What Insurance Companies Get Right About Merch

An unexpected industry doing some of the most interesting work in merchandise.

Insurance is not usually the first category people think of when it comes to strong branding.

It is generally seen as functional, serious, and focused on service rather than expression. But when you look a little closer, a different pattern starts to emerge.

Some of the most distinctive and memorable merchandise is coming from insurance brands. Not because they are trying to compete with fashion or lifestyle companies, but because they understand something important. Merchandise is not just about visibility, it is about connection.

Grounded in Real Life

The strongest examples tend to feel rooted in everyday culture.

Virseker has approached merchandise in a way that feels familiar rather than corporate. A milk tart flavoured lip balm, a cooler referred to as a “bibberboks,” and everyday carry items all draw from things people already recognise.

These products do not need explanation. They make sense immediately because they are based on experiences people already have. That familiarity makes the brand feel more accessible.

Personality That Feels Approachable

Insurance brands have also found ways to bring personality into their merchandise without overcomplicating it.

Hippo’s use of character-driven branding and Beame’s plush mascot take something abstract and make it tangible. The result is a brand that feels easier to connect with. This approach works particularly well in an industry where trust matters. When a brand feels human, it becomes easier to engage with.

Design That Feels Current

Some insurance brands have leaned into a more modern design language.

Naked, for example, has built a strong visual identity that carries through into its merchandise. Clean layouts, strong typography, and simple products create a consistent feel across everything the brand produces. This consistency helps the merchandise feel aligned with the rest of the brand rather than separate from it.

Products That Fit Into Daily Use

A common thread across these brands is that the products fit naturally into how people live.

First for Women has explored items that are practical and easy to use and essentially making women feel more empowered. This allows the brand to appear in everyday settings without feeling out of place. When merchandise integrates easily into someone’s routine, it becomes part of their environment rather than something that sits unused.

A Different Approach to the Category

What makes this particularly interesting is that these brands are operating in a category that is not traditionally associated with creativity.

By approaching merchandise in a way that feels grounded, approachable, and relevant, they stand out without needing to force attention. They are not trying to make merchandise look like something else. They are making it feel true to the brand.

Why It Works

Across these examples, the success comes from a clear understanding of who the brand is and who it is speaking to.

The products feel familiar, the design feels current, and the overall approach feels easy to engage with. For brands in South Africa, there is something valuable in this way of thinking. 

Merchandise does not need to be complicated to be effective. It simply needs to feel right.

Looking to create merchandise that connects more naturally with your audience?

→ Let’s create something unordinary.