INSIGHT
Britishcore: How everyday Britain became design’s new muse
British nostalgia trend
Burberry’s latest campaign begins not in a grand hall or stately home, but in a fish and chip shop. Models in coats beneath fluorescent lights, served by Olivia Coleman. It is both ordinary and poetic, a celebration of real Britain. And it perfectly captures the rise of Britishcore, a cultural and design movement that has taken over social media and increasingly, real-world spaces and brand experiences.
A love letter to the everyday
Britishcore or Britcore, is a celebration of the familiar. It romanticises the small, often unremarkable moments of daily life: the Big Tesco run, the Greggs sausage roll, the Sunday roast at a cosy pub, the rainy walk to the corner shop. The trend has exploded on TikTok and Instagram throughout the last 2 years, connecting people through humour and shared experiences.
It is a shift away from the glossy British heritage aesthetic of royal pomp and afternoon tea, and towards something more accessible. At its core, Britishcore is about authenticity, an affectionate look at the nation’s quirks, imperfections and comforts.
The Breakfast Club at St Pancras is a great example of this retro trend, with 70’s patterns, colours and even vending machines.
Our design for Churchill’s embodied this contemporary yet vintage identity with a distinctive brand signature that created a ‘magic thread’ across every touchpoint to celebrated their values and brought a fresh expression of Britishness to a much-loved classic.
Churchill’s Fish & Chips - national roll out
Nostalgia with a modern edge
Much of the appeal lies in nostalgia. Britishcore revisits the textures and tones of 1990s and early 2000s Britain, from retro interiors and corner cafés to Oasis tracks and classic snacks. The aesthetic blends traditional materials like tweed and wood with modern touches such as streetwear, neon signage or tiled takeaway counters.
Cosy pub design by Caulder Moore, The Royal Oak, Keswick
A great example would be our latest cafe interior design for Monty’s in Birmingham which takes inspiration from the humble lunchtime comfort food - sandwiches - but elevates it into a fun personalised experience and the interiors reflect this, with bursts of colours to represent fresh ingredients and taste.
The result is a high-low mix that feels lived-in and genuine. It is about character rather than perfection. This blend of old and new, humble and elevated, has created a visual language that feels both timeless and contemporary.
Urban and colourful with a retro twist at Monty’s Deli in Birmingham
From culture to design
At Caulder Moore, we see these cultural undercurrents reflected in the way people want to experience retail and hospitality spaces. The Britishcore mindset values warmth, familiarity and a sense of place. Design is moving away from the overly polished and towards something more honest, tactile and emotionally resonant.
You can see echoes of this in some of our work for local brands.
Birds Bakery celebrates regional pride and everyday indulgence through showcasing charming display details and heritage cues. Churchill’s and Simmons Bakers capture the recognisable charm of community favourites.
Birds Bakery cafe design by Caulder Moore
Simmons Bakers in Hertforshire
Why it matters
Consumers today are craving something real. After years of minimalism, global sameness and digital overload, there is renewed appetite for texture, human imperfection and authenticity. Britishcore speaks directly to that desire.
For brands, it offers a reminder that storytelling can be visual as much as verbal. Materials, signage, branding, lighting and layout can all convey values like community, humour and honesty. A well-designed space can feel like a shared memory, not just a retail environment.
Churchill’s Fish & Chips, branding by Caulder Moore
Fullers Pride, branding by Caulder Moore
A very British export
Interestingly, Britishcore has also captured global attention. International audiences seem drawn to what they see as the charm of real Britain, the weathered brick, the rainy streets, the warmth behind every cup of tea. Just as Scandi once became shorthand for calm and minimalism, Britishcore now evokes comfort and a quiet kind of wit. Why choose a Tesco shop over high tea? Because ordinary spaces such as shops, pubs, bus stops, offer a lived-in honesty that polished settings rarely do. For those abroad, it’s a chance to experience spaces that feels human and relatable, revealing the grit and character hidden in everyday life. For brands, this highlights that design doesn’t have to be grand to be meaningful.
In the end
Britishcore is not nostalgia for nostalgia’s sake. It is about finding beauty in the everyday and celebrating design that reflects real life. For retailers and brands, it offers a chance to reconnect with authenticity, locality and character.
At Caulder Moore, we believe that great design tells human stories. Britishcore simply reminds us that some of the best stories are the ones closest to home.