While Some Mock Them As 'Blands,' Their Playbook is Working

Image Credit: Bloomberg

Hum, Loom & Leaf, Brüush, Yumi, Ritual, Billie, Ember — no, these aren’t a child’s first words. They’re all D2C brands that have rapidly emerged over the past few years as part of a huge but relatively homogenous branding revolution. In fact, some have now labeled them as 'blands.'

This moniker is meant to articulate the aesthetic of an exponentially growing number of brands that follow a strikingly similar playbook:

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– Grounding story and mission that is decidedly anti-status-quo.

– Clean, light, and friendly aesthetic — both in product and in branding — to appeal to a younger audience.

– Consistent and brand-forward marketing where the message encourages brand loyalty rather than flash sales and discounts that drive quick conversions.

While some may mock this consistent framework, these brands have unlocked a formula that is resonating with consumers. It's a reaction to decades of increasingly marketing-heavy, retail focused point-of-sales, and serves as a breath of fresh air compared to the catalog culture of yesteryears.

These brands not only inspire purchasing and subscription, but loyalty and brand advocacy, as customers increasingly seek to align themselves with brands they can be proud of, not only because of the aesthetic and offering, but also their mission and values.