Creatives behind Glossier and Brat explain the new rules of branding

Juicy, lush, vivid, and ripe: we experience summer with a richness in every way possible. A fresh peach dripping down the arm, a rainbow of beach umbrellas seen through the haze of a heat wave, the drip of condensation on the neck of a cold beer, sweating like the rest of us. We view the world in this season through a bright, bold, technicolor lens. And so do the brands that cater to us—with bold color use, expressive type, contemporary takes on previous design eras, and an evolving...