If I were to create an icecream brand, this is how I would do it. We’re entering what I’d call the Anti-AI era of design. And one of the biggest trends coming out of it is "Naive Design" - branding that intentionally feels hand-drawn, scribbled, wonky and human. When AI can generate anything to look perfect, perfection stops being interesting. If you look at some of the more exciting emerging brands right now, you’ll notice: - More hand-drawn illustrations. - More handwritten typography. - More raw, imperfect photography. - More weirdness. - More personality. - More real-life stories. That thinking became the inspiration behind this fictional ice cream brand, LAVA. I didn’t want anything to feel overly polished. Every flavour gets its own imperfect illustration, mascot and personality. AI can generate content, but what it can't generate is lived human experience. That's why a scribbled message can somehow feel more trustworthy than a perfectly art-directed campaign. And a wonky hand-drawn character can be more memorable than a technically perfect illustration. The lesson isn't to make your branding deliberately bad but to stop designing the humanity out of it. The brands we remember are the ones that feel like a human being was actually behind them. Perfect is becoming plentiful. Human is becoming premium. Would you try savoury ice cream? If so, what flavour should LAVA make next? #branding #packagingdesign #icecream #brandstrategy #marketing
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