In 2024, packaging trends took center stage, driving significant changes in how products were packaged and marketed to consumers. The year saw a surge in creative and functional packaging designs that not only captured attention but also focused on enhancing convenience and sustainability. These innovations helped shape the future of the industry, ensuring a balance between aesthetics and practicality. Looking ahead to 2025, packaging trends continue to evolve, with an even greater emphasis on eco-friendly materials, minimalist designs, and smart packaging technologies that enhance user experiences and reduce environmental impact.
As the retail and consumer product industries continue to evolve, there has been a clear shift toward more organic and sustainable practices. This trend has made its way into various sectors, including cosmetic packaging, where both eCommerce startups and established brands are pushing the boundaries in terms of materials, communication, and overall brand values. Companies are increasingly adopting eco-friendly practices, aligning their operations with the growing demand for sustainability.
In our previous 2025 trends article, we highlighted sustainable packaging as one of the major trends that emerged in response to the rise of the pandemic. This shift was not only noticeable but, in 2025, it has taken a significant leap forward. As more consumers prioritize environmental responsibility, brands are evolving to meet these expectations, incorporating innovative packaging solutions that reduce waste and environmental impact.
Here are the top 5 trends shaping the packaging industry in 2025, as we continue to see sustainability and functionality come to the forefront of design and consumer priorities.
1: A step further with sustainable packaging materials
In recent years, paper-based packaging has gained significant popularity due to its recyclability and, in some cases, compostability. Consumers are increasingly drawn to this type of packaging, as it aligns with their eco-friendly values and is simple to dispose of.
Looking ahead to 2025, we may see brands embracing even more innovative and sustainable materials alongside traditional paper. Materials such as grass packaging, wheat-based packaging, plantable paper, and paper made from recycled coffee pods could begin to make an appearance. While the widespread use of these materials may take time to develop and be commercially viable, there is no doubt that vegan, organic, and environmentally conscious brands will increasingly explore these unique options for their packaging needs.
Grass paper?! In case you are wondering, grass paper is made using sun-dried grass and is said to consume less water, energy, and chemicals to manufacture than regular cellulose-based wood pulp.
2: Socially conscious packaging design
In 2020, we witnessed a significant rise in socially conscious movements. From the Black Lives Matter (BLM) protests to widespread appreciation for medical professionals and essential workers, communities across the globe came together to show solidarity and voice their support. What’s more, brands also took a stand, using their platforms to reflect these values.
One standout example is Counter Coffee, which launched a special coffee blend featuring African and South African beans in support of the Black Lives Matter movement. This initiative not only helped the brand connect more deeply with its local audience but also enabled it to donate 25% of the proceeds from the sale of this blend to the cause. By aligning their business with social justice, Counter Coffee created a meaningful impact and fostered stronger community ties.
Similarly, Camden Brewery made a powerful statement by renaming one of its beers to "Heroes" as a gesture of support for frontline workers. They even added a special label, calling it "Thank You, Lager," encouraging customers to purchase the beer and share it with essential workers. Camden Brewery also went the extra mile by donating a significant number of beers to hospital staff and ambulance workers, showing their gratitude tangibly and thoughtfully. This initiative not only provided a boost to those on the front lines but also strengthened the brewery's connection with its community.
3: Personalized packaging
Custom packaging offers brands the opportunity to personalize their packaging to match their identity, including logos, social media handles, product details, and more. But what if the packaging could be designed with the customer in mind? Imagine allowing customers to design their own packaging. Not only would this create a visually appealing and engaging experience, but it would also give customers a sense of ownership and connection to the brand. By involving them in the design process, they feel more invested in the product, transforming them from passive buyers into active participants. This approach could elevate brand loyalty and create a more memorable, personalized unboxing experience.
While a complete overhaul of packaging design might not be necessary, there’s definitely room for customers to personalize their packaging. In the coming year, we could see more companies incorporating customer names, images, and preferred phrases on their packaging. This personalized touch not only makes the packaging more special but also creates a deeper connection with the customer, making them feel valued and enhancing their overall brand experience. Such tactics could drive engagement, boost brand loyalty, and help businesses stand out in a crowded market.
4: Gamified packaging
Gamification in packaging is becoming a creative trend that enhances the unboxing experience and increases customer engagement. By adding elements like puzzles, challenges, or interactive features, brands can make the packaging more enjoyable and memorable. This approach not only boosts excitement but also encourages customers to share their experience, increasing brand visibility. By incorporating gamification, companies can keep customers hooked, making the act of receiving a product feel more like an experience, and fostering loyalty and enthusiasm for the brand.
5: Gamified Packaging Trends
Geometric designs in packaging are gaining popularity for their eye-catching appeal. Clean lines, sharp angles, and bold colors create a modern and striking aesthetic that immediately grabs attention. This trend is not only appealing to customers but also encourages them to share their unboxing experiences on social media, further boosting brand visibility. The use of geometric patterns makes packaging more visually appealing and shareable, helping brands build a stronger online presence while enticing customers to engage with their products.
The shape of the packaging is evolving into more artistic and geometric designs, making products stand out in unique ways. Lien Design, for example, has reimagined boxed soup packaging using eco-friendly materials while transforming the traditional packaging into an eye-catching geometric form. This bold approach not only appeals to customers' visual senses but also makes the product stand out on shelves. Imagine the impact of this distinctive design—it’s not just functional but also creates a memorable brand experience that attracts attention and piques curiosity.
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If you are planning on designing new packaging or rebranding and redesigning your current one, these trends are certainly something you should keep in mind. The majority of consumers think they have seen it all, particularly during times of crisis, and it is the responsibility of brands and supporting organizations like ours to introduce fresh viewpoints and ideas that improve and enliven their lives. Delivering on this would certainly make for a great 2025!
Visit our blog page to explore more inspiring packaging designs from our clients across the globe. Whether you're looking for fresh design ideas or seeking inspiration for your own packaging project, our blog showcases a diverse range of creative concepts that can spark your imagination and elevate your brand's visual identity.
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