When you’re starting a business and designing a logo or revamping your existing brand, one of the first questions that comes up is: what does a brand designer actually do? And if you’ve ever stumbled across the term retro branding designer, you might be wondering how that differs from regular brand design. After all, aren’t all logos and visuals just… design?

Not quite. A brand designer’s role goes far deeper than drawing up a nice logo. And when you work with a branding designer with a specific style, you’re choosing someone with a particular lens: someone who specialises in timeless aesthetics, storytelling, and crafting visuals that borrow from the past to create something meaningful in the present.

In this post, we’ll break down exactly what a brand designer does, what makes a retro brand designer unique, and how their process works from start to finish.

WHAT DOES A BRAND DESIGNER DO?

Let’s start with the basics. At its core, a brand designer is someone who takes the essence of your business - your values, personality, and goals - and translates them into a visual identity and strategy. This goes beyond making something that “looks nice.” It’s about understanding, communication, and creating a recognisable look and feel that resonates with your ideal audience.

Here are some of the key responsibilities of a brand designer:

Research & Discovery
Understanding your business, your target audience, and your competitors. Without this foundation, design risks becoming surface-level decoration.
Strategy Development
Translating insights into a positioning strategy: how should your brand be seen in the market, and how can your visuals help reinforce that position?
Visual Identity Design
This is the part most people picture: designing logos, colour palettes, typography systems, illustration styles, and imagery guidelines.
Brand Guidelines
Creating a rulebook that ensures consistency. A brand designer doesn’t just hand over a logo; they build a system you can use across print, digital, and packaging.
Applications
Applying your new branding to collateral - business cards, social media templates, signage, websites, packaging, and beyond.

So when people ask, what does a brand designer do? the simplest answer is this: they help businesses look, feel, and communicate in a way that builds trust and recognition.

Retro Coffee Packaging designed for Exbury Mill Coffee Roasters

WHAT MAKES A RETRO BRANDING DESIGNER DIFFERENT?

Now that we’ve covered the basics, let’s dig into the retro angle. A retro branding designer does all of the above but with a specialised focus on creating work inspired by the aesthetics of the past.

Crucially, ‘retro’ or ‘vintage’ doesn’t mean dated - it means intentional. It’s about using visual cues from specific time periods (often the 1920s – 1970s) to spark nostalgia, create familiarity, and differentiate your brand in a sea of sleek, minimal brands.

Here’s what makes a retro branding designer unique:

Historical Design Knowledge
Retro designers study vintage typography, print techniques, signage, and packaging to authentically capture a look and feel.
Era-Specific Inspiration
Each decade has its own flavour - think 1930s art deco elegance, 1950s diner charm, or 1970s bold psychedelia. A retro branding designer knows how to reference these without making your brand look like a museum piece or a cliche.
Storytelling through Nostalgia
Retro branding taps into emotion. It can remind people of childhood, family traditions, or a “golden era.” That’s powerful in industries like food & drink, retail, hospitality, and lifestyle.
Craftsmanship & Detail
Retro design often calls for custom lettering, hand-drawn illustrations, or textures that feel tactile - elements that stand out compared to generic stock graphics.

In short, a retro branding designer combines the strategic thinking of a brand designer with the artistic flair of someone deeply influenced by design history.

Logo design and Mascot for Goods In General Store

WHY CHOOSE RETRO BRANDING?

You might be wondering why a business today would want to look backwards when branding is about moving forward. The answer lies in emotion, feeling and positioning.

Differentiation
Many modern brands lean towards minimalism and sleek design. A retro brand identity instantly sets you apart with character and warmth.
Authenticity
Retro design can make a business feel more “real” and grounded - perfect for brands rooted in tradition, craft, or community.
Timelessness
Ironically, looking back can make a brand future-proof. Retro-inspired design avoids fleeting trends, giving you a look that lasts.
Emotional Connection
Nostalgia is one of the strongest tools in marketing. When customers see something that reminds them of the past, it builds instant rapport.

THE PROCESS OF WORKING WITH A RETRO BRANDING DESIGNER

So, what does it actually look like to work with a retro branding designer from start to finish? Here’s a typical process:

1. DISCOVERY

The designer gets to know your business, your story, and your audience. They’ll ask questions about your goals and your inspirations, and they might even ask which time periods or cultural references resonate with you.

2. RESEARCH

This stage includes competitor analysis, market research and digging into historical references and influences. For retro design, that might mean studying vintage adverts, branding, signage, and packaging to capture authentic details.

3. STRATEGY

The designer creates a clear direction: brand values, positioning, goals, mission, vision and personality, what mood to convey, and how to ensure your brand stands out visually in today’s market.

4. CONCEPTS

Initial logo and identity concepts are presented, often with moodboards or mock-ups that show how the designs would look in real-world settings (like packaging, menus, or social media).

5. REFINEMENT

Based on feedback, the designer refines typography choices, colours, and layout details to ensure the identity feels just right.

6. BRAND GUIDELINES & COLLATERAL

Once approved, the final identity is rolled out into a set of guidelines and applied to business essentials. This could include stationery, packaging, signage, merchandise, and more.

7. LAUNCH

Your new identity is launched into the world - instantly elevating how your brand is perceived.

EXAMPLES OF WHERE RETRO BRANDING WORKS BEST

Retro branding isn’t right for everyone, but when it’s a good fit, it can be transformative. Some industries where it shines include:

Coffee Roasters & Breweries
Retro branding can create a sense of craft, tradition, and heritage that customers love in a coffee company brand or brewery brand.
Bars, Cafés & Restaurants
A retro restaurant brand aesthetic can turn a venue into a destination, adding personality and atmosphere.
Retail & Lifestyle Brands
From clothing to home goods, a vintage retail brand aesthetic can help products feel curated and unique.
Creative Businesses
Artists, makers, and designers often use retro branding to reflect their craft and love for detail.

IS A RETRO BRANDING DESIGNER RIGHT FOR YOU?

So, what does a brand designer do? They shape the look and feel of your business so it connects with the right people. And what does a retro branding designer do? The same thing - with an added layer of history, nostalgia, and character that makes your brand feel instantly timeless.

If you’re a business that values storytelling, craftsmanship, and standing out from the crowd, working with a retro branding designer could be the perfect move. Rather than blending in with today’s endless stream of minimal, trend-led designs, you’ll create a brand identity that feels rich with personality, authenticity, and soul.

A retro-inspired brand doesn’t just look good - it creates a lasting impression that sticks with your audience for years to come.

Interested in refreshing your brand with a retro aesthetic? Tap the button below!

revamp your branding

WHAT DOES A RETRO BRAND DESIGNER DO?