AI FEARS ARE FUELING THE ‘HANDMADE' BRANDING TREND

Summary from the TLDR Marketing newsletter

Brands across industries are using handmade aesthetics to signal humanity in an AI-saturated market. Think hand-drawn typography, imperfect textures, retro illustrations, and intentionally ‘rough' design. The trend is showing up in food, cleaning products, luxury hospitality, and even AI brands like Claude. However, when brands use these cues without meaning, they can feel generic and fail to stand out. Handmade elements work best when they fit the brand or concept.