Branding That Bleeds: Why Weird, Raw, and Spooky Design Connects
Most branding is scared of feeling too much. It’s scrubbed clean, smoothed out, and made to smile politely at everyone. But I don’t believe in polite design. I believe in branding that bleeds — that snarls, swears, or shivers. Branding that makes you feel something in your gut.
This isn’t about being edgy for the sake of it. It’s about emotional honesty. It’s about telling stories that are messy, haunted, or gloriously human. Whether it’s a beer can that screams, a carrot with a death wish, or a water brand that looks like it crawled out of a crypt — emotionally complex branding sticks. Because it’s real.
In this piece, I’m exploring three flavours of emotional design that I keep coming back to in my own work:
Swearing as strategy — when the F-bomb becomes a brand asset
Spooky aesthetics — why eerie visuals hit deeper than you think
Narrative branding — how to build brands that feel like characters
Each section is stitched with case studies, creative insights, and a little bit of monster-loving grit.
💣 Swearing in Branding: The F-Bomb as Emotional Strategy
Keywords: authentic brand voice, profane branding, swearing in marketing, rebellious tone
Let’s get one thing straight: swearing isn’t lazy. When used with intention, profanity is a scalpel. It cuts through the noise. It signals that a brand isn’t here to play nice — it’s here to be honest.
Swearing can say:
“We’re not like the others.”
“We’re angry, and you should be too.”
“We’re done pretending everything’s fine.”
But it only works when it’s earned. When it’s part of the brand’s emotional DNA — not just sprinkled in for shock value.
🩸 Case Study: Liquid Death – “Murder Your Thirst”
Liquid Death is what happens when a water brand decides to cosplay as a death metal band. Their cans are covered in skulls. Their copy reads like a horror script. And their tagline? “Murder Your Thirst.”
They don’t just swear — they scream. And it works, because it’s not a gimmick. It’s a worldview. One that says, “We’re sick of plastic. We’re sick of fake wellness. Let’s burn it all down and drink water from a can.”
“We’re just a funny beverage company who hates corporate marketing as much as you do.” — Liquid Death
Why it works: The profanity and horror aren’t just aesthetic choices — they’re emotional cues. They tap into frustration, rebellion, and a desire for something real.
🩸 Case Study: Oatly – “F*ck Oatly”
Oatly got dragged online for some of their business decisions. Instead of hiding, they printed the hate on t-shirts. Literally. Their “F*ck Oatly” campaign turned backlash into branding.
It was messy. It was meta. It was weirdly honest.
Why it works: Swearing became a mirror. It said, “Yeah, we’re flawed. Let’s talk about it.” That kind of emotional transparency builds trust — even when it’s uncomfortable.