If you’re immersed in Devon’s buzzing creative network. Or even just peeking in from the sidelines. You’ve probably noticed things look a bit… different this year. From the eclectic alleyways of Exeter’s indie agencies to branding studios tucked into coastal hideaways like Totnes and Bideford, there’s a new energy shaking up the design world. It’s fresh, bold, sometimes nostalgic, and always deeply local.

So, what’s behind the shift? Here’s a deep dive into five of the most eye-catching graphic design trends dominating Devon’s design scene in 2025.

1. AI-Generated Visuals – The Rise of the Machine Muse

It’s no longer just a futuristic buzzword. AI-generated design is having a full-blown moment. And Devon’s creatives are embracing it in ways that feel surprisingly human.

I sat down with Sarah Huntley from PixelDrift, an Exeter-based studio that’s been experimenting with generative design tools like Midjourney and Runway. “The key,” she told me, “is using AI as a collaborator, not a replacement. We use it to spark unique visual concepts. Especially for moodboarding or prototyping packaging ideas our clients can’t afford to test manually.”

This isn’t just playtime with tech. In a 2025 report by the UK Design Council, nearly 71% of small creative studios reported integrating AI tools into their workflow to enhance productivity and broaden creative exploration.

But let’s be clear: in Devon, AI’s aesthetic impact is more about supporting creativity than automating it. Think surreal landscapes, beautifully abstract textures, and brand identities that push beyond typical stock graphics.

2. Sustainable Design – Green is the New Bold

If there’s one thing the South West cares about, it’s the environment. And that ethos is now front and centre in how brands across Devon are presenting themselves.

Take SeaRoot Kombucha, a small-batch drink company based in Teignmouth. Their 2025 rebrand didn’t just involve earthy tones and natural imagery. It also included biodegradable labels, vegetable-based inks, and a strict carbon offset policy for every print run. Their designer, Jody Llewellyn, told me, “Clients are no longer asking if their brand should be eco-conscious. They ask how deeply it can be baked into the visual identity.”

Designers are leaning into this wholeheartedly. We’re seeing more brands:

• Opt for recycled materials in packaging mockups
• Embrace plant-based colour palettes
• Use design to educate, not just sell

And it’s not just a trend for physical products. Even digital assets are being crafted with low-bandwidth design principles in mind. Ensuring that sustainability extends beyond the printing press.

3. Retro Revival – 90s & Y2K Aesthetics Make a Local Comeback

The bold colours, playful fonts, and pixel-perfect grunge of the 90s and early 2000s are back. And Devon’s design scene is loving every neon minute of it.

It started subtly last year with a few brands leaning into Memphis-style graphics, bubbly user interfaces, and cassette-style logos. But now? It’s everywhere. From streetwear labels in Exeter to surf shops in Newquay (yes, Newquay may be Cornwall, but the Devon design crowd follows it closely), everyone’s hopping on the nostalgia express.

Local creative duo Taylor & Drax, who run a studio out of Barnstaple, point to this shift as more than just a surface-level rehash of past design fads. “It’s about reminding people of the warmth and weirdness of their early digital experiences,” Drax said. “There’s a collective need for design to feel fun again.”

Grainy textures, pixel art, clunky UI simulations. It’s all fair game. But it’s being modernised, made smarter, and tailored to suit today’s UX standards.

4. Bold Minimalism – Clean Doesn’t Mean Boring

Now let’s talk minimalism. But not the sterile, all-white kind that once flooded every startup landing page. The minimalism we’re seeing hit Devon’s studios in 2025 is sleek, confident, and surprisingly loud.

How? Through typography, mainly. It’s not uncommon now to walk into a local coffee shop and spot a brand identity that’s nothing more than sans-serif fonts, stripped-back icons, and a blast of one unapologetically bold colour. Yet. Somehow. It works.

Only a few weeks back, I worked with a vegan lifestyle brand in Torquay where the entire product range was built around Helvetica, charcoal grey, and a turmeric yellow accent. Striking, simple, and you couldn’t help but notice it on the shelf.

The secret lies in intention. Every element, though minimal, is packed with purpose. This trend leans on:

• Oversized type that owns its space
• Restrained colour palettes with one bright twist
• Negative space used to enhance, not hide

It’s minimalism reimagined. Not cold, but characterful.

5. Localised Storytelling – Design Rooted in Place and People

Let’s end with a trend that feels especially meaningful for Devon and the wider South West: storytelling that leans into locality.

Over the last year, I’ve noticed a surge in branding projects that draw deeply from geography, dialect, and even folklore. Designers are tapping into what makes Devon Devon. From the granite tones of Dartmoor to the saturated blues of Salcombe Bay.

One standout project? The rebrand of The Driftwood Market, a boutique grocer in Dartmouth. Their entire new identity is built around historical fishing maps, textures pulled from nets and sand, and hand-drawn illustrations of local fishermen. Every label tells a story. Every element earns its place.

This hyper-local approach doesn’t just help brands stand out. It creates an emotional connection with audiences who see their own history and environment reflected back.

As brand strategist Zoe Cartwright told me, “People in Devon care deeply about where they’re from. When that kind of pride is reflected in a visual identity, it doesn’t just look good. It feels right.”

So, What Does This Mean for 2025?

We’re in a moment where design isn’t just about catching the eye. It’s about holding attention, starting conversations, and building trust, especially at the grassroots level. Devon’s design scene is showing the rest of the country how to combine bold creativity with authentic, meaningful narrative.

Whether you’re a business owner thinking about your next rebrand, a designer reworking your portfolio, or just a curious observer of visual culture, now’s the time to lean into what’s real, what’s local, and what’s next.

Care to chat about how these trends could shape your own visual identity? Drop a line. We’re always game for a good creative conversation over coffee… or a pint, if you’re out in Paignton.