In 2017 brands will try to be as unbranded as possible.

In 2017 brands will try to be as unbranded as possible. This insight, from agency Brand Union, is based on the emerging trend of candid photography, honest copywriting, and transparent business strategy currently being used by brands like Casper, Thinx, and Urban Outfitters. According to the agency, more companies will be adopting the “meticulously un-designed” look next year, striving to appear “flawed, unpredictable, naïve, even strange,” because “it’s no longer enough to be human.” (MediaPost)