South African consumers are currently underwhelmed by the professional, natural non-specific cosmetics market. They face a humdrum of hyper simplistic brand and packaging designs. This is not what the far majority of consumers in this market want and it does not entertain their imaginations. 

I strayed from the current fashion and designed an immersive and abundant experience. Designs that celebrate nature, joy and beauty. Illustrations with soft organic lines, but a clear joyful energy. Designs that are not a pretentious elitism and that give the consumer what she really wants, visual abundance. However, style and proper designing with good principles remained fundamental.

The above mentioned phenomenon, brought by the pandemic and tough times we are in, might be a catalyst for the move away from the current graphic design style of hyper simplicity. I believe the move away has started to slowly gain ground in the past year or two. Design styles or fashions reach their end when aesthetic conservative entities, such as large corporations, adapt to the style. This is currently what is happening with the graphic design fashion of simplicity and hyper simplicity. 
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One can see how the consumers' faces light up when they experience the new Antjie's brand. Bringing aesthetic joy to the consumer is a strong benefit for a brand. Especially in the tough times which we are currently facing, consumers will rush to a brand that offers them an escape and happiness.

This can be seen in Design History. During the Inter War Period consumers strongly preferred joyful styles like Art Deco above Bauhaus, which only gained commercial ground after the wars and some economic growth. 

The end of a hyper simplistic style is the start of a visually abundant style/fashion. Antjie's new visually abundant, maybe even populist, style can make Antjie's a trend setter, a commercially successful one that captures the new desires of consumers just in time.

Furthermore; having a joyful, immersive and visually abundant brand in between a plethora of hyper simplistic and stern brands will definitely make Antjie's stand out of the crowd.