The Future of Packaging is Bold, Smart & Sustainable
As we move into 2025, brands are pushing the boundaries of design, embracing eco-conscious materials, bold aesthetics, and interactive experiences to stand out in an increasingly competitive market.
Let’s dive into the 10 biggest packaging design trends of 2025 and explore how brands are redefining the way we see, feel, and interact with products.
1. Sustainable Materials
It feels very wrong to place something so important as this into a list of ‘packaging design trends’ – because for me, the word ‘trend’ puts the focus in the wrong place. Never the less, it will shape packaging in 2025, in I’ll jump straight in and start with the most important changes to packaging first.
Sustainability has evolved from being a trend to a business imperative. With increasing consumer demand and tightening regulations, brands are being pushed to adopt eco-friendly packaging materials that minimise waste and reduce their carbon footprint.
A significant driver of this movement is legislation. The European Union’s Packaging and Packaging Waste Regulation (PPWR) mandates that companies reduce single-use packaging and transition to recyclable and reusable alternatives by 2030 (IFCO). Meanwhile, brands worldwide are investing in materials like:
- Mushroom-based materials – A biodegradable, compostable alternative to polystyrene.
- Seaweed-based materials – Edible and dissolvable, ideal for food packaging.
- Recycled paper and cardboard – Cost-effective and widely accepted in recycling streams.
Consumer expectations are also changing. Studies show that 70% of shoppers are willing to pay extra for products with sustainable packaging. Packaging waste contributes to about 5-10% of a product’s total carbon footprint, making sustainable choices a key strategy for brands looking to lower their environmental impact.
With sustainability becoming a consumer expectation rather than a differentiator, brands must think beyond just using green materials. Communicating how their packaging reduces waste and enhances recyclability will be just as important as the materials themselves.
2. Minimalist and Transparent Designs
Minimalist packaging isn’t new, but it’s still one of the most significant packaging design trends in 2025, as it evolves to prioritise clarity and transparency. Consumers value simplicity and honesty, and brands that communicate their product’s quality without overwhelming graphics and text are winning shelf space.
Minimalist packaging focuses on clean lines, neutral colours, and legible fonts, making the product feel more premium and trustworthy. It will remain particularly dominant in industries like:
- Beauty and skincare – White, beige, and pastel packaging with sans-serif fonts.
- Food and beverages – Clean labels highlighting simple, natural ingredients.
- Technology – Sleek, no-frills packaging with an emphasis on the product.
Brands like Aesop and The Ordinary have perfected minimalist packaging, proving that less really can be more.
3. Bold and Playful Typography
Typography is becoming the star of the show in packaging design. Instead of relying on images or graphics, brands are using big, expressive fonts to create personality and excitement. In 2025, brands are experimenting with:
- Handwritten fonts – Giving products an artisanal, handcrafted feel.
- Oversized, bold lettering – Making packaging instantly recognisable on shelves.
- 3D typography – Creating depth and tactile engagement.
This trend is especially popular in snack foods, beverages, and cosmetics, where brands want to convey energy and fun. Companies like Tony’s Chocolonely use bold, colourful fonts to reinforce their brand identity and message.
4. Retro and Nostalgic Elements
One of the most interesting packaging design trends, which is more of an underlying brand trend, as vintage versions of the brand start to make a come-back. This can be seen across a range of mainstream brands such as; Pepsi, Burger King, and Kentucky Fried Chicken
Nostalgia sells, and in 2025, brands are leaning into retro packaging to evoke emotion and brand loyalty. This includes:
- Vintage typography – Inspired by the 70s, 80s, and 90s.
- Muted, warm colour palettes – Soft pastels and faded tones.
- Illustrated designs – Hand-drawn or cartoon-inspired elements.
Brands like Pepsi have already brought back vintage logos and designs, appealing to both millennials craving nostalgia and Gen Z consumers who find retro designs fresh and unique. It’s worth noting some recent high profile rebrand mistakes, such as Saint Laurent, which recently reverted back to it’s original logo after just a few years.
