Dark stories for light brands. Why soft aesthetic needs tension, not just tranquility
There’s a particular silence that lives on Instagram. It smells faintly of linen and lemon balm. Everywhere you scroll, a soft pink carousel murmurs, “You are enough”. Pastel backgrounds. Sans-serif typography. Gentle imperatives wrapped in whisper tones: pause, breathe, slow down. It’s the visual vocabulary of modern serenity, and it’s everywhere. Wellness brands sell peace….