According to the many trend analysts gazing into their crystal balls, it’s shaping up to be a year in which branding and design is set to embrace transformation, elegance, and a touch of mystery – which makes it all the more appropriate that we are also entering the Chinese Year of the Snake.
The Snake, with its associations of wisdom, adaptability, mysticism and quiet confidence, offers a surprisingly fitting metaphor for the creative shifts that we can expect to see across our industry in the year ahead. From sinuous shapes to skin-shedding transformations, 2025’s design trends reflect the Snake’s unique energy: agile yet grounded, subtle yet impactful, understated yet elegant. So how might these serpentine vibes reflect brand design this year?
#1 SINUOUS SHAPE AND FORM
Like the smooth, undulating movements of the Snake, 2025 will see brands gravitating towards more fluid, organic design. In a trend that reflects a broader cultural desire for flexibility and adaptability, the sharp edges and rigid structures that dominated previous years are making way for more graceful, sinuous shapes.
Possibly a reaction to AI-generated hyper-perfection, we can expect to see softer lines, more organic curves, and designs that feel both natural and dynamic, mirroring our desire for smooth, intuitive experiences. It’s about creating designs that breathe and flow, and enhance the user experience as they do so.
Spotify, Instagram and Google will lead the way in embracing organic, flowing design forms and interfaces, while Nike’s experimentation with morphing fonts representing athletic prowess will inspire others to push what can be done with typography.
#2 SKIN-SHEDDING TRANSFORMATIONS
In 2025, expect brands to embrace a new era of transformation. The Snake’s ability to shed its skin in order to grow serves as a metaphor for brands ready to evolve and adapt. It’s not just about overhauling brand identities but strategically shedding outdated concepts to reveal something fresher, smarter, and more in tune with consumer expectations.
Brands will review their missions and align more closely with the values of sustainability, inclusivity, and technological innovation. This isn’t just about aesthetic changes; it’s about transforming the essence of a brand to remain agile and relevant in a rapidly shifting market.
We might see this in more automotive brands following Jaguar’s transition to an all-electric line-up and a radical new product and identity, or a global fast-fashion brand such as H&M brand finally finding a way to genuinely balance scale with sustainability through “circular fashion”.
#3 KEEPING THE MYSTERY
The enigmatic Snake with its hidden depths and a magnetic allure shows how brands will leverage mystery and anticipation, slowly revealing their narratives and creating a sense of suspense that keeps consumers engaged.
In a world that has become dominated by short attention spans and disposable content, we can expect brands to balance this with more unfolding narratives to create stronger narrative and emotional engagement. These stories won’t just be about pushing product, but will draw consumers in over time so they become invested in what comes next.
The shift towards serialized content on platforms like TikTok and Instagram will continue, as seen in the rise of episodic storytelling by creators and brands alike. Luxury brands like Balenciaga will continue to build anticipation with enigmatic social drops, and we will see more guerrilla stunts like Lazada’s ‘haute couture’ Sponge Man, designed to spark online debate and intrigue.”
#4 DESIGN WISDOM
Adapting effortlessly to its environment, The Snake symbolises intuitive wisdom. In 2025, successful brands will replicate these same characteristics, blending AI with human insight and intuition to create hyper-personalised interactions that anticipate consumer needs – an approach that moves beyond traditional data analysis, aiming to predict desires before they’re even expressed.
Brands will craft experiences that feel deeply personal, merging data-driven insights with human empathy in a fusion that allows companies to foresee and fulfill customer needs, enhancing engagement and loyalty.
Telstra’s recent joint venture with Accenture aims to enhance customer experiences through intuitive data use and smart automation, while Open AI’s introduction of ‘Tasks’ will transform expectations of what can be achieved through a virtual assistant.
In conclusion, as we slide into the Year of the Snake, branding will be shaped by transformation, fluidity, storytelling, and intuition. Those brands that shed outdated concepts, embrace elegance, and craft compelling narratives will be the ones that thrive.
To stay ahead of the curve in 2025, we can all take a page from the Snake’s playbook: be bold, smart, and sleek, stay grounded, and transform with purpose.