A number of DTC brands are trading their minimalist packaging in the “new era of maximalism.” 

A number of DTC brands are trading their minimalist packaging in the “new era of maximalism.” While Millennials may have been known for their love of all things minimalist, Gen Z is going all-in on maximalism—and brands are following. Feminine care brand Cora rebranded this month, trading in its white boxes for packages that come in red, blue, and pink and feature a larger, sans serif font logo; Vitruvi recently updated its original, “hyper-clean” and “black and white” aesthetic to colorful packaging that updates everything except its logo; and new brands including Ceremonia, Kinship, Innbeauty, and Youthforia are flaunting bold branding right out of the gate. This shift into maximalism from traditionally minimalist brands is being called a move away from “blanding.” (Glossy)