kitschy. Always keep in mind that less is more. You want to use retro branding for campaigns or projects, not so much as a complete brand identity because it can easily go out of fashion.
Doesn’t Fit With Your Brand
When designing your retro designs, your priority is to know how it fits within your overall brand identity. A drastic departure from your existing branding could confuse your audience, so if you are embracing retro designs then make sure it fits.
Wrapping Up
Nostalgia is more than a trend. It connects generations.
By tastefully incorporating retro vibes into your brand and visuals, you can evoke powerful emotions, boost customer loyalty, and stand out in today’s crowded marketplace.
So, what are you waiting for? Grab your mood board, channel those old-school vibes, and start weaving nostalgia into your brand visuals.
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Ready to bring some retro vibes or fresh creativity to your marketing?
Nicole Steffen Design is here to help you level up your brand with a fun, fresh twist.
Let’s chat and discover how we can transform your brand into something unforgettable. Book a no-pressure call today!
