Key points

Cuteness in branding taps into deep nurturing instincts, boosting appeal through empathy and playfulness.

Whimsical design can soften uncomfortable truths, such as masking the ethics of meat production.

Plant-based brands can harness whimsy to reduce resistance and make alternatives feel safe and fun.

It’s a branding phenomenon worth billions globally. In Japan, the epicentre of the aesthetic known locally as kawaii , brands like Hello Kitty and Pokémon have generated extraordinary value . Cuteness may appear innocent and innocuous, but it commands attention and influences our spending in incredibly powerful ways.

From toilet paper to video games, cute branding sells. Its design language taps into mental schemas linked to youth. Physically , that means bigger eyes

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