packaging trends unwrapped

A powerful tool

Packaging builds the personality of a product. It carries both emotional and rational values that connect the product with consumers in a very direct way. On the emotional side, it creates identity, trust and attachment. On the rational side, it communicates clearly what the product offers, why it serves that consumer and what differentiates it.

Packaging is also the most powerful tool a brand has to express its purpose and values, reflecting what the company stands for. This could be a commitment to sustainability, offering greater convenience, telling the story and origin of the product or making its traceability transparent. It is the moment when promises become tangible and purpose is transformed into a meaningful experience for the consumer.

Adaptability is key

In challenging times, competitiveness is driven by having a deep understanding of your consumers. Not only who they are, but everything from their needs and demands to their desires. If brands only meet their basic needs, consumers will naturally look for the lowest possible price. However, when a product delivers value, it enhances the cost-benefit equation.

But a word of caution – when budgets are stretched, companies cannot expect a one-size-fits-all approach to work. In challenging times, producers need to make their packaging work like chameleons, shaped and tailored to various audiences, spanning different consumption levels and anticipated added value. Strategic marketing approaches are also essential, from collectible editions and limited releases to festive variations. These strategies shift products away from being just necessities onto a different ‘desirable’ list.

Recognizing design language

It’s important to recognize that packaging design carries a strong cultural dimension. Designs reflect messages to consumers subconsciously. What works in one region may not work in another, so brands need to deeply understand the culture of the society and audience they want to engage with.

Each product category tends to carry its own design language. For example, baby products often use soft colors and gentle textures to convey peace and harmony. In contrast, products for toddlers rely on vibrant colors, bold fonts and dynamic designs to reflect their energy. Men’s products traditionally lean toward minimalism, strength and references to movement, with darker tones and strong typography. Products for women tend to highlight detailed information, whether about functionality, health or performance, often with more expressive visuals. However, brands may break these conventions to build differentiation or forge new connections.

Future focus: efficiency and sustainability

The packaging industry continues to evolve in two key directions: efficiency and sustainability. On one side, there are disruptive innovations that can change the landscape completely, like recent technological developments in coating barriers.

On the other, most progress is incremental, improving existing materials and designs to make them more efficient and sustainable. This can mean packaging that uses less material but offers higher resistance, solutions that improve logistics efficiency or designs that enhance machinability and overall performance.

Artificial intelligence (AI) is also playing a growing role, helping to optimize structures, predict performance and make smarter use of available materials. This drives greater precision in packaging development, whether through more efficient design or mono and combined materials.