Seasonal branding - clever use or wasted opportunity?
Hey brand makers,
Early May.
Between spring and early summer.
"Summer specials" are popping up everywhere now, as if we can't feel the joy of life without discount codes. 🤡
But to be honest:
Most people miss the opportunity to use seasonal branding properly.
Not to get rid of products quickly.
But to build brand love.
What makes really good seasonal branding?
👉 It doesn't feel like advertising, but like an invitation.
👉 It fits in organically with the brand - and doesn't look like a cheap sales stunt.
Want a fresh example?
1. Honest Baby Clothing (USA)
Instead of just "Spring discount!!!" the brand tells a story about new beginnings, growth and naturalness around Easter.
Paired with a limited collection that adapts slightly in terms of color (soft pastels, yes) - but without losing its cool, clean core.
Brand remains Brand - Season is added as a layer.
2. this place (DE)
This Place is a CBD skincare brand from Germany that perfectly understands how to play mood instead of season.
In spring? Focus on "Renewal" and "Inner Balance".
They are not wildly relaunching their designs, but gently adapting messaging, imagery and themes.
The result: more sales because the emotionality fits perfectly into the seasonal feeling - without bending.
What you can learn from this for your brand:
✅ Use seasonal themes to reinforce your brand values - not as a masquerade.
✅ Less "50% Spring Sale", more "How does spring feel for us?"
✅ Play subtly. Good brands don't shout - they feel appropriate.
No-go's in seasonal branding:
🚫 Paint everything pink just because it's Valentine's Day.
🚫 Completely change your branding to make it look like spring.
🚫 Using holidays even though they don't fit your brand at all, like
🚫 Black Friday for luxury brands that actually focus on exclusivity
A small premium fashion brand that tells stories about quality and craftsmanship all year round - and then suddenly launches a 50% sale on its website on Black Friday.
What happens? The premium positioning that was painstakingly built up collapses like a house of cards.
Small checklist
for your seasonal branding:
✔️ Does the brand story remain coherent, even without a campaign headline?
✔️ Do people still recognize you just by looking at your product?
✔️ Does the season bring additional emotion - or just stress?
Conclusion:
Seasonality can strengthen your brand identity. But only if you don't chase every trend.
Focus on real stories, clever touchpoints and subtle change. This way, you will not only remain visible - but unmistakable.
See you next week - stay clear, stay brave, stay different.
Chantalle
