The Dieline's 2018 Trend Report: Gen Z Yellow Overtakes Millennial Pink

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If Millennial Pink was the “It color” for 2017, a younger, fresher hue, known as Gen Z Yellow, has suddenly stolen the spotlight for 2018. Ranging in shades from fluorescent to canary, Gen Z Yellow is showing up in fashion as well as a variety of consumer brands aimed at the maturing demographic from which the color’s name is derived. According to Erika Woelfel, color expert for Behr Paint, "Gen-Z is growing up — or, as they might say, 'glowing up.' In contrast to millennials’ nostalgic pink, yellow represents vitality and ambition, traits we’re seeing in this upcoming generation of tastemakers."  


Terra Verde Honey

Gen Z yellow is the perfect color for the brand identity of Terra Verde Honey. The bold contrast of black and yellow makes the packaging stand out on the shelves while also playfully referencing the iconic color scheme of the honey bee.


El Cantizal Olive Oil

Designer Alice Pesenti used a flash of bright yellow across the label for Spanish made El Cantizal Olive Oil to create a unique brand that stands out from its competitors.


Willibald Farm Distillery

Willibald Farm Distillery’s brand identity catches your eye from across the room thanks to its bold use of color and dynamic custom italic logotype. Designed by Concrete, the use of black, yellow and red paired with a modern interpretation of blackletter typography referenced the Willibald family’s German heritage.


The Food Field

Located in San Pedro, Mexico, The Food Field is a local organic market with a cheerful brand identity that reflects the warmth and color of the storefront’s locale, as well as the company’s commitment to healthy products.



ASARAI has adopted the Gen Z yellow trend in an effort to stand out in an oversaturated makeup market. As reported over at the Dieline, in the cosmetics industry, “the color white dominates the landscape. That’s why seeing this bright and sunny packaging for ASARAI is a breath of fresh air."