The creator identifies and analyzes a new design trend in tech branding, which she calls "nature in tech." She uses the software company Maiella as a detailed case study, breaking down how its branding—from its name to its visual identity using parametric topography and contour lines—blends natural and digital aesthetics. She argues this trend resonates because it fulfills a consumer desire for technology that feels more human, rooted, and understandable, concluding that this approach represents the future of tech branding.
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Tech branding is shifting - FINALLY 🙂↕️👇
While I’d argue a lot of Al brands look similar (the dreaded balloon knot logo of tech brands that seems to persist 😂 if you know, you know) -
I’ve started to clock a new trend in tech on the rise: nature integrated in tech.
The brand Maiella - designed by Multiverse - is a great example of this.
And unlink a lot of new shiny design trends, I actually think this one is rooted in something very literal and psychological.
We, as consumers, are equally craving analog experiences while demanding the hyper-personalization that comes from tech-forward moves.
This brand aesthetic answers to that.
It feels like a respite of something real in a world of “Al slop” while remaining cutting edge.
What do you think? Have you clocked this trend too?
#brandstrategy #brandidentity #graphicdesign #designtheory #uidesign
Transcript
Okay. So there's a design trend that I've been tracking, like, quietly for a while no. Nature in tech. Not in the, like, we plant a tree every time you click kind of way, but in the way that we craft the brand design. And this new identity by multiverse for the software company, Maiella, is probably the most poetic version of this that I've seen lately. The name Maiella comes from a mountain range in Italy, which is close to where the founders grew up. So the brand leans into, like, that origin tier, but not with, like, photos and trail maps, but with, like, parametric topography and digital contour lines that reads as both a motherboard and a mountain range. It's software for sure, but it feels like standing on a summit. The logo takes on this elevation map logic, every curve and contour working like data and motion. And then there's the typography. Monospace font paired with, like, worse saturated gradients. Grounding the brand is modern, but with warmth that most SaaS brands really don't touch because what they're selling isn't optimization, it's clarity. The wild thing is this nature meets code aesthetic really isn't just for show. I think it works because it taps into something we're all craving. Right? Tech that's not just frictionless, but also human, rooted, understandable. And, honestly, I think this is an excellent example for where we're going to see a lot of tech branding no, somewhere that's not cold and coated, but natural and carved. And as consumers crave analog experiences blended with tech forward hyper personalization, this brand aesthetic answers to that. Welcome to the new frontier of tech branding.
