Pentawards, with over 2,000 entries from more than 64 countries, offered a unique vantage point on the latest trends and innovations in packaging design worldwide. From this rich pool of creative talent, the Pentawards team identified 10 key trends, each poised to shape and inspire packaging design in the coming year. Some trends reflect a natural evolution from last year’s observations, while others represent fresh, pioneering directions that promise to influence the future of packaging design.
Design with purpose
Packaging with a purpose is far more than decoration; it’s about creating impact. Take LA PITA’s BOSAI GIFT – a product aimed at promoting disaster preparedness in earthquake-prone Japan. This packaging doesn’t stop at protection; it also doubles as a lantern, a literal light in the darkness when needed most. Similarly, CAT FOOD’s packaging taps into empathy for stray animals, using heartwarming illustrations to connect with pet lovers. Another gem, OMel, went as far as embedding a story of sustainability directly into the packaging, which serves a second life as a pre-built beehive, reminding consumers of the essential role of bees in our ecosystem.
This trend speaks to the growing desire of consumers, especially eco-conscious Gen Z, to see products that resonate with deeper values. As Anita Kuit from The Walt Disney Company puts it, “Packaging designed beyond the core purpose of protecting and selling a product. It’s a canvas to deliver a brand’s responsible values and connect on an emotional level. It can change how consumers think, feel and act. Creating more meaningful experiences in a world where connection is more important than ever.”
Moving parts
Innovative uses of paper packaging are enhancing the unboxing experience for consumers, adding both value and an environmentally conscious dimension to product delivery. This trend not only elevates brand interaction but also effectively conveys essential product information, reflecting a growing commitment to sustainable practices in packaging. In the case of Stereoscope’s coffee collection, designers crafted pyramid-shaped boxes that resemble mountains and cleverly interlock for sustainable shipping. Over at Soapume Papier, sliding paper sleeves replace plastic soap cases, while Shanghai Key Advertising’s designs for Let’s Care introduce a dynamic blend of envelopes and all-purpose boxes to reduce waste. Each example shows how packaging can elevate unboxing experiences while prioritizing environmental consciousness.
For packaging enthusiasts like Jon Marshall, partner at Pentagram, this shift is exciting: “It’s great to see the imaginative use of paper and cards as alternatives to single-use plastic. Some brands playfully combine paper and print processes with structure and die-cuts to create movement, enhancing the unboxing experience and engagement with product information.”
Back to basics
Luxury is being redefined through simplicity, with high-end brands opting for minimalist, label-free designs that let their products speak for themselves. dMANNER, for instance, displays its chilled white wine in an angular bottle free of labels, while Denomination’s label-free wine bottle carries branding elements through glass etching. This approach not only reduces waste but harks back to an era when product quality, rather than excessive ornamentation, was the defining feature.
Jo Smith from Diageo captures this balance: “It is clear to see that the luxury segment is embodying sustainability, but they are also bringing beauty, showing that sustainability and beauty are not two separate entities and together luxury, beauty and sustainability can work coherently to create minimalist design that is desirable to the consumer to help change the future of the planet.”
The art of subtle details
There’s a unique charm in subtle packaging details that bring character without overtaking the product. Ca’ del Bosco’s ‘Carmenero: Rivelazione’ wine captures this perfectly with a wolf in lamb’s clothing metaphor, featuring a blind-embossed cloak that, when lifted, reveals the true nature of the wine within. Another example, MIAO’s Craft Beer, adds cat ears to its beer bottle to playfully connect with relaxation, while Cutthroat Gin channels a steampunk vibe with a diagonal ‘cut’ across the bottle.
As Johanna Augustin of Pond Design suggests, “Incorporate unexpected and subtle details to create an even stronger emotional bond.”
A closer look
In a trend reminiscent of shadow play, brands are embracing packaging designs that reveal and accentuate the product inside. Iwatale Pickles’ packaging draws on traditional Japanese paper cutouts to bring folktales and cultural narratives to life. When the pickles are finished, the packaging transforms into a tea-light holder, casting magical shadows. Nettle’s jars, meanwhile, showcase their sharp, tangy contents through clean, elegant designs.
Miriam Frescura, of Auge Design, describes the beauty of transparency: “Glass jar transparency transforms food into vibrant canvases for bold, impactful graphic elements. This distinctive solution adds an artistic voice, giving the jar a second life as a stylish, decorative design object that preserves elegance.”
Making a statement
In a world of visual noise, some brands are choosing bold, direct messaging on their packaging to stand out. Nespresso’s recyclable coffee capsules come with a clear message: “If you’re not going to recycle, please don’t buy our capsules.” ROBBER GIN takes a playful approach with its UV-reactive packaging, making “YOU ARE UNDER CONTROL” appear as “YOU ARE OUT OF CONTROL” under ultraviolet light. This bold typography trend gives brands a voice that is as unforgettable as it is impactful.
Paul Roeters from Studio Kluif emphasizes, “In a world of visuals, make your statement unforgettable. Be bold, never regular!”
Shadow play
Drawing on the visual appeal of silhouettes, brands are crafting minimalist designs that evoke nostalgia and elegance. Prosperous Chang’an’s tea packaging, inspired by Tang Dynasty tea culture, employs gold and silver silhouettes to connect its product with history. Quadraft Brewing’s Zoo wild ale packaging, with animal silhouettes, embodies a love for the natural world. These designs, stripped of excessive detail, create a timeless visual language.
Mario di Paolo of Spazio Di Paolo explains, “This technique takes us back in time to the beginnings of graphic design, where attention to content, especially in advertising posters, was enhanced by this technical minimalism, increasing attention to the communication itself. The elimination of shades and three-dimensionality combined with a distinctive colour contrast makes it extremely effective also in today’s packaging design.”
Layering up
Some packaging tells a layered story – literally. Clos du Val Bernard’s wine packaging combines layers of historical imagery to celebrate the winery’s legacy, while Terroir 41º N, 0º E wine uses distinct papers for each grape variety, giving depth to the story of the blend. Through these tactile layers, brands invite consumers on a journey that goes beyond the bottle.
Stefano Pistoni from UPM Raflatac calls it an artistic storyteller: “In the realm of packaging design, ‘Layering Up’ emerges as an artistic storyteller. Labels become canvases, revealing narratives through clever overlays. The label material isn’t just a medium; it’s a gateway to a world of hidden tales and discoveries.”
Rock textures
Some brands are taking a grounded approach to their design by embracing rock textures, creating tactile connections that reflect natural origins. Shenzhen Red Pony Design’s packaging for Snow Algae Essence mirrors snowy terrain, while Istriana’s olive oil bottle incorporates red earth pigments from olive groves, grounding the product in its place of origin.
Jude Maba of Estudio Maba points out, “Texture conveys authenticity, honesty, and a sense of natural craft.”
All about the numbers
Digital technology is finding its way into the heart of packaging, with designs incorporating QR codes and augmented reality to deepen consumer engagement. Iwatale Pickles offers a QR code to access folktales about its products, and Casa Marrazzo 1934 lets customers scan jars for more information on heritage. In an age of immediacy, this blend of physical and digital realms offers endless possibilities for immersive brand storytelling.
For today’s brands, the packaging landscape is no longer limited to protecting a product – it’s about narrating its story, standing for values, and inviting interaction. As these trends demonstrate, packaging is evolving to do much more than look good on a shelf; it’s becoming a powerful tool for positive influence, authentic engagement, and artistic expression.
