JHDD Branding Report — 2026.09.23

Wedge’s Bastét toothpaste identity deliberately disregards conventional category aesthetics.

A pattern emerging across recent brand launches highlights a strategic shift where visual identities are designed to intentionally contradict established category norms. Whether it is a noodle joint adopting skate brand aesthetics for Oodles, or an editorial platform like Mozilla’s Nothing Personal embracing unexpected joy, these brands are actively seeking distinction by disrupting visual expectations rather than conforming to them. This approach prioritizes cultural resonance and memorability over immediate, overt category signaling.

The brand identity for Bastét toothpaste exemplifies this approach, with its design described as making “absolutely no sense for its category.” Conventional branding wisdom often dictates that a product’s visual identity should clearly communicate its function, benefits, and category affiliation to facilitate consumer recognition and trust. For a toothpaste featuring “nano-hydroxyapatite,” this would typically translate into clinical, scientific, or wellness-oriented aesthetics. However, Bastét embraces an entirely different visual language, creating an identity that is distinct precisely because it diverges so sharply from expectations. This seemingly illogical strategy is, in fact, a calculated move to carve out a unique space in a saturated market. Similarly, Mother Design’s rebrand for Keen, a psychic platform, employs a “90s New Age sensibility,” consciously re-contextualizing a once-dismissed aesthetic to align with current cultural acceptance.

This challenges the mainstream industry belief that brand equity is primarily built on clear, direct category cues. Instead, these examples suggest that a degree of visual dissonance can foster stronger engagement and brand loyalty among audiences seeking novelty and authentic self-expression. By mid-2027, the market will see a noticeable increase in premium and niche brands intentionally adopting visual identities that draw from unexpected cultural reference points, specifically those previously considered “uncategorizable” or niche, leading to a richer and more varied visual landscape across product categories.

This trend faces resistance from established market research frameworks that rely on immediate consumer comprehension and category benchmarking. Large corporate entities, particularly those in highly regulated or mass-market sectors like pharmaceuticals or mainstream consumer packaged goods, will continue to prioritize identities that minimize perceived risk and maximize broad, unambiguous appeal. Their brand strategies remain rooted in minimizing cognitive load and ensuring instant, universal recognition, often leading to visual conformity within categories.

Branding professionals should shift their initial visual audit and competitive analysis beyond direct category competitors. Instead, they should systematically map cultural signals and aesthetic codes from adjacent subcultures, art movements, and seemingly unrelated product categories that resonate with a brand’s target audience. This allows for the development of visual identity systems that leverage unexpected associations to create distinction and cultural capital, rather than merely optimizing for category fit.

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Curated References