In today's competitive market, packaging innovation plays a crucial role in helping brands stand out while meeting evolving consumer expectations. At London Packaging Week 2024, a gathering of industry experts and key figures shared their insights on the trends shaping the future of packaging. From bold design choices to sustainable solutions and inclusive practices, this panel discussion revealed valuable lessons for brands looking to push boundaries. Here, we unpack the key themes, offering a glimpse into the exciting future of packaging innovation.
The panel included experts Lisa Meade, Head of Structural Packaging at Kingfisher; Nikki Grainge, Packaging Technician at Marks & Spencer; and Adam Ryan, Head of Pentawards. The trio had been part of the judging panel for the London Packaging Innovation Awards, which were launched in 2024 to showcase and recongise the best of the best UK packaging products. The engaging dialogue not only celebrated standout designs but also illuminated the trends and expectations that are shaping the future of packaging. Here, we explore the key themes that emerged from their insightful reflections to help brands get ahead when it comes to standing out from the crowd.
Bravery in Design
One of the key highlights of the discussion was the emphasis on bravery in packaging design. Lisa Meade points to a particularly daring decision made by Coca-Cola with its Sprite brand, which stripped away all colour signals from its packaging. Meade notes, “It was a quite brave piece of work, removing all of the colour signals, I think that was a really brave decision for them to do that.” This bold move challenges conventional expectations, pushing the boundaries of what consumers anticipate on store shelves.
Meade’s appreciation for this risk-taking in design set the tone for the conversation, revealing an obvious but sometimes feared truth; the willingness to experiment can yield significant rewards. “I thought again it was a really interesting space to play in, and I really hope in the future we see more in the reuse space,” Meade continued, indicating a growing trend in sustainable packaging solutions.
This passion for reuse is particularly relevant as regulatory frameworks evolve. With the upcoming EU Packaging Waste Regulation Directive highlighting the importance of reusability. Meade’s insights underscore the potential for brands to lead the charge in this area, “I think reuse is going to be a huge part of the future, particularly from 2030 onwards, and I hope more and more people play in it. That is definitely the big one for me.” By being brave and thinking about the future challenges when designing now, the brands willing to innovate in this space may find new avenues for growth.
Functionality Meets Sustainability
Nikki Grainge, who was previously Packaging Development Manager at Waitrose & Partners, offers a contrasting yet complementary perspective by highlighting the functional aspects of packaging. While acknowledging the aesthetic appeal of innovative designs, Grainge places equal weight on their practicality and sustainability. “This will probably get the biggest yuck of the day, but one of my favourite was a peachless pad meat tray,” she said, apologising for the unappetising nature of her example. Yet, her enthusiasm for the tray’s design was clear as she elaborated on its functionality. “The great innovation here actually gets rid of something, we are taking out and reducing the amount of plastic while creating a very functional built-in lock-tight drip tray,” she adds “I was just really excited by this from a professional point of view and thought it was amazing and would help me deliver against targets.”
Grainge’s focus on functionality reflects a broader industry shift toward designs that serve practical purposes while also being environmentally friendly. “This is the kind of the first one that we’ve seen, and I’m really pleased to see everyone looking at innovation and taking it seriously,” she remarked, indicating that the sector is beginning to prioritise designs that support sustainability goals.
Additionally, Grainge emphasises the need for personalisation in packaging, which adds another layer to the functionality aspect. She shared an example of a printed label system that creates unique designs for each product, stating, “Every label that is produced has a slightly unique pattern to it.” This innovation not only appeals to consumers’ desires for individuality but also opens up possibilities for collectible packaging. The panel’s insights suggest that personalisation is now an essential avenue for brands aiming to foster deeper connections with consumers who are wanting more from them.
Creative Collaborations and Accessibility
When exploring the impact of creative collaborations in packaging design, Adam Ryan draws attention to a standout example involving Lush and SpongeBob SquarePants, specifically the “Crabby Barfi Burger” packaging. “What I love about it is the brief was to produce something that looks like it’s in a fast-food restaurant, but with using no glue,” Ryan explained. The clever design by Box Mark, which uses friction from the folds to ensure the packaging stays together, emphasises sustainability while tapping into the nostalgic appeal of the beloved animated character.
The enthusiasm for this collaboration extends beyond aesthetics for Ryan as it was part of a meaningful initiative. “It’s all about an initiative called Operation Sea Change, which is highlighting the 11,000,000 tonnes of plastic that still goes into our oceans,” he said. This alignment with a worthy cause not only enhances the packaging’s appeal but also resonates with consumers who prioritise sustainability.
