The first-ever London Packaging Week Innovation Awards Finalist Report is now available, offering an exclusive look at the UK’s most imaginative, bold, and sustainable packaging from the most recent group of winners.
The Innovation Awards celebrate the nation’s most creative packaging minds, recognising the fusion of artistry, technical skill, and brand storytelling. In 2025, the awards evaluated more than 120 entries, with 80 finalists shortlisted across 13 categories, highlighting designs that push the boundaries of what packaging can be.
The report uncovers the trends shaping the future of packaging. Sustainability is evolving from restraint to mastery, with finalists like Diageo’s Johnnie Walker Black Label paper bottle and Flora’s wet-moulded fibre tubs proving that circular materials can rival traditional plastics in strength, functionality, and shelf appeal. Luxury cues such as tactility, precision, and refined finishes are migrating from high-end boutiques to everyday categories, evidenced by Spudos Crisps’ playful eco-design and The Jolly Hog’s craft-led bacon packaging. Packaging is also emerging as a narrative medium: Hendrick’s Gin’s Whimsical Watering Can, Bowmore’s artist-collaborative whisky packs, and Manchester United’s collector boxes transform containers into immersive storytelling experiences, combining ritual, heritage, and cultural resonance.
Functionality has become a driver of desirability. Smart, well-engineered packs like Charlotte Tilbury’s refillable vanity case, Lola’s Cupcakes easy-carry boxes, and Inside Story’s interactive wine labels demonstrate that packaging can work harder, delight consumers, and deliver multiple forms of value beyond protection or shelf presence. Seasonal and experiential packaging is redefining gifting, from Harrods’ 25-day luxury advent calendar to Lindt’s 5ft-tall chocolate countdown, creating moments of theatre, anticipation, and emotional connection that endure well beyond the unboxing.
Cross-sector collaboration is unlocking new levels of creativity. Glenmorangie x Azuma Makoto fuses whisky with Japanese floral sculpture, Macallan x Bill Amberg Studio merges distilling heritage with leather craftsmanship, and Hennessy X.O’s Spirit of Travel celebrates global design dialogue. These partnerships demonstrate that the next breakthrough in packaging may come as much from the studio next door as from the lab, proving that artistry, craft, and innovation can converge to redefine consumer experiences.
"The Innovation Awards don’t just celebrate what’s been achieved, they set the tone for what’s next,” said Casey McHugh, Conference & Community Manager at Easyfairs. “Each year, the finalists show the direction the industry is heading, from cutting-edge sustainability to elevated design and immersive storytelling. Looking at these entries, you get a glimpse of the future of packaging and the creative standards that will shape the market for years to come."
With preparations for the 2026 Innovation Awards already underway, the 2025 Finalist Report provides an essential guide to the ideas, trends, and collaborations defining the future of UK packaging.
“Beyond inspiration, the Finalist Report serves as a practical resource for brands, designers, and technologists,” she adds. “It captures trends, innovation strategies, and emerging techniques, providing insight into what works, why it works, and how it can be applied. These awards have always been a compass for the sector—highlighting the ideas, materials, and collaborations that will influence both everyday products and luxury experiences alike."
The 2026 Innovation Awards, sponsored by Nuon, span 23 categories across Premium & Luxury Packaging (Packaging Première), Personal Care & Beauty (PCD), Premium and Drinks (PLD), Food, Consumer & Homeware (Food & Consumer Pack), and Sustainability, reflecting the full breadth of the packaging industry. Categories recognise everything from everyday consumer products to hyper-luxury creations, and from design innovation to measurable commercial and environmental impact.
Entries are free until Friday 24 April 2026, and winners and finalists will be showcased at London Packaging Week on 16 & 17 September 2026 to a crowd of industry leaders and influencers, offering an unrivalled platform to highlight innovation and inspire the wider sector.
Download the 2025 Finalist Report here to explore how sustainability, storytelling, cross-sector collaboration, and premiumisation are transforming packaging into a powerful vehicle for creativity, culture, and consumer connection.