The Rise of ‘Unbrand’ Aesthetics: Why Gen Z Trusts Ugly Design

There was a time when branding meant perfect kerning, pastel gradients, and shiny, minimal logos. But in a world drowning in polished Instagram feeds and AI-generated perfection, Gen Z is hitting unfollow on the fake and embracing the anti-aesthetic movement. Enter: ‘unbrand’ design, a raw, chaotic, and brutally honest approach that’s turning heads and winning hearts.

This shift isn’t random. It’s a full blown rebellion. Gen Z, the most hyperaware, over-marketed generation, has seen through the smoke and mirrors. They’re choosing brands that are real over refined, and that’s why digital brutalism, grunge-style layouts, and purposefully messy UI are popping up everywhere. What used to be considered “bad design” is now a sign of authenticity.

Take MSCHF, their site looks like it was made on a dial-up modem, but that’s exactly what draws attention. Liquid Death canned water turned visual storytelling on its head by branding like a hardcore band, not a wellness brand. Even luxury names like Balenciaga are ditching slick visuals for minimalist web design that feels almost aggressively boring, yet it sells, because it screams We don’t care what you think.

And the numbers back it. According to McKinsey, 72% of Gen Z prefers brands that are “transparent and real” over those that are just “visually appealing.” They don’t want another shiny ad. They want something that feels like a meme, a glitch, or even a mistake. They want raw design, not another Canva-perfect grid.

Even platforms are catching on. When Meta launched Threads, it intentionally avoided Instagram’s polish. It had a stripped-down, no-frills look, basic fonts, clunky UX, and people found it refreshing. It was giving early 2010s Tumblr vibes, tapping into the internet nostalgia trend Gen Z lives for.

At Logical Showsha, we see this shift daily while crafting logos, branding systems, and design narratives for disruptive startups and modern brands. We’re no longer just asked to “make it look good,” clients now say, “make it feel real.” Our approach blends bold visual identity with unpolished storytelling because that’s what connects in 2025.