01 Jun Branding & Design Trends to Watch in 2025

Posted at 19:37h in Trends by

The branding and design world is in motion, and in 2025 it’s less about chasing the latest look and more about designing with meaning, adaptability, and identity clarity. Across the board, brands are shifting toward smarter systems, more human expression, and audience-first design that delivers impact without excess.

Here are the key branding and design trends shaping the year ahead, along with examples of how leading Australian brands are already bringing them to life.

 
1. Smarter, More Flexible Branding Systems

2025 is the year of modular brand identities — design systems that flex across platforms without losing cohesion. Brands are investing in assets that perform as well on a smartphone screen as they do in a corporate pitch deck.

Look at Athletics Australia, which rebranded to Australian Athletics earlier this year. The new identity isn’t just a visual facelift. It’s a flexible system that feels more inclusive, modern, and connected to the organisation’s growing success on the world stage. A refreshed name, simplified logo, and adaptable colour palette have brought clarity and momentum to the brand across national and international events.

 
2. Soft Boldness: Confidence Without Noise

Minimalism isn’t dead — it’s just matured. In 2025, we’re seeing softer colour palettes, organic shapes, and elegant serif typography paired with bold messaging and confident layouts. The result is design that’s calm, clear, and authoritative without being loud.

A great example is For Purpose Aged Care, formed by the unification of Luson and Signature Care under a single brand. The visual identity is gentle yet grounded, designed to resonate emotionally while maintaining professionalism. It’s proof that strong branding doesn’t always mean bold colours and loud graphics. It can also be built on empathy and clarity.

 
3. Brand Architecture & Consolidation

As brands evolve, many are simplifying their portfolios and realigning their offerings under one clear banner. This reflects a broader move towards clarity and recognisability, especially in competitive markets.

Coles Liquor is a perfect example. In 2025, they rebranded all their retail outlets under the Liquorland name, retiring First Choice and Vintage Cellars. This isn’t just a name change. It’s a design and strategy move to unify loyalty programs, simplify the customer experience, and create a single, recognisable identity across Australia.

 

 

4. Personality & Imperfection

Against a backdrop of AI-generated uniformity, hand-drawn elements, textured photography, and character-led design are coming back strong. Brands want to feel human again — quirky, real, and imperfect in the best ways.

This is reflected in Billson’s Brewery’s transformation into Last Street, following major changes to their business model. While they pivoted away from their popular RTD products, they leaned into the personality of their venue and heritage soda range with playful sub-brands like Isabella’s (for cordials) and Beth & Bella’s (for jam). The result is a brand that feels warm, community-led, and refreshingly non-corporate.

 
5. Strategic Positioning: Branding Beyond the Visuals

Great design starts with how a brand is positioned, not just how it looks. A fresh coat of paint won’t work if the messaging, structure, or offer isn’t aligned. In 2025, more brands are realising that a rebrand isn’t just cosmetic. It’s strategic.

A clear example is Myer, which announced a major brand revitalisation this year, not just visually but operationally. With a renewed focus on loyalty, Gen Z experiences, and a sharper digital presence, Myer is setting out to reposition itself as a modern retail powerhouse. The rebrand is less about changing the logo and more about changing perception.

 
Final Thought: Design Is Strategy Made Visible

The most effective brands in 2025 aren’t those with the flashiest graphics or biggest budgets. They are the ones with a clear message, a flexible system, and a design language that reflects who they are and who they’re becoming.

From aged care to athletics, and supermarkets to spirits, Australian brands are proving that smart, strategic design is the ultimate differentiator. Whether you’re unifying under a single identity, repositioning for growth, or bringing more personality into your brand, design is your most powerful tool.

If your brand’s ready to evolve, we’d love to help shape what’s next.