Back to today’s briefing

Story perspectives

Rubber Hose Design Trend Shapes UK Food Branding

3/19/2026

41 8

Summary

Story summary

The rubber hose graphic design trend is gaining popularity in UK branding for independent food and drink businesses.
The style, rooted in 1920s animation and evolving to include various eras, aims to soften brand images, while some designers move toward hand-drawn styles in response.
Designer Patrick Schmidt embraces the playful aesthetic, while critics say templates and AI enable its spread and undermine authenticity.

1 of 1

Story summary

The rubber hose graphic design trend is gaining popularity in UK branding for independent food and drink businesses.
The style, rooted in 1920s animation and evolving to include various eras, aims to soften brand images, while some designers move toward hand-drawn styles in response.
Designer Patrick Schmidt embraces the playful aesthetic, while critics say templates and AI enable its spread and undermine authenticity.