Unexpected branding: how small touches create big connections

While flashy campaigns grab attention, it’s often the smaller, more intimate moments that customers remember. Cleverly branded touchpoints can transform the ordinary into something extraordinary.

And for companies working with tighter budgets, creativity is the ultimate superpower. From bespoke packaging to thoughtful inserts, these unexpected branding moments delight customers and tell a deeper brand story.

Let’s explore how brands are using unexpected branding to stand out in fresh ways.

Glossier: branding that sticks

Glossier knows how to turn the ordinary into something unforgettable. Their signature pink bubble wrap pouch isn’t just protective—it’s reusable, and Instagram-worthy. 

But the real stars are the playful Sticker sheets. Bright, colourful, and bursting with Glossier’s personality, these stickers let customers take the brand beyond the beauty bag. It’s clever packaging that keeps on branding long after the unboxing moment.

Casper: subway storytelling

Instead of the usual product-pushing posters, Casper transforms commutes into moments of joy with playful, illustrated designs. Think “Where’s Waldo?” meets bedtime stories—meters-long illustrations filled with quirky characters and clever taglines like “The Perfect Mattress for Cat Ladies.” 

As well as displaying their product range, these Poster ads showcase Casper’s fun, approachable personality and turn routine journeys into engaging brand experiences.

Who Gives a Crap: packaging with purpose

Who Gives a Crap proves that branding opportunities exist everywhere. Instead of only focusing on the end user, they’ve extended their personality to the delivery driver. Their packaging features playful messages like, “Hey delivery person! Thanks for lugging around 48 rolls of TP for us. You’re the best!”

This lighthearted touch reflects the brand’s values of humour and care, creating a moment of connection with someone who’s often overlooked in the process. By thinking beyond the obvious, Who Gives a Crap turns their supply chain into an extension of their brand story.

IKEA: tools of engagement

IKEA’s got a knack for sneaking their brand into the most unexpected nooks and crannies across their sprawling stores. IKEA’s pencil and paper dispensers invite customers to jot down catalog numbers, sketch room layouts, or make notes as they navigate the maze of furniture displays.

The minimalist design of the pencils stamped with the IKEA logo and the utilitarian Notepads reinforce the brand’s practical and accessible ethos. These functional everyday items reflect IKEA’s commitment to making the shopping experience seamless.

Calm: cards that care

Calm, the meditation and sleep app, takes Postcards to a whole new level, using them as unexpected moments of mindfulness. Each postcard includes a unique voucher code for a free year of Calm Premium. It’s a creative way to merge the physical and digital, using print to draw people into the Calm experience. 

The postcards invite recipients to pause and reflect, while the app continues their journey toward health and happiness. Together, they transform a simple promotional item into a thoughtful and meaningful brand experience.

Expect the unexpected with MOO

Whether it’s custom Stationery or Branded Merch, we’ll make sure your brand shows up in all the right places. Discover our MOO Business Services. To get started, fill out this simple form, and one of our team members will be in touch.