Barbie at McDonalds, Generated by openart.ai
Remember the "good old days" of the 70s, when life was simpler, and love was free? Maybe not. I wasn’t around then, but there's something about the era that still resonates, perhaps because of the stories and photos my parents shared. The visuals, too - those sunny hues, bubble fonts, and cartoonish illustrations—feel refreshing, a sharp contrast to the minimalism that’s dominated design over the past decade. Now of course the “good old days” weren’t actually that good for a lot of people - racism, sexism and civil wars were rife, but that doesn’t really feature in commercial, romanticised views of the disco days, punctuated instead by the iconic fashion and music that came out of the time.
Burger King Packaging Design, ©Burger King Corporation
Burger King knows exactly how to tap into that nostalgic feeling. In 2021, they unveiled a restyled version of their 1969 logo, along with retro-inspired packaging and campaigns, inviting customers to step into a comforting time warp. They're not alone. Many brands have been looking back for inspiration, aiming to evoke a sense of warmth and safety in a post-truth world where uncertainty seems to be the norm. The collective anxiety brought on by the pandemic, geopolitical instability, and ever more addictive social media algorithms have left people longing for the comforting embrace of a fictional yesteryear.
McDonald's Teletext-Inspired Advert, ©McDonald's Corporation
For well-established brands, nostalgia marketing offers a unique opportunity to reassert their heritage - a USP that sets them apart from newer entrants. A recent surge of nostalgia marketing has seen brands resurrect logos, characters, aesthetics, and menu items from their past, aimed at building emotional connections with their consumers. McDonald's has been particularly active – its "change a little, change a lot" campaign revisits the brand's history, highlighting its evolving beef quality, health and sustainability credentials in particular. One TV-ad featured a run through of its various logo designs, alongside split screen before and afters of recycling initiatives. Another used teletext-inspired visuals to engage a younger audience on socials. Meanwhile characters such as the purple monster Grimace made a comeback promoting a matching purple milkshake in the US with a series of viral stunts. Their latest CosMc drive-thru coffee format is also inspired by a character from the archives - an eponymous friendly robot.
Pizza Hut reintroduction of 1974 packaging, ©Pizza Hut LLC
Following suit, Pizza Hut has been experimenting, reintroducing their 1974 logo alongside the 2014 one in certain campaigns and packaging, including a Teenage Mutant Ninja Turtles collaboration. Other brands are bringing back classic menu items to evoke sentimental connections. Taco Bell's Volcano Menu, Burger King's Stackers, and Subway's revamped club sandwich with an Angus beef twist all play into this retro resurgence. Not to mention the broader cultural landscape of the mega-hyped revival of the Barbie franchise, which has seen a host of collaborations, merchandise tie-ins, and a blockbuster movie, alongside the heroic comeback of Polaroid cameras, retro gaming consoles, and vinyl records.
BBT Red Town, Kuwait
The nostalgia trend isn’t limited to established brands or revivals - relative newcomers are joining in. BBT Burger in Kuwait has embraced an aesthetic akin to Netflix series Stranger Things and opened a permanent haunted house themed around 80s horror movies. The "BBT Red Town" is a permanent visitor attraction, complete with burger restaurant of course.
Pally Restaurant, Izmir, Turkey
Meanwhile, swathes of painfully cool independents are embracing retro aesthetics which can lend a certain timelessness to a space. Two such examples are Pally in Izmir, Turkey and Leo's in Clapton, London. While Pally transports diners to an era of nostalgic charm with its dynamic 1940s-inspired logo, vibrant colour palette, and modern-retro menu design, Leo's is a reincarnation of a “no frills” bistro, with tubular Bauhaus chairs, blackboard menus and vintage posters of Italian drinks brands such as Punt E Mes. Both have received a lot of positive coverage around their design in particular, punching above their weight in social media followings and PR buzz.
The Ivy Clifton Brasserie
For me though, the ultimate piece of nostalgia marketing is The Ivy Cafe empire, built on the reputation of the 90’s celebrity hangout Ivy restaurant in Covent Garden. In their own words, in 2014, they set out to “take the glamour and storied history of The Ivy to a wider audience”, and their designs nod to the original, with prominent bars and a brasserie feel. They have taken intellectual property unique to them, and found a way to really sweat that asset. Luxury brands have long employed a similar strategy, catering to the masses through more affordable luxuries in the form of cosmetics and accessories, allowing a wider consumer base to buy a piece of their brand.
While nostalgia marketing has gained significant traction, it's important to note that this trend is, in some ways, a reaction to the wider movement toward simpler logos and cleaner designs that have dominated the branding landscape in recent years. The success of nostalgia marketing lies in both its ability to tap into emotional connections as well as create an aesthetic that stands out from the norm. As more brands jump on the retro bandwagon, the novelty factor will diminish, and the visual impact of these nostalgic designs may lose their potency. Beyond aesthetics, there’s a risk that the commodification of nostalgia could erode our genuine emotional connections with the past. If nostalgia marketing becomes too prevalent and overly commercialised, customers may perceive it as a cynical ploy, undermining the authentic bonds brands aim to establish. We're arguably reaching peak nostalgia, contributing to a derivative cultural landscape that mines the past excessively. While nostalgia undoubtedly holds power, one has to wonder - can brands help us build a more positive present (and better yet, future), rather than solely looking back through rose-tinted glasses? Just as AI language models recombine existing content to generate new material, perhaps the true opportunity lies in using the past as a creative spark while still pushing forward towards an original expression of the present.
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