Designing for identity: how and when brand visual aesthetics enable consumer diasporic identity

PurposeThis paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.Design/methodology/approachThis paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.FindingsThis study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.Research limitations/implicationsAlthough applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers' responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.Practical implicationsThe hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.Originality/valueWhile previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors' knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora's ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.