As a tenured creative (and human being), I’ve witnessed countless shifts in consumer behavior—from the rise of digital to the relentless pursuit of authenticity. Today, we stand at the precipice of a profound paradigm shift. The prevailing mood of our time, coupled with the undercurrent shaping desires and driving decisions, demonstrates a yearning for escapism. The brands that recognize and skillfully harness this desire will not just survive, but thrive.
The world is undeniably noisy. Chaotic news cycles, algorithmic feeds, content overload, and the prevalence of AI slop create a constant cacophony. Our brains are constantly processing, filtering, and attempting to make sense of an increasingly complex and often overwhelming landscape. In this environment, the human spirit instinctively seeks a reprieve—a moment of respite, a way out.
Escapism, then, is not a frivolous indulgence but a deeply human need with some sense of urgency. Increasingly, we desire to step away from the digital din and immerse ourselves in a world that feels more intentional, more human, more felt. We’re not merely ignoring reality; we’re creating pockets of sanctuary, moments of wonder, and experiences that transport us, even if just for a fleeting moment.
Escapism is not merely ignoring reality; we’re creating pockets of sanctuary, moments of wonder, and experiences that transport us.
Our need to escape manifests in multiple ways. Sometimes, it’s a longing for nostalgia, a comforting embrace of simpler times, familiar aesthetics, and cherished memories. Other times, it’s the allure of fantasy, the desire to transcend the mundane, to explore imaginative realms, and to experience the extraordinary. And sometimes—paradoxically, perhaps—escapism takes the form of minimalism, a refuge from overwhelming stimuli, a desire for simplicity and clarity.
What connects all these expressions is a fundamental human craving for connection, for meaning, and for experiences that resonate on a deeper, emotional level.
This is where the opportunity for brands truly lies. Once we recognize that we are no longer in the business of simply selling products, but rather in the business of building worlds, that’s where magic can happen.
The Power of Immersive Packaging
Consider the power of immersive packaging. Gone are the days when packaging was merely a protective shell. Today, it’s a tactile invitation, a miniature portal to the brand’s universe. Take Hardin’s Creek, for example. Facing a whiskey category struggling to connect with younger generations, Hardin’s Creek radically evolved its brand to lean into discovery. Their packaging isn’t just a container; it’s a “map” to a gamified realm where whiskey comes alive. Vivid illustrations depict distillation and maturation processes, inviting drinkers to explore a fantasy world with serious intent. Symbolic elements on the pack act as keys, unlocking details and transforming a bottle into an adventure, appealing to a generation already engaged with fantasy worlds through gaming. Going beyond aesthetics and venturing into experience, we must create a sensory experience that begins before the consumer opens the product, setting a mood and promising an escape.
Storytelling remains paramount, but its execution must evolve. In an era of short attention spans and content fatigue, generic narratives fall flat. Brands need compelling sagas that invite participation and offer a genuine escape. Even heritage brands have to evolve as once-powerful differentiators become commonplace. To resonate with modern consumers, brands must shift and reframe their narratives rather than only communicating product benefits.
Design That Creates a Mood
And then there’s design that creates a mood—crafting environments, both physical and digital, that evoke specific emotions and transport the consumer. Every touchpoint, from the typeface to the color palette, from the texture of a material to the flow of an interaction, contributes to this overarching mood, inviting the consumer to step into a different reality.
Similarly, in the digital realm, Lenovo Yoga exemplifies this by evolving its product films from feature-forward norms into immersive, world-building stories. These films celebrate the vibrant, ever-evolving worlds of “Gen Create,” offering a glimpse into aspirational lives and creative journeys. Through motion and narrative, this is design that creates a mood of innovation, possibility, and connection, inviting viewers to escape into a future where their creativity is empowered.
The implications of this shift are profound. Brands that continue to focus solely on product features and transactional relationships will find themselves increasingly marginalized. The future belongs to those who understand that consumers are seeking more than just goods and services; they are seeking experiences, emotions, and a sense of belonging to something larger than themselves.
This shift isn’t about abandoning the core principles of good branding. Clarity, consistency, and differentiation remain vital, but it is about elevating our ambition. It’s about moving beyond the functional and embracing the emotional. As creative directors and designers, our role has never been more critical. We are the architects of these worlds, the storytellers who craft these narratives, and the visionaries who design these immersive experiences. We have the power to transform mundane transactions into memorable journeys, to elevate products into portals, and to build brands that don’t just push products, but proactively offer an escape.
The brands that will win in this new era are those that dream bigger, are willing to think beyond the immediate sale, and to embrace the profound human desire for a way out. They will be the brands that understand that in a noisy world, the most powerful statement you can make is an invitation to a quieter, more beautiful, and more intentional world of your own making.
Let’s build those worlds.
Ben Sherwood has been developing design systems that stake out authenticity and ownable positions for the world’s leading brands for the past 20 years. A seasoned design leader, he is at the helm of the Creative Practice for Design Bridge and Partners North America, managing and mentoring teams and clients such as Mastercard, Kenvue, Tyson Foods, Suntory, Colgate-Palmolive, Lenovo, Diageo, HCSC, Glanbia, and more. Before joining Design Bridge and Partners, he was an associate partner and Design Discipline lead at VSA Partners’ New York office. A native Texan, Ben calls Brooklyn home.
All images courtesy of Design Bridge and Partners. Header illustration by Wherlon Santos, Design Bridge and Partners.
The post In Pursuit of the Great Escape appeared first on PRINT Magazine.