You’ve probably noticed it in everyday brands—hand-drawn typography, rough scanned textures, and imperfect designs aimed at evoking a sense of the past or craftsmanship. Cleaning product labels might echo a simpler era with hand-painted signs and retro illustrations, while new bakeries often opt for identities that feel purposely “imperfect.” This handmade aesthetic has long been a topic of discussion, but recently it feels increasingly forced. For instance, Panera Bread’s polished swash typography recalls local hand-painted signs but contrasts with its mass-produced branding. St. Regis luxury properties now include hand-drawn elements, which conflict with their polished image. Claude’s branding tries to appear as the more “human AI” through hand-drawn illustrations.
This trend stems largely from designers’ unease with AI technology, pushing them to reject anything digital. Similar to past design fads like skeuomorphism or the 90s grunge style, this movement reflects a tension with technology rather than genuine brand needs.
While genuine hand-crafted design has value, overuse of this aesthetic dilutes its impact and fails to differentiate brands authentically in an AI-driven world.
To avoid pitfalls, designers should root handmade elements in meaningful project context, rethink what it means to be “human,” collaborate with AI through iterative dialogue, and embrace brand complexity with varied logos and tones. The goal is to create distinction rather than blend in, ensuring brands convey authentic human qualities beyond surface trends.
