Is it possible that the humble fruit in Apple’s logo is part of what makes its customers among the most loyal in the world? Could the lush gardens and open green spaces at the new Bengaluru airport be doing more than beautifying the terminal — perhaps easing stress and making flyers feel relaxed long before takeoff? Could Jaguar’s new identity with nature-inspired forms, to signal an all-electric brand, instead of the controversial minimalist design have led to more positive online buzz? As surprising as it may sound, the answers lie in the human instinct to connect with nature — an instinct brands are increasingly tapping, knowingly or otherwise. As sustainability gains centre stage and consumers seek deeper, more meaningful experiences, a larger question for marketers and CMOs alike is: Can connecting with nature be a strategic advantage for brands?

Why nature works

Our research over the years, spanning service environments (servicescapes) and visual brand identities, finds that nature-based design elements enhance brand experiences and positive customer perceptions.

Brands are no longer built only through products or advertising. They are sculpted through immersive experiences and visual cues. In our work published in the Journal of Services Marketing and Journal of Brand Management, we have explored how servicescapes and visual identities can infuse biophilic principles to elevate consumer engagement and brand image. Our arguments are grounded in attention recovery and mood restoration theories, supported by empirical evidence in a series of experiments. This body of work suggests that biophilic designs function as a cognitive and emotional catalyst that can elevate brand image and experience.

Biophilia in action

Take Amazon, for example. Its Seattle headquarters, the Spheres, is filled with over 40,000 plants that serve as more than just an architectural marvel. It creates a work environment that reduces employee burnout and fosters creativity. Google, too, has embraced biophilic design across its global offices with natural lighting, green walls, and water features, contributing to employee satisfaction and productivity.

Retail brands like IKEA and hospitality brands have long invested in natural textures, indoor greenery, and organic layout flows that feel intuitive and calming. Such choices are strategic tools that build customer pull and stickiness.

Apple’s logo — a minimalist, organic shape of a bitten apple — stands in contrast to the more geometric or abstract logos of its rivals

Apple’s logo — a minimalist, organic shape of a bitten apple — stands in contrast to the more geometric or abstract logos of its rivals | Photo Credit: PhillDanze

Airports around the world have begun to understand this. Singapore’s Changi airport — consistently ranked among the world’s best — offers verdant indoor gardens, waterfalls, and butterfly sanctuaries. The new Terminal 2 at Bengaluru’s Kempegowda International Airport follows suit with expansive indoor gardens, natural lighting and open spaces.

These environments do more than entertain; they calm, delight, and imprint a positive brand association with the airport, and even the country it represents. For service marketers, the implication is clear: biophilic servicescapes are no longer a luxury but a lever for customer preference.

Biomorphism

Visual identity is another domain where biophilic design plays a subtle but powerful role. Apple’s logo — a minimalist, organic shape of a bitten apple — stands in contrast to the more geometric or abstract logos of Samsung or Google. Our research suggests that such biomorphic forms — mimicking shapes and patterns of nature — can evoke familiarity and warmth, aiding memorability and emotional connection. Indian brands are beginning to recognise this. Companies like Fabindia, Forest Essentials, and Nicobar incorporate natural motifs and plant-based narratives into their branding, aligning tradition with modern sustainability.

Biomorphism — not the same as biophilia — draws on the subconscious preference for curved lines, natural symmetry, and forms reminiscent of leaves, waves, or living beings. Even when actual nature is absent, mimicking its essence can shape a powerful brand experience.

Biophilic design

In a world saturated with screens and stress, nature is quietly making a comeback. As we immerse ourselves in the convenience and experiential benefits of the digital world, technostress and anxiety have emerged as significant concerns. Ironically, as people become increasingly disconnected from nature, companies like Amazon, Apple, and Facebook — which partially fuelled this disconnect — are adopting more natural elements in their brand marketing.

For CMOs, brand managers, and experience designers, the implication is clear: biophilia is not merely an architectural or design choice — it is a branding imperative. Our research indicates that brands that root themselves in nature can grow stronger emotional bonds, enhance memorability, and deliver more humane experiences.

(The writers are faculty members at The Indian Institute of Management, Kozhikode)

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Published on June 15, 2025