The success of this collaboration was evident in its sales figures, which Ryan outlines “it did tremendous in sales in the first week, it sold 1.3 million units. It was up 90% on the website and it was up 29% compared to last year in terms of sales,” demonstrating the power of effective packaging design combined with a strong narrative.
Throughout their discussion, the panel underscore the critical importance of inclusivity and accessibility in packaging design. Reflecting the growing awareness among industry leaders that the responsibility lies with them to foster a culture that priorities diverse consumer needs, Grainge asserts “we’ve got to change behaviour; we’ve got to get excited about it.” Ryan reinforces this call pointing out a sombre reality that “1.3 billion people now are classed as disabled, which is 1 in 6 people across the world. We know sustainability is a really big issue right now, but I think accessibility is the next one coming and we need to think about how we can design for everyone.”
As the industry comes to terms with this, it remains to be seen how it tackles the necessity to cater to a broad spectrum of consumer needs. However, Ryan’s remarks do serve to reveal the importance of recognising this demographic when designing packaging.
Expectations for Future Entries
So how can you make sure that your next award submission pops off the page and creates a buzz amongst the judges. Well, the panellists outline several expectations for future entries, emphasising the importance of clarity and detail in submissions. Meade articulates the need for brands to bring their submissions to life and encourages entrants to provide comprehensive information about their packaging’s unique features and sustainability measures, ensuring that judges can fully appreciate the innovations presented. “It’s all about the submission and bringing the submission to life. You need to do a sort of 101 style breakdown of what your product and packaging is and bring it to life with the details surrounding it, include sustainability stats and consumer data. As a judge, it really is quite saddening when you have to go on the website and dig around yourself and the submission doesn’t contain the data we need.”
Grainge echoes this sentiment, urging brands to convey their passion through their submissions. “Bring your innovation, bring your passion, bring what bugs you the most because that little change actually won't necessarily just be affecting you it will be affecting everyone else. We want the submission to make us think and if it makes us talk then that is one of the best things we can do as jurors. To actually talk to each other about it and then we start talking on our socials about it and then we start talking back at the office about it. So, bring your passion because we've got to start making a change and, quite frankly, it starts here.”
For Ryan, simplicity and being concise were key, “it is great to have a nice summary,” he continued “I think it’s best to think of it as an elevator pitch, so having that one sentence to explain what actual product is and the process behind it, which presents it clearly to the judges.”
Market Trends and Consumer Expectations
Beyond the specific themes of bravery, functionality, inclusivity, and collaboration, the judges also discussed broader market trends shaping consumer expectations. Ryan points out that sustainability has shifted from being a niche concern to a fundamental expectation among consumers. “The data shows that consumers are looking for brands that prioritise sustainability,” he noted, emphasising the importance of aligning packaging strategies with evolving consumer values.
For Meade, transparency is key to meeting these consumer expectations. “Customers want to know what’s in their packaging, how it’s made, and what happens to it after use,” she stated. This trend towards transparency is driving brands to adopt more sustainable practices and communicate their efforts clearly to consumers. Grainge also highlighted the role of innovation in staying ahead of market trends. “Brands that invest in innovation are more likely to capture consumer interest,” she noted. This insight suggests that companies should not only react to trends but also proactively shape them through strategic innovation.
The insights shared by Nikki Grainge, Lisa Meade and Adam Ryan at London Packaging Week illuminate the dynamic interplay that is happening innovation, sustainability, and consumer engagement within the packaging sector. As brands navigate the complexities of designing impactful packaging, the reflections from the panellists serve as a guiding light for those looking to make their entries, and more importantly, their products stand out.
From the bold decisions exemplified by Coca-Cola’s Sprite packaging to the meaningful collaborations between Lush and SpongeBob SquarePants, it is clear that the packaging of the future must not only fulfil functional needs but also resonate with consumers on an emotional level. The emphasis on reuse, inclusivity, and authentic storytelling will be essential for brands aiming to make a lasting impression in an increasingly competitive market. By embracing these principles, brands can pave the way for a more inclusive and sustainable future in packaging.
To hear more insights from other leading experts in packaging and sustainability and learn more about the Innovation Awards 2025, register your interest in attending London Packaging Week 2025, which takes place on 15 & 16 October 2025 at the Excel London today!