Minimalism had a long run. But consumers got bored and brands felt it.
BMW pulled off a toll-lane stunt that turned Audi and Mercedes drivers into unwilling brand ambassadors.
Apple dropped a knitted “iPhone Pocket” that has more in common with Hermès than hardware. And Pepsi just ended a decade of flat, sanitized branding with a bold return to maximalism.
The new wave isn’t clean, quiet, or neutral.
It’s loud, emotional, and intentionally polarizing.
Because in a crowded market, clarity doesn’t win contrast does.
Which brand nailed the moment?
