A decade or so ago, brands shifted from increasing value of their products through utility, competitive comparison, and creative advertising to endowing products they made with aesthetic, sustainability credentials, a story of artisanship and provenance, and/or a community in order to give their products identity and singularity. (Virgil Abloh made

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It will be interesting to see if brand designers and product designers will be able to break their disciplined use of white space, well-set type, and perfectly aligned imagery to speak to a generation that is now the largest segment of the population.