Have you ever seen how an increasing number of illustrated work is showing in promoting, packaging and branding just lately? I definitely have, and from my vantage level as a journalist within the design business, I do not assume it is a coincidence.
Increasingly more, I am listening to from manufacturers that they are discovering illustration gives one thing images can’t. Specifically, the power to create new, bespoke worlds that seize individuals’s creativeness and talk values with unparalleled readability.
From packaging to competition installations, 2025 has seen manufacturers pushing the boundaries of what is potential once they collaborate with proficient illustrators. And listed here are six standout examples, every created by illustrators represented by Good-looking Frank, which showcase the varied methods the self-discipline is reworking model storytelling proper now.
1. Cinematic storytelling: When Nissan took over Piccadilly Circus
The Japanese car producer Nissan is well-known world wide. Nevertheless, with the business at the moment present process a metamorphosis with electrical applied sciences, nobody’s future is definite, and standard promoting can now not be relied upon. That is why Nissan took a contemporary course, working with illustrator Matt Saunders. Collectively, they created a spectacular 30-second infinity zoom animation that took viewers on a journey by way of futuristic worlds: from racetracks to cyberpunk Tokyo nights.
The technical achievement was staggering. Matt labored with manufacturing company Grand Visible for 4 months, establishing every scene in three detailed sections: background, mid-plane, and foreground, all anchored round a single central level. And whereas the challenge was initially designed for on-line use, the outcomes had been so compelling that Nissan booked Europe’s largest promoting show—the 783.5m² Piccadilly Lights display screen—to indicate it off to the world.
Key takeaway: When manufacturers give illustrators bold briefs and the time to execute them correctly, the outcomes can actually cease visitors.
2. Competition tradition: Costa Espresso’s experiential illustration
Boardmasters is an annual five-day competition held in Newquay, Cornwall, that mixes a serious music occasion with surf, skate and BMX competitions. It was an incredible alternative, then, to advertise coffeehouse chain Costa Espresso to a youthful, hip and influential viewers. But the model did not simply wish to slap a brand on some merchandise; it wished to create a tangible expertise that folks would wish to interact with.
As such, Costa commissioned illustrator Luke McConkey to create a collection of vibrant artworks that may turn out to be integral to their competition presence. Consistent with the vibe of the occasion, Luke’s method was refreshingly natural. “I simply sort of let issues begin occurring, very similar to whenever you’re at a competition,” he explains. “It is all simply occurring without delay, and stuff occurs as a result of different stuff occurred.”
Luke even included himself, his spouse and son within the competition scene; “These individuals make their approach into my work subconsciously,” he notes. When accomplished authentically, this sort of private contact can actually inject a way of humanity into model experiences.
All in all, Luke’s detailed visuals adorned the whole lot from the principle set up to extremely coveted reversible bucket hats, which turned the competition’s must-have accent.
Key takeaway: This case demonstrates that model activations at pop-culture occasions may be efficient with out being company intrusions. Illustration may also help remodel them into areas individuals really wish to inhabit and can keep in mind fondly for years to come back.
3. Trend collaboration: When illustration meets streetwear
Based in 2016, Spanish sneaker model HOFF has shortly carved out a repute for its vibrant and distinctive sneakers. Every shoe design is an ode to a specific metropolis, neighbourhood or vacation spot, and the model typically incorporates a landmark or map of the situation on the only.
For his or her newest assortment, HOFF wanted an illustrator whose work might match their daring aesthetic while bringing one thing contemporary to their location-based idea. Malika Favre proved the proper match. Identified for her immediately recognisable minimalist model, Malika’s ability lies in simplifying photos to their important parts, while making them pop by way of masterful use of sunshine and shadow.
The outcomes may be seen within the Mexican Bauhaus assortment, which includes a hanging sneaker in two vibrant colourways, plus a sweatshirt and tote bag, all sporting Malika’s signature lips brand. Drawing inspiration from her favorite place, Mexico, the gathering captures the nation’s iconic colors and structure by way of reds, pinks and oranges in opposition to gentle blue skies.
“Color is extremely vital and I used to be immediately interested in it,” Malika explains. The gathering captured Mexico by way of what she describes as “a minimalist, architectural vibe the place colors and shapes deliver the designs to life.”
