How to Find Your Brand’s Vibe (Quirky, Outdoorsy, Vintage?)
Quirky, Outdoorsy, Vintage? How to Find Your Brand’s Vibe
As a brand designer, I pay attention to the products I buy, the local coffee shops I love, and the businesses that I support. Over the years, I’ve tried to figure out the common thread that draws me in. Sure, there are the overt ideas: ethical standards, price, convenience, sustainability, giveback initiatives. All of those matter a ton.
But when I strip it down, there’s one thing that wins me over more times than not: the vibe.
Why Your Brand’s Tone Matters
I’m a sucker for a brand that makes me feel something. I love when a design taps into the idealistic side of me. Not what I AM, but the type of life I would like to live. For example, I don’t get out into nature as much as I’d like, but I’m drawn to brands that make me want to drink a smoothie, take my bike down my apartment's three flights of stairs, and disappear on a 30 mile bike ride.
Take REI's updated branding.
It’s great. It fits the vibe. I walk into an REI and I think about the outdoorsy wares that make me want to take action in my life. I’m immediately picturing early morning trails, black coffee, and folding lawn chairs packed into the back of my Volvo. But here’s the thing— strip away that vintage-inspired, outdoorsy charm and suddenly… meh. You’re left with a plain, functional product that might be fine, but doesn’t make me want to join its world.
That’s the magic of tone: it creates a world your customers want to step into. Without it, you’re just another product on the shelf.
Examples of Brand Vibes That Connect
Another example: Perc Coffee, based in Savannah, GA. Their brand identity and packaging design are chef’s kiss. Bold colors, playful typography, and a personality that radiates through every bag.
I loved Perc so much that when I started making drip coffee at home, I hunted it down just because I liked their packaging. If it looked like another Green Mountain or Folgers? I’d probably have grabbed something else that sounded, perhaps even yummier, but didn’t speak to me.
That’s the power of emotional branding — it builds loyalty before the first sip, click, or purchase.
How to Choose Your Brand’s Vibe
Here’s the truth: every brand has a vibe, whether you’ve built it intentionally or not. Outdoorsy, quirky, regal, minimal, nostalgic, punk, elegant—the list is endless. But your vibe isn’t just a mood board. It’s the way your customer feels when they interact with you. It’s the story you’re telling without saying a word.
If your vibe is off, you’re losing people before they’ve even tried your product.
When we work together, we’ll figure out exactly what emotional tone will resonate with your audience— and then we’ll build it into every touchpoint. Whether your brand’s natural habitat is a mountaintop, a neon-lit dive bar, or a mid-century cocktail lounge, we’ll make sure the visuals, messaging, and experience are all speaking the same language.
Do a Quick Vibe Check
Ask yourself:
- If my brand was a person, what would they wear?
- What colors and textures instantly feel “right” for my audience?
- Does my website feel like the experience I want to deliver?
- Would my ideal customer choose me over a competitor based purely on first impression?
Because at the end of the day, your brand can be well-priced, ethical, and practical— but if the vibe’s wrong, you’re just another bag of coffee on the shelf.
So, what’s your brand’s vibe?
If you’re not sure— or if you suspect your current look is holding you back— it might be time for a vibe check. Let’s make something people can’t help but reach for.
