{"id":82782,"date":"2026-08-10T11:44:43","date_gmt":"2026-08-10T18:44:43","guid":{"rendered":"https:\/\/creativemarket.com\/blog\/?p=82782"},"modified":"2026-08-10T11:44:44","modified_gmt":"2026-08-10T18:44:44","slug":"tbwa-handmade-rebrand","status":"publish","type":"post","link":"https:\/\/creativemarket.com\/blog\/tbwa-handmade-rebrand","title":{"rendered":"TBWA Just Rebranded With Ink Splatters and Pen Strokes: Why Handmade Brand Identities Are Back"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Every now and then, a rebrand captures something that&#8217;s already bubbling beneath the surface of design. TBWA\u2019s new global identity caught our attention for exactly that reason.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Instead of introducing another ultra-minimal logo or expanding an endlessly modular design system, the agency has leaned into something far more tactile: ink splatters, pen strokes and&nbsp; hand-rendered marks.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It looks a little more sketchbook than style guide, and that\u2019s the point.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-1024x576.jpg\" alt=\"\" class=\"wp-image-82785\" srcset=\"https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-1024x576.jpg 1024w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-300x169.jpg 300w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-768x432.jpg 768w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-435x245.jpg 435w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-700x394.jpg 700w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-660x371.jpg 660w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2-816x459.jpg 816w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10111540\/image-2.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">(Source: Marketing-Interactive, <a href=\"https:\/\/www.marketing-interactive.com\/tbwa-unveils-new-global-visual-identity\">TBWA unveils new global visual identity | Marketing-Interactive<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Handcrafted aesthetics have always been around, yet they somehow feel more relevant than they have in years. Lately, they are making a comeback to emphasize the human character in design.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-have-you-noticed-branding-getting-a-little-messier\"><span class=\"ez-toc-section\" id=\"Have_you_noticed_branding_getting_a_little_messier\"><\/span><strong>Have you noticed branding getting a little messier?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ve found ourselves bookmarking more work that leaves a few rough edges behind.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perhaps it\u2019s a serif with a little wobble, scanned paper behind crisp type, or brush marks that aren\u2019t meant to stay inside the lines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The TBWA rebrand feels like it belongs to that conversation.Rather than overpolishing every mark, this rebrand lets the creative process show through. You can picture the pen touching paper, real textures from a handcrafted branding process, and those messy marks that are essential telltale signs of human-driven design.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-maybe-we-ve-reached-peak-polish\"><span class=\"ez-toc-section\" id=\"Maybe_weve_reached_peak_polish\"><\/span><strong>Maybe we&#8217;ve reached peak polish<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">For the last decade, branding has largely moved in one direction: cleaner and cleaner.Simple logos, cleaner layouts, and design systems built to work seamlessly across every screen imaginable. That approach isn&#8217;t going anywhere, but it has now become familiar to a point where it feels generic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then generative AI entered the picture, making polished, pristine visuals faster and easier to produce than ever before.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Which raises an interesting question: If everyone has access to perfect gradients, flawless vectors, and endlessly clean layouts, what makes creative work feel distinctive?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maybe it&#8217;s the ink bleed, the rough pencil line, or the texture of the paper. All of those details are suddenly telling us something about the origin of the work.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-1024x576.jpg\" alt=\"\" class=\"wp-image-82784\" srcset=\"https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-1024x576.jpg 1024w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-300x169.jpg 300w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-768x432.jpg 768w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-435x245.jpg 435w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-700x394.jpg 700w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-660x371.jpg 660w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1-816x459.jpg 816w, https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-1.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">(Source: Marketing-Interactive, <a href=\"https:\/\/www.marketing-interactive.com\/tbwa-unveils-new-global-visual-identity\">TBWA unveils new global visual identity | Marketing-Interactive<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The little inconsistencies that remind us someone was sitting on the other side of the work, making decisions as they went.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-craft-has-become-part-of-the-story-again\"><span class=\"ez-toc-section\" id=\"Craft_has_become_part_of_the_story_again\"><\/span><strong>Craft has become part of the story again<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the things we love most about design is that trends rarely come back exactly as they left.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nostalgic references are part of the picture, but the more interesting trend here is the resurgence of craft itself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ve been seeing it everywhere lately: illustrated packaging, expressive serif typography, <a href=\"https:\/\/creativemarket.com\/blog\/naive-doodles-hand-drawing-branding\">hand-drawn icons<\/a>, grainy textures &#8211; evidence that someone enjoyed making the thing you&#8217;re looking at.