Stroll down Fore Street in Exeter or pop into a co-working hub in Totnes, and you’ll notice something’s shifted. The visual language that Devon’s businesses are using . From artisan bakeries to tech start-ups . Feels fresh, bold, and deeply rooted in the region’s identity. As a designer working with several brands across the South West, I’ve had a front-row seat to the changes happening in the creative scene here. And let me tell you, 2025 is stacking up to be one of the most exciting years yet for graphic design in Devon.

So, what’s hot right now? Let’s dive into the top five trends redefining visual storytelling in our coastal corner of the UK.

1. Organic and Sustainable Aesthetics Are the New Norm

You don’t have to be in Dartmoor long to understand why nature plays such a big role in local design. In 2025, sustainable aesthetics aren’t just a niche . They’re the foundation of design strategies for everything from eco-cafés to ethical fashion brands.

Natural textures, earthy tones, recycled materials, and hand-drawn elements are taking centre stage. It’s less about perfection and more about authenticity. Businesses want their brand to reflect their values . Honesty, environmental responsibility, and community.

One of my clients, a zero-waste refill shop in Newton Abbot, asked me to strip their branding back to the bare essentials: uncoated kraft paper labels, warm greens and terracottas, and illustration-style icons inspired by local flora. The result? A visual identity that resonates deeply with their loyal, eco-conscious customer base.

Designers are also opting for digital solutions that reduce carbon footprint . Fewer image-heavy files, reduced video autoplay, and responsibly sourced typefaces. Sustainability in design isn’t just a statement . It’s becoming standard practice.

2. Retro Nostalgia Is Back . But With a Devon Twist

Everything old is new again . But now it comes with a local flavour. The retro revival is sweeping through branding projects across Devon, from Salcombe’s boutique hotels to Exeter’s indie music venues.

Think bold serif fonts, grainy film overlays, grainy textures, and a ‘70s colour palette . Ochres, avocado greens, and burnt oranges. What’s different now is how it’s used. Rather than blanket retro makeovers, designers are weaving in nods to Devon’s rich cultural legacy: seaside postcards, vintage railway signage, and community bulletin boards.

Last month, we worked on a branding refresh for a heritage creamery based in Tiverton. The new look features stylised milk bottle lettering from the 1950s and a logo that echoes the old GWR tourism posters. It not only boosted walk-in customers but also sparked a social media buzz with locals reminiscing about old family trips.

Retro design isn’t just an aesthetic . It’s an emotional connector. And in a community-oriented place like Devon, nostalgia taps straight into the heart.

3. AI-Generated Art Is Changing the Game . Carefully

Yes, AI is here . And yes, it’s already integrated into Devon’s design workflows. But it’s not about replacement; it’s about collaboration.

Platforms like Midjourney and Adobe Firefly are helping creatives mock up fast visuals, create moodboards, and experiment with ideas at lightning speed. But here’s the truth: most Devon-based designers I know use AI as a helper, not a crutch.

For a tourism company in Brixham, I recently used generative AI to explore different coastal colour palettes derived from aerial shots of the South Hams . A process that would have taken me hours manually. It wasn’t the final design, but it laid a foundation I could build from.

Still, there are valid concerns . Originality, copyright, and authenticity being the biggest ones. The best design teams are navigating this ethically, using AI as a source of inspiration but maintaining a human-led creative process.

“AI saved us time on iterations, but the soul of the design came from our team,” says Mary Langford, a branding strategist in Plymouth.

It’s about balance. Let the machine learn, but let humans lead.

4. Hyper-local Imagery Is Turning Heads . And It’s Not Just ‘Pretty Pictures’

Devon isn’t just a backdrop . It’s becoming the main character in brand stories. We’re seeing logos inspired by coastlines, packaging that mimics cobble streets, and websites that feel like walking through a local market.

Instead of relying on stock photography, more brands are commissioning custom photography, illustration, and iconography rooted in place. Why? Because connection sells. Customers want to see their own community reflected in what they buy.

There’s a growing appetite for visual storytelling that embraces locality . The curve of the cliffs at Dawlish, a colour palette drawn from River Exe sunsets, seaside mosaics found in Teignmouth. Designers are tapping into that visual heritage to build emotional resonance.

A lovely example is the recent rebrand we did for a family-run bakery in Sidmouth. Rather than going sleek and corporate, we hand-drew elements from their 1920s storefront and photographed their staff in candid moments kneading and chatting. True storytelling straight from the source.

5. Accessibility and Inclusion Are More Than Buzzwords Now

If there’s one thing we all need to get better at, it’s designing for everyone.

In 2025, accessibility isn’t optional . It’s expected. Brands in Devon are recognising that inclusive design serves real people, not checkboxes. High-contrast text, legible typefaces, inclusive imagery, alt-text, and screen-reading compatibility . These aren’t add-ons, they’re mandatory design elements.

Last year, we helped a local arts non-profit revamp their website. Their previous site used stylish but hard-to-read fonts, low colour contrast, and no screen reader tags. The overhaul focused on WCAG 2.1 guidelines, and the feedback? Overwhelmingly positive. Attendance at events rose by 43%, with more visitors over 60 and from disabled communities.

Inclusive design isn’t a constraint . It’s a catalyst for better communication. And it sends a powerful message: You belong here. Whether you’re building a mobile app or updating a signage system, accessibility is an edge, not a hurdle.

Devon may be known for its moorlands and coastlines, but there’s something equally wild and beautiful happening in our design scene. This year’s trends signal a deeper shift . A move towards authenticity, intention, and community-first storytelling.

Designers, marketers, and business owners alike: if you want to stay relevant in Devon’s ever-evolving visual landscape, now’s the time to lean in. Hire local photographers. Ask your customers what they see in your brand. Experiment with combinations of old and new. And above all, design like you mean it.

What does your brand say about who you are and where you come from? And more importantly . Who are you leaving out or inviting in through your visuals?

If you’re ready to rethink your visual identity, whether you’re starting fresh or refreshing your brand, let’s chat. Here in Devon, we’ve got the talent, the tools, and the heart to craft something truly unforgettable together.