Packaging should never be considered as just a container for products — it’s a storytelling tool, a marketing powerhouse, and a way to align with consumer values. For entrepreneurs and small to medium sized brands, staying ahead of packaging design trends is crucial to getting the edge in crowded markets. to help you keep your finger on the pulse, we explore the trends poised to shape packaging design in 2025, from sustainability to technology-driven innovations.
1. Sustainability: The Cornerstone of Packaging Trends
Sustainability continues to dominate the conversation around packaging, driven by consumer demand and regulatory pressures. According to Esko’s Packaging Trends 2025 survey, 80% of respondents emphasised the importance of sustainable packaging for their business.
Sustainable Packaging Key Insights:
- Eco-Friendly Materials: The shift from multi-layer plastic to bio-based materials like wood-fibre boards and recyclable mono-layer substrates is gaining momentum. For example, Lush Cosmetics leads the way with minimal or “naked” packaging.
- Consumer Preferences: A 2023 global survey revealed that 82% of consumers are willing to pay more for sustainable packaging, marking an 8-point increase since 2021. We feel this trend is going to continue through 2025.
- Regulatory Changes: Laws like the European Packaging and Packaging Waste Regulation (PPWR) mandate recyclable designs by 2030, challenging businesses to innovate.
- Consumer Preferences: A McKinsey study reveals that 90% of younger shoppers are willing to pay more for sustainable packaging, and an overall total of 50% of all consumers willing to pay a higher price.
Practical Tip: Start small. Replace plastic elements with biodegradable options or adopt reusable designs, like Good Vibes Tea’s refillable containers.
Image below: An example of a reusable metal tin packaging design from the Good Vibes Tea brand. Consumers can refill and reuse the tin for many years, and the materials are fully recyclable.
2. Exclusive and Premium Packaging Designs
In a crowded marketplace, premium packaging can elevate your brand. High-end packaging is no longer exclusive to luxury brands — used in the right way it can be a lever for perceived value and an emotional connection.
Exclusive and Premium Packaging Key Insights:
- Reusable Premium Packaging: Utilising materials like metal tins or magnetic closures not only adds a touch of luxury but also promotes sustainability through reusability.
- Minimalism Meets Elegance: Clean lines, embossing, and metallic finishes convey sophistication and appeal to consumers seeking premium experiences.
- Personalised Luxury: Tailored elements, such as handwritten notes or engraved names, create a sense of exclusivity and foster customer loyalty.
Practical Tip: Leverage premium designs for seasonal or limited-edition products to enhance desirability without overhauling your entire product line.
Image below: Two examples of personalised premium packaging. In these examples you can order the products with any message or name which delivers a unique and personal touch to the final product.
3. Technology-Driven Packaging: Smart and Connected Solutions
Technology is revolutionising how brands and consumers interact with packaging. From augmented reality (AR) to AI-generated designs, these innovations enhance engagement and streamline processes.
Key Technology-Driven Packaging Insights:
- Smart Features: NFC tags or QR codes that lead to interactive content, such as product tutorials, are on the rise.
- AI in Packaging Design: Tools like Esko Sales Assistant help brands visualise sustainable packaging alternatives in real-time trackability:** RFID tags ensure authenticity and provide end-to-end supply chain visibility.
Practical Tip: Use QR codes to direct customers to exclusive content or promotions. This affordable tech upgrade boosts consumer engagement.
Image below: Renshaw baking do this really well with QR codes printed on all packaging. The QR code links consumers to the website where they can find out more information about how to use the products, recipes and where their products are stocked. technology like this keeps consumers engaged with your brand, and allows you to both deliver a unique experience and track user data like how many people visit the pages and which products are more popular for this kind of interaction.
4. Minimalism: The Art of Saying More with Less
Minimalist packaging, with its clean aesthetics and focus on essentials, resonates with today’s consumers. It communicates transparency and elegance while reducing material use.
Key Minimalist Packaging Insights:
- Design Simplicity: Apple’s iconic packaging proves that less is often more.
- Eco-Minimalism: Combining minimal design with sustainable materials creates a double impact.
- Psychological Appeal: Research shows that uncluttered designs reduce decision fatigue and enhance the shopping experience.
Practical Tip: Choose a neutral or minimal colour palette and focus on typography to convey brand identity without clutter.
Image below: Apple packaging continues to ooze sophistication and minimalism. Every aspect is well thought out to deliver the maximum excitement during unboxing, but without cluttering the design space. The classic less is more.
5. Data-Driven Design Decisions
Analytics play a crucial role in optimising packaging for cost, sustainability, and consumer appeal. Brands are leveraging tools to track the environmental impact of their designs.
Key Data-Driven Packaging Insights:
- Consumer Insights: Analysing consumer behaviour and preferences allows for the creation of packaging that resonates with the target audience.
- Sustainability Metrics: Tracking the environmental impact of packaging materials helps in making eco-friendly choices that align with brand values. The creation of annual reports and feedback loops to consumers is an important way to stay aligned with consumer expectations.
- Automation for Efficiency: Digital tools reduce errors, save time, and streamline production processes.
- Market Trends: Staying informed about industry trends ensures that packaging designs remain relevant and competitive.
Practical Tip: Invest in data tools to monitor your packaging’s lifecycle, from production to disposal, and identify areas for improvement.
Image below: A laptop showing reporting software for sustainability metrics. Every brand should actively seek out details from suppliers and where possible inform consumers of their targets and achievements. As we have shown above, the insights show that a high proportion of consumers are actively seeking and considering this information before making purchases.
6. The Rise of E-Commerce-Friendly Packaging
With the continued boom in online shopping, e-commerce packaging needs to be durable, cost-effective, and visually appealing.
Key E-commerce Friendly Packaging Insights:
- Unboxing Experience: Creating a memorable unboxing experience can lead to positive reviews and social media shares, amplifying brand reach.
- Durability: Packaging must withstand the stress of shipping to ensure products arrive intact, reducing return rates and enhancing customer satisfaction.
- Eco-Friendly Innovations: Brands like Amazon use recyclable mailers and paper tape to align with sustainability goals.
Practical Tip: Design packaging that is easy to open, recyclable, and enhances the unboxing experience to delight customers and encourage repeat purchases.
Image below: Amazon packaging is one of the best known examples of e-commerce packaging. They have strong ambitions for sustainability goals, and some of the recent additions have been recyclable mailers and paper tape.
Conclusion: Innovate to Stay Relevant
In 2025, packaging will be about more than aesthetics – it will define how consumers perceive and interact with your brand. Whether through sustainability, premium designs, or smart technology, embracing these trends is essential for staying competitive.
Looking to refresh your packaging in 2025? Contact us today through our let’s talk form below to book an introduction meeting where we can discuss tailored solutions for your brand. We have an experienced network of printers and manufacturers with a vast array of sustainable options but it all starts with design. If all your development stages are not aligned to the end goal right from the start, you may have to compromise at a later stage.
Our approach will ensure every aspect is considered from the start, and your vision flows seamlessly through to a desired result. Start your journey to better packaging today, use our form below.
