In recent years, preppy style has made a comeback, not only on TikTok and runways but also in the world of consumer packaged goods. This timeless and classic aesthetic, associated with “old money” and “quiet luxury,” has found its way into the branding and packaging of direct-to-consumer (DTC) beverages. With a focus on elements such as polo shirts, serif fonts, and vibrant color palettes, these DTC beverages are tapping into the nostalgic charm of preppy fashion and lifestyle. This article explores the reasons behind this trend and its impact on consumer perception.
The Influence of Preppy Style on TikTok and Runways
The resurgence of preppy style can be attributed to its popularity on platforms like TikTok and its presence on prestigious runways. TikTok became a hub for videos showcasing “dupes” for old money garments and the fashion trends of coastal grandmothers. This trend extended to Martha’s Vineyard and Nantucket, where users shared their fashion choices, culinary preferences, and lifestyle inspirations. The fashion industry quickly took note and incorporated preppy elements into their collections, leading to its widespread revival.
Preppy Style in Consumer Packaged Goods
Following the success of preppy style in the fashion world, consumer packaged goods also started embracing this aesthetic. Companies realized the potential of leveraging the nostalgia and aspirational nature of preppy branding to appeal to a wide consumer base. By incorporating elements such as clean lines, classic patterns, and timeless color palettes, brands aimed to evoke a sense of sophistication and elegance associated with preppy style.
Embracing Preppy Branding in Direct-to-Consumer Beverages
Direct-to-consumer beverages have been quick to adopt preppy branding, recognizing its ability to resonate with their target audience. By infusing their packaging and overall branding with preppy elements, these beverages align themselves with the aspirational lifestyle often associated with preppy fashion. This strategy creates a sense of authenticity and a connection with consumers who aspire to embody the timeless elegance and refinement of the preppy aesthetic.
Packaging and Branding in DTC Beverages
The packaging and branding of DTC beverages play a crucial role in attracting consumers and differentiating themselves from competitors. The preppy style allows these beverages to stand out on shelves and online platforms, capturing the attention of potential customers. Clean and minimalist designs, reminiscent of classic American brands like Ralph Lauren and L.L. Bean, convey a sense of quality and tradition. Serif fonts, often associated with prestigious institutions, add a touch of elegance and sophistication to the overall branding.
Examples of Preppy Branding in DTC Beverages
Several DTC beverage brands have successfully embraced preppy branding in their packaging and overall branding. Chestnut Sports Club, a low-ABV beer, features individuals in polo shirts engaging in sports like golf and tennis on their Instagram posts. This imagery reflects the preppy lifestyle often associated with these sports. Alcoholic seltzer brand Clubby also incorporates the preppy style in its branding, showcasing individuals in polo shirts in various social settings.
Non-alcoholic beverage brands like Partake and Barbet have adopted preppy branding through their packaging. Partake and Barbet both utilize serif fonts and classic color palettes reminiscent of preppy fashion. These elements create an instant association with the elegance and refinement often associated with preppy style.
The Impact of Preppy Branding on Consumer Perception
The adoption of preppy branding in DTC beverages has a significant impact on consumer perception. By aligning themselves with the preppy aesthetic, these brands create a sense of exclusivity and sophistication. Consumers who resonate with the preppy lifestyle are more likely to be drawn to these beverages, perceiving them as a reflection of their own values and aspirations. The use of preppy branding also enhances the overall perceived quality and trustworthiness of the products.
The Future of Preppy Style in DTC Beverages
As the popularity of preppy style continues to grow, it is likely to remain a prominent trend in the DTC beverage industry. Brands will continue to leverage the timeless appeal and aspirational nature of preppy branding to attract consumers. However, as with any trend, there is a possibility of saturation. To stay relevant, brands will need to innovate and find new ways to incorporate preppy elements while maintaining a sense of authenticity and originality.
The resurgence of preppy style in TikTok videos and on runways has had a significant influence on the world of consumer packaged goods. Direct-to-consumer beverages have embraced preppy branding, incorporating elements such as polo shirts, serif fonts, and vibrant color palettes into their packaging and overall branding. This strategy allows these brands to tap into the nostalgia and aspirational nature of preppy fashion, appealing to consumers who seek a sense of sophistication and elegance. As the trend continues to evolve, the future of preppy style in DTC beverages looks promising, provided brands remain innovative and authentic in their approach.
See first source: Ad Age
1. What is preppy style, and how has it made a comeback?
Preppy style is a timeless and classic aesthetic associated with “old money” and “quiet luxury.” It has experienced a resurgence in recent years, gaining popularity on platforms like TikTok and prestigious fashion runways.
2. How has TikTok contributed to the revival of preppy style?
TikTok has become a platform for showcasing preppy fashion trends and lifestyle inspirations. Users share their fashion choices, culinary preferences, and aspirational content, leading to the widespread revival of preppy style.
3. How has preppy style extended to consumer packaged goods (CPGs)?
Following its success in the fashion industry, preppy style has made its way into consumer packaged goods. Brands recognize the appeal of leveraging nostalgia and sophistication to resonate with consumers.
4. How have direct-to-consumer (DTC) beverages embraced preppy branding?
DTC beverage brands have adopted preppy branding by incorporating clean lines, classic patterns, and timeless color palettes. This strategy aligns their packaging with the aspirational lifestyle associated with preppy fashion.
5. What role does packaging and branding play in DTC beverages?
Packaging and branding are crucial for attracting consumers and standing out from competitors. Preppy style allows DTC beverages to capture attention with clean, minimalist designs and serif fonts, conveying quality and tradition.
6. Can you provide examples of preppy branding in DTC beverages?
Sure! Brands like Chestnut Sports Club, Clubby, Partake, and Barbet have embraced preppy branding. They use imagery, fonts, and color palettes that evoke the elegance and refinement of preppy style.
7. How does preppy branding impact consumer perception?
Preppy branding creates a sense of exclusivity and sophistication. Consumers who resonate with the preppy lifestyle are drawn to these brands, perceiving them as reflections of their values and aspirations. Preppy branding enhances perceived quality and trustworthiness.
Featured Imaged Credit: Victoriano Izquierdo; Unsplash – Thank you!