Blending the past with the future
Does it ever feel like, despite rapid technological progress, culture is becoming more repetitive? The promise of innovation is all around us, yet much of what we see is a remix of the past. At Tribe, we design for the present while looking forward to the emerging trends shaping brands. Newstalgia branding - blending nostalgia with modern twists to create experiences that feel both familiar and fresh - has been steadily gaining momentum over the past few years. While early adopters have already embraced this approach, 2025 is set to be the year it moves from niche to mainstream, as more brands tap into its emotional power and consumer appeal.
Why nostalgia branding is resurfacing
Cultural theorist Mark Fisher described the slow cancellation of the future, where new technology seems more focused on reworking existing ideas than creating entirely new ones. This explains why nostalgia remains so powerful - people seek comfort in the past when the future feels uncertain.
As The Times noted, "The correlate of a future that won't arrive is a past that won't disappear," highlighting how nostalgia serves as a highlights reel of the best moments in the past, bringing joy and comfort to consumers. This sentiment is reflected in what’s been called the Bridget Jones effect—the growing demand for classic, familiar foods and brands that evoke a sense of security and warmth in uncertain times (The Times).
This is particularly evident in food trends. Searches for rice pudding recipes rose by 66%, while spotted dick saw an 800% surge according to the Waitrose 2024–2025 Food & Drink Report. It’s not just about tradition - it’s about emotional connection. Research from Mintel’s 2025 Global Consumer Trends found that 89% of consumers enjoy products that remind them of the past, reinforcing how nostalgia taps into deep-seated desires for comfort and joy.
Modern design meets nostalgia
The best examples of newstalgia branding don’t just repackage the past - they remix it with the present. Successful brands lean into the moment they were most culturally relevant while ensuring their identity feels fresh. It’s not about blindly replicating vintage aesthetics but extracting the essence of what made those eras meaningful.
- Engine Gin embraces classic Italian motor oil cans for its packaging, creating a brand identity that feels both retro and unexpected.
- Graza Olive Oil taps into the nostalgia of the squeeze-bottle format, familiar from childhood condiments, but applies it to high-quality olive oil for a fresh, modern twist.
- Fly By Jing reinvents Sichuan cuisine for a global audience, balancing vibrant, heritage-inspired design with a contemporary feel that’s bold and unmistakably current.
- Bold Bean Co takes a childhood classic - baked beans - and reimagines it for adults, using premium heirloom beans and quality ingredients to elevate a staple into something indulgent and chef-approved. (disclaimer: Tribe client - boldbeanco.com)
- Mother Root’s glass apothecary-style bottle evokes a sense of history and craftsmanship, reinforcing the idea that its ginger-based aperitif is both rooted in tradition and positioned as a sophisticated, modern social-drinking alternative. (disclaimer: also a Tribe client - motherroot.london)
- Tony’s Chocolonely plays with the nostalgic joy of chunky chocolate bars while embedding a strong, modern ethical message within its branding.
Consumers want it all
Today’s consumers are defined by contradictions: they crave indulgence but prioritise health, demand sustainability but seek convenience. They want it all - indulgence, health, affordability, and premiumisation.
This duality creates both challenges and opportunities for brands. Nostalgia offers a sense of comfort and authenticity, but modern consumers also expect innovation, quality, and a sense of purpose. The best newstalgia brands understand how to balance these tensions, offering products that feel both familiar and forward-thinking.
From nostalgia to little treat culture
Nostalgia-driven branding isn’t just about memory - it’s about bringing moments of joy into everyday life. This aligns with the rise of little treat culture, where indulgence and comfort become part of a modern luxury mindset.
The common thread among these brands is their ability to evoke warmth, familiarity, and playfulness while still feeling contemporary. They don’t just mimic the past - they reinterpret it through a modern lens, ensuring they remain relevant to today’s consumers.
Looking ahead to 2025
As we move into 2025, brands that embrace newstalgia will need to strike the right balance between authenticity and reinvention. The most effective executions will:
- Lean into cultural moments that resonate emotionally
- Remix classic aesthetics with a contemporary edge
- Prioritise joy and comfort in branding and experiences
The past might never fully disappear, but the brands that thrive in the next era will be those that use nostalgia not as a crutch, but as a creative springboard.