Perfectly Imperfect: Why “Bad Design” is Suddenly So Good
Alix Earle’s new brand, Relé Active, is a really interesting example of where branding feels like it’s heading right now — less polished, more personal, and intentionally imperfect.
At first glance, the design feels simple. There’s a softness to it, a slightly scribbled, hand-drawn feel, and nothing is overly refined. It almost looks unfinished — like something that hasn’t been overworked. But that’s exactly the point — cover everything in bubbles, and it becomes realistic and welcoming.
The whole brand is built around the idea of imperfection. Not in a messy, careless way, but in a controlled, relatable way. It reflects how people actually live — not perfectly structured, not overly curated, just real.
That’s where it becomes clever.
In a space where so many brands are hyper-designed and overly polished, this feels like a reaction. It’s tapping into the same shift we’re seeing everywhere — moving away from perfection and towards something that feels more human.
The marketing follows this idea really well too. The puzzle piece campaign in New York is a good example. It’s simple, but it creates interaction. People are drawn in, curious, and want to be part of it. It doesn’t feel like traditional advertising — it feels like something you discover. Then there’s the colour. That natural, slightly muted green doesn’t feel artificial or overly branded. It feels calm, grounded, and wearable — which fits perfectly with the lifestyle angle of the product.Everything about it feels quite considered, even though it’s presenting itself as effortless.And that’s the interesting part.
This kind of “imperfect” design isn’t actually accidental. It’s still carefully constructed — every scribble, every choice, every tone. It’s just designed to feel like it isn’t.It raises the question of whether we’re moving into a space where authenticity is no longer about how something is made, but how it feels.
Because even though it looks casual and natural, it’s still a brand built with a clear strategy behind it. And maybe that’s where design is heading — not towards perfection, but towards something that feels a bit more honest, even if it’s still designed that way.
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