An entertaining post from Nick Parker heralding a wind of change in lazy branding: chatty Innocent-style branding is being replaced by the 'hand-crafted' movement. Watch out for large brands claiming they've hand-made or personally curated various things. I am currently hand-typing this very post, go me!
The reason why Parker calls these brands copycats is that they generally pick the tone but without implementing Innocent's top-to-bottom approach. It's all surface personality and, I'd like to think, most customers can see right through it.