The pure alignment between HOFF’s destination-focused philosophy and Malika’s capacity to distil locations into their visible essence created a group that felt authentically linked to each model and artist.
Key takeaway: The suitable artist can turn out to be a real inventive collaborator, bringing their creative imaginative and prescient to boost a model’s aesthetic quite than merely adorning merchandise.
4. Retail storytelling: Tesco’s destination-driven packaging
Grocery store packaging usually prioritises perform over kind. However grocery store chain Tesco’s Most interesting tea vary bucked this pattern by commissioning Tom Haugomat to create 5 vacation spot illustrations. Working with design company Coley Porter Bell, Tom crafted vibrant and romantic imagery that transported customers to tea-growing areas world wide.
Every illustration required each compositional power and extractable parts that would work throughout totally different pack surfaces. Tom’s cinematic high quality and delicate textural imperfections conveyed the “handmade, genuine high quality” that the transient demanded.
Key takeaway: This challenge demonstrates how illustration can magically remodel mundane retail classes into premium experiences. By investing in bespoke art work that tells the story of its merchandise, Tesco elevated its tea vary from a commodity to a craft.
5. Public transport celebration: TfL’s community-focused marketing campaign
Transport for London (TfL) is an area authorities physique liable for managing and working most of London’s transport community. Their twenty fifth anniversary marketing campaign, Making Each Journey Matter for 25 Years, highlights how illustration may also help public providers join emotionally with their communities. Charlie Davis was tasked with creating three preliminary artworks celebrating London landmarks and moments, from the ‘Child on Board’ badge to the Evening Tube.
The marketing campaign reimagined acquainted transport icons while celebrating key London moments, together with the 2012 Olympics and the introduction of cycleways. By utilizing a London-based illustrator, TfL ensured the work felt authentically linked to town it serves.
Key takeaway: This case demonstrates that illustration may also help public our bodies and establishments convey their values in a approach that feels private quite than bureaucratic.
6. Sensory storytelling: Opihr Gin’s Spice Route in paper kind
Premium gin model Opihr wished to seize its adventurous spirit in a single picture: one that may transport viewers to the origins of its botanicals. Paper artist Helen Musselwhite got down to create a key visible that may act as a ‘portal’ into Opihr’s world of flavour. Constructed fully from paper, her art work mixed arches, unique wildlife, and the gin bottle itself on the centre, as if glimpsed by way of a window onto the Spice Route. Every layer was rigorously designed so as to add depth and texture, reflecting Opihr’s tagline: “Let the style take you there.”
The result’s a richly tactile piece of brand name storytelling — half sculpture, half illustration — that embodies the craft, color and curiosity behind Opihr’s identification. It proves that in a world saturated with slick digital visuals, one thing handmade can nonetheless really feel essentially the most luxurious of all.
Key takeaway: When a model’s story is rooted in craft and heritage, a tactile medium like papercraft could make its values really feel each genuine and unforgettable.
Branding in illustration: key developments
These six instances reveal a number of key developments shaping how manufacturers use illustration in 2025:
Collaboration over ornament. Essentially the most profitable initiatives deal with illustrators as inventive companions, not simply ‘brush monkeys’. Luke McConkey’s natural method to the Costa challenge and Matt Saunders’ months-long collaboration with Grand Visible reveal the facility of real inventive partnership.
Authenticity by way of persona. Every challenge succeeded as a result of the illustrator’s model naturally aligned with the model’s values. Malika Favre’s minimalist aesthetic complemented Hoff’s playful boldness, while Tom Haugomat’s romantic sensibility elevated Tesco’s premium positioning.
Multi-touchpoint considering. In right now’s world, illustration commissions must assess how properly art work will work throughout a number of touchpoints. Tom’s extractable parts for Tesco and Charlie’s designs for varied TfL places present how sensible planning maximises the influence of inventive work.
Expertise over promoting. The perfect campaigns right now aren’t simply top-down, however use illustration to create experiences individuals need to interact with. Costa’s competition set up and Nissan’s Piccadilly Lights spectacle remodeled promoting from one thing to be endured into one thing to be loved.
As manufacturers proceed to hunt genuine methods to chop by way of digital noise, these case research recommend that commissioning the suitable illustrator is not nearly creating visually interesting photos: it is about constructing real connections that run deep and final lengthy after the marketing campaign has concluded.
