Branding for Grown-ups

Writing for Design Week, Alec Mezzetti, Design Director at Mother Design, ponders if the era of overly cutesy, super approachable, soft-edged design and messaging is slowly coming to a close? In other words, is “I’m baby, sell me [blank]” about to become “I’m grown up, explain to me in detail why I should put my trust, money, resources, and loyalty with you”? We might not be there yet but I can easily see this new era looming in 2026, especially as the economy shifts this year and every decision a consumer makes is likely to be more deliberate than before and no amount of cutesy rounded sans serifs might be the convincing argument they (I, we, you) need.