what is this style called?

[u/Spaciepoo]

it kind of just popped up a couple years ago and i keep seeing it. i know it's not very specific, but it's always some bright pastel color, semi minimalist, the packaging always has a matte finish, and usually a goofy or wavey font.

[u/Ninjacherry]

I'm not sure if there is a formal name for it, but I cluster these into a friendly/wholesome look, and I agree that it's also exploring a retro vibe. They're trying really hard to give you happy vibes. I appreciate how clean and easy to read they usually are.