5. Smart Packaging with QR Codes
Technology is shaping packaging design, with QR codes and NFC tags becoming standard features. These digital elements allow brands to:
- Provide additional product information without cluttering the label.
- Enable interactive experiences, such as tutorials and AR features.
- Improve traceability and authenticity, particularly in luxury goods.
Supermarkets like Tesco, Ocado, and Morrisons are leading this trend by replacing traditional barcodes with QR codes on milk cartons, improving efficiency and recyclability.
6. Maximalist Designs
Minimalism may be a dominant trend, but in 2025, maximalism is making a bold comeback. Where minimalism is subtle and restrained, maximalist packaging is loud, expressive, and unapologetically bold.
- Vibrant colour palettes – Clashing hues and gradients for high-impact visuals.
- Intricate patterns and illustrations – Adding detail and storytelling.
- Layered typography – Overlapping or multi-directional text.
Brands embracing maximalism are rejecting the idea that less is more—instead, they want packaging to be eye-catching and memorable. Industries like craft beer, cosmetics, and confectionery are leading the charge, using intricate and chaotic designs to create instant shelf appeal.
A great example is Oatly, whose packaging features bold text, quirky illustrations, and a playful mix of colours, making it instantly recognisable.
7. Nature-Inspired Palettes
As sustainability takes centre stage, nature-inspired packaging is gaining momentum. Consumers associate natural colours and textures with eco-friendliness, wellness, and authenticity, making this trend particularly popular in organic food, skincare, and health-focused brands. Key features of this trend include:
- Earthy tones – Greens, browns, soft blues, and warm neutrals.
- Organic textures – Kraft paper, uncoated cardboard, and textured labels.
- Hand-drawn botanical illustrations – Reinforcing the connection to nature.
The body Shop is a great example of this trend, using recyclable black pots and simple paper wraps to highlight their natural ingredients and eco-friendly values.
8. Personalised Packaging
Customisation is taking packaging to the next level, making products feel exclusive and personal. In 2025, brands are leveraging digital printing and AI to create limited-edition and customised designs tailored to individual consumers. Popular personalisation techniques include:
- Name-based packaging – Like Coca-Cola’s famous “Share a Coke” campaign.
- User-generated designs – Consumers submit artwork or colour preferences.
- Custom QR codes – Linking to personalised digital experiences.
One of the most famous examples of this is Nutella’s custom jar labels, where consumers can print their names directly on the product. This creates a sense of ownership and emotional connection, driving engagement and brand loyalty.
9. Unconventional ‘Chaos’ Packaging
In a world where advertising costs are rising and shelf space is limited, brands are pushing boundaries with chaos packaging—unconventional, disruptive designs that demand attention. Chaos packaging includes:
- Unexpected product formats – Ice cream in a deodorant stick or sunscreen in a whipped cream can.
- Random typography and clashing visuals – Purposefully disorganised designs.
- Unusual material choices – Textured, holographic, or metallic packaging.
This trend is best seen in brands like Liquid Death, which packages water in beer-style cans to stand out in a market dominated by plastic bottles.
10. Enhanced Unboxing Experiences
The last, but by no means least, in the top 10 packaging design trends in 2025 is the focus on creating a premium unboxing experience.
The unboxing experience is no longer just a moment—it’s a marketing tool. With social media influencing purchasing decisions, packaging that delivers a unique and interactive experience can significantly boost brand visibility. Elements that enhance unboxing include:
- Magnetic closures or layered reveals – Creating anticipation.
- Custom inserts and tissue wrapping – Adding a luxurious feel.
- QR codes and AR experiences – Allowing digital interaction.
A premium unboxing experience is particularly popular in subscription boxes, high-end electronics, and luxury fashion. Apple, for example, has mastered unboxing with its sleek, slow-revealing packaging that adds to the premium feel of its products.