The 30 Breakthrough Brands that are making the biggest competitors take notice

Interbrand has come out with the 4^th edition of its Breakthrough Brands 2021 report. The report is a compilation of the companies that are challenging categories and cultural norms, pushing innovation, exploring new areas, and making even the biggest competitors take notice. Hence, Breakthrough Brands 2021 celebrates the start-ups, upstarts, and challengers making a big impact in the world.

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Giving his observations on the findings of the report, Daniel Binns, CEO, Interbrand New York, said, “Inclusiveness and acceptance permeated, with personal care brands tackling taboo topics, and start-ups bringing representation and empowerment to POC communities in areas they’d been previously overlooked (or actively discriminated against). We also saw gaming’s dominance – as its influence permeates into other industries, its visual language and aesthetic is also being adopted.”

He further said that a greater emphasis on birth and childrearing is seen, as Millennials became parents shortly before or during the pandemic. “In response, a whole new set of digital and tech solutions are growing to help them through an already vulnerable and fearful time,” he added.

The Breakthrough Brands 2021 report outlines 30 brands that are challenging their respective categories and breaking through in the US market.

The Influence of Gaming’s Visual Culture

The report notes that over the past decade, gaming has grown from a stereotyped niche activity to a mainstream pastime. It has broken away from the console to go mobile and online, encouraging multiplayer campaigns and with it becoming a channel in its own right. Its increasing popularity and influence has led to the “gamification” of other industries, from sports betting and fitness to finance and healthcare.

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“Through the lens of gaming, we’re seeing a further evolution of “playful brands” from last year. Fun characters, 3D illustrations, and immersive brand worlds are being created to bring levity, approachability, and invite engagement. The trend is perhaps most pronounced with the Revolut brand identity. Its mix of 2D and 3D graphics create an active and  tangible brand, and break from FinTech norms. (Using an illustrated astronaut character as a mascot is also pretty new to the financial category),” the Interbrand report states.

It also mentions about social media platform, Discord, which underwent a brand refresh in March 2021, which was aimed at expanding beyond gaming-centric communities. The brand still carries strong references to its roots, with its icon reminiscent of a console controller.

The report also mentions about brands like Pipe, Dapper Labs and highend cycling company Zwift, which uses gamelike graphics to capture the adventure each route will bring.

“As gaming blends and bleeds into different arenas, its rich visual culture and history is proving to be a well of inspiration for graphic designers and design thinkers alike,” the Interbrand report states.