Minimalism provokes intellectual stimulation with simple yet meaningful art forms.
In brand marketing, minimalism is a great way to convey an impactful message without extravagant production costs.
This is not to say minimalism is effortless — creating something simple does take work, with emphasis on a well-thought-out idea and oftentimes reliance on a recognizable brand identity.
At its best, minimalism resonates on an emotional level, leaving an indelible mark in the audience’s minds.
Here are a few brands embracing minimalism and communicating just enough to intrigue:
Heinz recently released a campaign featuring their iconic ketchup label upside down and blurred, relying on its unique shape and distinct colors. Anyone who has ever shaken a ketchup bottle can relate to the struggle. The ad is universally relatable, nostalgic, and memorable.
In 2022, Heinz introduced its first clothing collection, which features a red blotch meant to resemble a ketchup stain on each item. The garments are one-of-a-kind pieces, and proceeds go to Rise Against Hunger.
Duolingo’s infamous mascot, Duo, is so familiar and expressive that barely any messaging is required. Duo’s face and a short headline say it all.
In 2025, Duolingo altered its app icon to depict the brand’s mascot, Duo, in various states, including tired, melting, and sick — a simple way to encourage users to engage with the platform and create marketing buzz. In February, Duo “passed away” following a Cybertruck accident, becoming one of the brand’s most successful stunts.
Apple is a masterclass in minimalism. Every element is meticulously designed to highlight the product’s features without overwhelming the audience. They prioritize simplicity, clarity, and directness in their product designs and ad campaigns, focusing on essential elements.
Apple’s long-running “Shot on iPhone” campaign speaks volumes with only a few words. They focus on the quality of the photography to capture the product’s capabilities.
Steph D’Aurio is the Creative Strategist and Founder of Human by Design. At Human by Design, we elevate brands by deeply understanding human behavior and crafting human-first design systems that resonate with our customers' audiences and modern culture. Learn more at humanbydesign.agency
