The design-illustration world seems to swing in roughly 8-year cycles from an extreme of "high-tech, high-polish, complex, sharp & shiny," on one hand, to "hand-made, wiggly, simple, straightforward" on the other.

On the warm and wiggly side, French design firm Curius is running an identity/branding campaign for the legendary Paris subway system called "Voeux" ("Wishes") that is simple and sweet. Building off the recognizable shape and feel of the small rectangular ticket (traditionally yellow) and it's magnetic info-stripe on the back. 

The system is a monopoly, so this is an example of a pure good-will-generating effort.