Four Current Packaging Trends. Anchored in the Culture Surrounding Us.

Our culture is simultaneously curious about technology, over-stimulated, hungry for good stories, and increasingly concerned about the environment. Brands can increase the relevance and appeal of their products by tapping into these four cultural movements in their packaging design.

Augmented reality (AR) is one of the latest and most advanced tools for storytelling. It not only feeds our curiosity for technology but also enriches the consumer experience.

Australian wine producer 19 Crimes uses AR to set their bottles apart from those of their competitors. Each label holds an authentic story about a criminal Englishmen that comes to life via the brand’s app. If you want to know the full story, you’ll have to collect all 19 crimes – better get drinking!

Minimalism is another way to stand out from the crowd. Brands tidy up their packaging design and reduce splashes and unnecessary elements.

Danish distillery Empirical Spirits takes minimalism to the extreme. The label is pure function and resembles something made in Word. The Ordinary, Aésop and Le Labo have also shaved their expression down to a minimum. The result is an anti-commercial expression, a quiet rebellion in these over-stimulated times.

Storytelling (still) sells. Advanced technology is not the only way to tell a good and captivating story. Illustrations, materials, naming and copy-writing can also help tell a great story.

Candy brand Not Pot is one big holistic story – from name and tone of voice to illustrations and packaging. Every element not only reflects the story about the hemp-based products that do not make you high but also supports their beneficial effects: A positive and down-to-earth tone of voice supports that the products can work to relieve stress, anxiety, pains and bad vibes.

Green packaging, green conscious. 2018 was a year of green branding. And 2019 will only add to this trend. Packaging will remain important in this war on plastic and help companies fulfil their environmental ambitions.

Shopping platform Loop also reflects this circular mindset. TerraCycle runs the initiative and collaborates with international companies like Procter & Gamble, Nestle, and PepsiCo. Loop delivers everyday essentials in durable, feature-packed designs that will be picked up and cleaned when they are empty.