The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Back to feedPost
Should brands be beautiful, or impossible to ignore?
When I designed the identity for Sandwich, an advertising agency, I quickly realized that a polished, predictable brand would be the wrong answer.
Inspired by the tight structure of a sandwich, I knew the identity had to feel bold, loud, and unapologetic. The logo and overall identity needed to grab attention.
That is what I find interesting about Neo Brutalism. It strips away the filters and lets the message hit harder with high contrast type and bold colors.
As it's hard to replicate with AI, do you think Neo Brutalism is a lasting design direction?
Cool
love this Anita!
Neat!
The stacked type treatment on the Sandwich identity is doing a lot of heavy lifting. Neo Brutalism works really well for an ad agency because the rawness actually signals confidence, which is exactly what clients want to buy. As a trend it may peak, but that kind of bold...
I agree!
Amazing work🔥👏👏
Great choice for headline typography
Thank you!
Amazing
the brand really feels bold and approachable at the same time, really cool way of using colors as well
thank you so much!! it took some time but I think it got to a really good place
Cool
Hahahah right??
i really love this take and for real, brand's job isn't just to look good, it's to create a reaction and leave an impression.
Exactlyyyyy!!
Love this!
great attention to detail
Thank you so much!
Stunning
clean work
Nice design!
thank you so much!!
Your work is exceptional. It's great!
Aawww thanks!
Clean and super impressive
appreciate it!
I would say brands should be impossible to ignore and the cool thing with Neo Brutalism is it's doing both here, making branding beautiful and improssible to ignore.
right? I'm so glad you noticed it!
I don't think the issue is whether AI can replicate it. The real challenge is executing Neo Brutalism in a way that feels intentional rather than gimmicky. It has a pretty niche set of use cases, but when it works, it has a ton of personality. I'd definitely love to work on a Neo Brutalist website someday.
That's a really good point!
looks cool, which fonts you have used?
love the vibe on this one, Anita, very funky! 🙌
Great Approach and Amazing attention to detail 🔥
This is good
Amazing!
The brand has to grab attention.
impressive work
Beautiful and vibrant branding!
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Challenges
View all
Related posts
Not every growing brand needs to look dynamic to feel ambitious.
With Auren, the challenge was almost the opposite.
The brand needed to work across real estate, development and wellness without becoming a generic identity trying to fit everything.
So the direction became more restrained, solid and precise.
Less visual noise.
More consistency to support different sides of the business.
For me, that’s one of the most interesting parts of building brands meant to last:
flexibility doesn’t have to mean losing personality.
Full project: https://www.behance.net/gallery/255378471/Auren
the Auren book mockup looks nice. did you make the logo too?
I’m currently working on the brand identity for Forno Volpe 🦊🍕
I’ve explored two different directions and I’m stuck between them, so I’d love to get your opinion.
A - Classic & Warm
Cream + tomato red, vintage-inspired typography, and a bold fox emblem. Feels more traditional Italian and welcoming.
B - Modern & Bold
Charcoal + mustard, minimal fox line art, and a more modern, street-style feel.
Both have a completely different personality, and I honestly can’t decide which direction feels stronger.
Which branding would you choose? A or B? 👇
4 voted
36%
7 voted
64%
11 votes
Closed
Love the mark!