Illustrative design has been a part of marketing materials since the 19th century. What began as pictorial logos, gradually translated onto packaging, print marketing and then became an integral part of brand identity.
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Without illustration in branding, brand messaging, social identity, promotional campaigns, brand refreshes and everything else associated with conversions is defunct. More consumers have associated brands with their visual identities than the message itself. For instance,“M” the McDonalds arches, Colonel Sanders, Mickey Mouse, Chester the Cheetah & the list goes on.
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Nielsen (2020), “Distinctive Assets: Measuring and Managing What Makes Brands Recognisable.”
Nielsen (2020), “Distinctive Assets: Measuring and Managing What Makes Brands Recognisable.”
In short, yes. Illustrative design is visual communication. A marketing illustration “talks” to the target audience. It translates complex ideas into memorable brand identities that can mould perception, drive sales and develop brand recognition.
For instance, Absolut Vodka is recognised for its iconic bottle shape, bold, artistic advertising campaigns, Swedish origins and their main ingredient – winter wheat. But they are so much more than that.
How do we know? Through their use of illustration marketing. From designing epic bottles to mark each “limited edition” series to boldly positioning themselves as an “eco-friendly” brand through the use of recycled glass, Absolut Vodka has managed to maintain brand identity and then some with the correct use of illustrative design!
Absolut Vodka used illustration design as a means to convey their eco-friendly stance as a brand. Without excessive marketing gimmicks, they made the right choices. Making a timelapse of plastic waste – the “limited series” was more of a “visual journey” rather than a content driven advertisement.
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Absolut Vodka was heavy on the visuals, subtle with the branding but impactful with their message. From labelling it “planet Earth’s favorite Vodka” to using illustration in branding to highlight the severity of the “plastic waste problem” and how they are not part of the problem, Absolut made a move that resonated with their audience on a personal level.
Similarly, a few other graphic design illustrations changed brand perception and market appeal for their respective brands.
Heinz “Draw Ketchup” (2023)
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Playful, hand-drawn ketchup bottle illustrations in global ads led to a 17% uplift in brand recall and 8% sales growth in participating markets. – Adweek, Feb 2023
Chobani “Flip” Artist Series (2023)
Limited-edition yogurt cups with hand-drawn illustrations saw 14% higher sales velocity than standard packaging during the promo period. – Packaging World, Oct 2023
Innocent Drinks Illustrated Label Refresh (2023)
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Updated fruit illustrations on smoothie labels boosted UK sales by 9% in six months. – The Dieline, Aug 2023
Oatly Packaging & Campaign Illustrations (2021–2023)
Hand-drawn typography and quirky doodles contributed to 50% global sales growth in 2021 and sustained brand engagement in following years. – Oatly Annual Report 2022
Lamborghini Logo Refresh (2024)
Streamlined bull illustration and minimalist emblem update contributed to a 12% year-over-year sales increase and record 10,000+ units delivered globally. – Lamborghini Press Release, Jan 2024
All of these brands managed to use illustrative design to drive growth, create impact and increase ROI.
For established brands the need for better, more trendy visuals remains constant. For a startup, a logo, an animation, a mascot can become their complete identity. Your marketing illustrator can make or break viewer perception.
Lim, S., & Kim, J. (2022). Impact of illustration style on consumer perceptions of brand personality in digital advertising. Journal of Advertising, 51(4), 435–452
Lim, S., & Kim, J. (2022). Impact of illustration style on consumer perceptions of brand personality in digital advertising. Journal of Advertising, 51(4), 435–452
Illustrative design is a strategic marketing illustration approach that turns visuals into memorable brand assets. Whether you’re using illustration in branding, packaging, or social content, the right style can build stronger recognition and emotional connection.
Logo & Logotype Design
Illustrative logos and logotypes capture your brand’s essence instantly.
Why it works: Adds personality and memorability beyond minimal trends.
Example: Starbucks’ mermaid, Mailchimp’s monkey, or logos with illustrated characters.
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Tip: Partner with illustration design services to create a logo that tells your brand story and supports long-term brand illustration consistency.
Packaging Illustration
Illustrated packaging design draws attention and builds brand love.
Why it works: Turns packaging into a storytelling medium for illustration marketing.
Example: Innocent Drinks’ charming fruit sketches, Burt’s Bees’ natural motifs.
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Tip: Use graphic design illustration to visually express your values and stand out on shelves.
Editorial/flat Illustrations
Perfect for blogs, eBooks, newsletters, and infographics.
Why it works: Enhances written content by visually communicating tone and mood.
Example: IRIS uses illustration in branding to deepen reader engagement.
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Tip: Combine illustration and design with your editorial strategy for better audience retention.
Scene & Hero Illustrations
Large-scale, narrative-driven visuals that place your product in real-life contexts while commanding attention at the top of websites, landing pages, or onboarding flows.
Why it works: Tells a story, conveys benefits instantly, and reinforces brand personality without relying on heavy copy.
Example: Airbnb’s “Bélo” campaign used playful, lifestyle-oriented hero illustrations on its homepage and ads to show how the platform fits seamlessly into travelers’ lives.
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Tip: Align illustrative branding with your audience’s aspirations to make the message both memorable and conversion-friendly.
Animated Illustrations
Bring marketing illustrations to life with motion.
Why it works: Increases engagement, especially on social media.
Example: IRIS animated posts and explainer visuals.
Infographics & Data Visuals
Turn complex data into engaging, shareable visuals.
Why it works: Makes stats easy to understand while reinforcing your brand.
Example: National Geographic’s illustrated data storytelling, IRIS’s infographics for concept clarity, etc.
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Tip: Leverage illustrative design services to create branded infographics for thought leadership content.
From the above mentioned illustration marketing options to customised designs – anything you have envisioned is possible at IRIS. Book a call with our creative team and build a visual identity that pushes your brand message forward!
Does my brand need illustrative design for brand recognition?
Brand recognition and illustrative design go hand in hand, visuals are a huge part of brand perception and impact your target audience more than other branding materials. Speak to an IRIS representative to understand how we can help you build brand recognition through design.
Why is a professional logo essential for brand recognition and trust?
Your logo is your brand’s first impression. Without the right illustration, colors and stationary making an impact and building brand recognition may be a challenge. Give us a call today to speak to a marketing illustrator and create a logo that represents your brand.
What is the best way to come up with illustration ideas?
Understand your brand’s core competencies and how you want it to be perceived by your target audience. Besides this, talking to illustration and branding experts can also help decide the right course of action for your brand.