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Even when the finished project lives entirely on a screen, those details change the way it feels.They slow you down and invite you to look a little closer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And in feeds where everything competes for attention in exactly the same way, this shameless sense of authenticity is a powerful quality.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-it-s-showing-up-at-creative-market-too\"><span class=\"ez-toc-section\" id=\"Its_showing_up_at_Creative_Market_too\"><\/span><strong>It&#8217;s showing up at Creative Market too<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ve noticed the same shift across Creative Market.There&#8217;s a noticeable interest for assets that introduce a bit of texture into otherwise clean layouts. Paper brushes, expressive serif families, and scanned ink marks all seem to be finding their way back into designers&#8217; toolkits.&nbsp;<\/p>\n\n\n    <figure id=\"card-292274587-1153826427\" class=\"product-card full 1\" data-product-id=\"292274587\" data-index=\"0\" data-width=\"full\" data-pin_it=\"1\" data-module=\"Product Embed\" data-block-id=\"1153826427\"><\/figure>\n    \n\n    <figure id=\"card-292188467-1867856935\" class=\"product-card full 1\" data-product-id=\"292188467\" data-index=\"0\" data-width=\"full\" data-pin_it=\"1\" data-module=\"Product Embed\" data-block-id=\"1867856935\"><\/figure>\n    \n\n    <figure id=\"card-12764406-1760897912\" class=\"product-card full 1\" data-product-id=\"12764406\" data-index=\"0\" data-width=\"full\" data-pin_it=\"1\" data-module=\"Product Embed\" data-block-id=\"1760897912\"><\/figure>\n    \n\n    <figure id=\"card-6998980-1178171588\" class=\"product-card full 1\" data-product-id=\"6998980\" data-index=\"0\" data-width=\"full\" data-pin_it=\"1\" data-module=\"Product Embed\" data-block-id=\"1178171588\"><\/figure>\n    \n\n\n<p class=\"wp-block-paragraph\">Sometimes it&#8217;s as simple as introducing a subtle grain overlay, choosing <a href=\"https:\/\/creativemarket.com\/blog\/how-to-make-any-font-a-handmade-font\">typography<\/a> with a little more movement, and ultimately resisting the temptation to smooth every edge.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-reminder-to-leave-a-bit-of-personality-behind\"><span class=\"ez-toc-section\" id=\"A_reminder_to_leave_a_bit_of_personality_behind\"><\/span><strong>A reminder to leave a bit of personality behind<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the reasons the TBWA rebrand has stuck with us is how confident it feels in its choices.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It would have been easy to refine every edge and smooth every brushstroke. Instead, the identity leaves room for a bit of unpredictability, and maybe that&#8217;s what makes it memorable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As more designers explore texture, expressive typography, and handmade illustration, we&#8217;re reminded that some of the most compelling work doesn&#8217;t hide the process. Judging by what we&#8217;re seeing across the creative community, this is only the beginning.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every now and then, a rebrand captures something that&#8217;s already bubbling beneath the surface of design. TBWA\u2019s new global identity caught our attention for exactly that reason. Instead of introducing another ultra-minimal logo or expanding an endlessly modular design system, the agency has leaned into something far more tactile: ink splatters, pen strokes and&nbsp; hand-rendered [&hellip;]<\/p>\n","protected":false},"author":92649,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[3],"tags":[],"topics":[],"class_list":["post-82782","post","type-post","status-publish","format-standard","hentry","category-design-basics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>TBWA Just Rebranded With Ink Splatters and Pen Strokes: Why Handmade Brand Identities Are Back - Creative Market Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/creativemarket.com\/blog\/tbwa-handmade-rebrand\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TBWA Just Rebranded With Ink Splatters and Pen Strokes: Why Handmade Brand Identities Are Back\" \/>\n<meta property=\"og:description\" content=\"Every now and then, a rebrand captures something that&#039;s already bubbling beneath the surface of design. TBWA\u2019s new global identity caught our attention\" \/>\n<meta property=\"og:url\" content=\"https:\/\/creativemarket.com\/blog\/tbwa-handmade-rebrand\" \/>\n<meta property=\"og:site_name\" content=\"Creative Market Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/crtvmrkt\" \/>\n<meta property=\"article:published_time\" content=\"2026-08-10T18:44:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-10T18:44:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-e1786386025521.jpg\" \/>\n<meta name=\"author\" content=\"Chloe Chetty\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/d3ui957tjb5bqd.cloudfront.net\/uploads\/2026\/08\/10104602\/image-e1786386025521.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@creativemarket\" \/>\n<meta name=\"twitter:site\" content=\"@creativemarket\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chloe Chetty\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/tbwa-handmade-rebrand#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/tbwa-handmade-rebrand\"},\"author\":{\"name\":\"Chloe Chetty\",\"@id\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/#\\\/schema\\\/person\\\/3d314e29ba89ac5dc47bc8c2574edaf7\"},\"headline\":\"TBWA Just Rebranded With Ink Splatters and Pen Strokes: Why Handmade Brand Identities Are Back\",\"datePublished\":\"2026-08-10T18:44:43+00:00\",\"dateModified\":\"2026-08-10T18:44:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/tbwa-handmade-rebrand\"},\"wordCount\":690,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/tbwa-handmade-rebrand#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/image-2-1024x576.jpg\",\"articleSection\":[\"Design Basics\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/creativemarket.com\\\/blog\\\/tbwa-handmade-rebrand#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/tbwa-handmade-rebrand\",\"url\":\"https:\\\/\\\/creativemarket.com\\\/blog\\\/tbwa-handmade-rebrand\",\"name\":\"TBWA Just Rebranded With Ink Splatters and Pen Strokes: Why Handmade Brand Identities Are Back - 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