Think Tank, a leading UK bespoke packaging design agency, has revealed its predictions for packaging trends for this year. Nick Seston, Head of Creative Production at Think Tank, shares his insights into what upcoming trends are growing and continuing in 2025 and how his expertise can help brands navigate what and where to invest in when it comes to packaging this year.
Any and all aesthetic can be made sustainably - you don't need to compromise on your brand's look
When it comes to a brand's identity, an ongoing theme we have seen over the last few years is that the more minimalist a brand’s aesthetic is, the higher the likelihood it is of it being sustainable. Brands are even more conscious now of how their product is being packaged and are willing to change their look to improve their environmental effect. However, here at Think Tank, we feel strongly that no compromises are needed on your brand's personality to ensure it's sustainable.
A brand’s ideal packaging can achieve sustainability efforts without its look taking a hit. No matter what aesthetic you’re trying to achieve, there are plenty of options out there to make a maximalist look and be sustainable such as swapping plastic for paper and cardboard, all made from recycled stock. Over the coming months, packaging will continue to make a splash but consumers will see even the bold branding can be sustainable.
Growing opportunities to be creative with unique materials
It has become evident that consumers will strive to buy products with less plastic and more environmentally friendly packaging. Industries notorious for their plastic heavy, non-reusable packaging like cosmetics are now looking to switch to a sustainable packing and wrapping system. We have had more enquiries now than ever before for more reusable and refillable packaging.
There is now an even more growing appetite for industries to make use of the creative sustainable materials being used in packaging. There are really some exciting developments exploring things like mushroom packaging - a mycelium based packaging alternative to polystyrene that is fully degradable in 45 days - as well as bamboo pulp and paper pulp.
We will see companies investigate and experiment more over the next year, brands now have even more options and opportunity to play around with ambitious and practical mediums to find the right packaging for them. For instance, I’m really excited about the transition of ASMR sensory marketing from online platforms into real world packaging. It has the ability to elevate textures, colours and sounds of luxury and bespoke packaging to create a unique sensory experience for the consumer.
Emphasis on the lifespan of reusable packaging
A growing trend we will see continue throughout this year is brands making small differences to create longevity not only within packaging but how consumers shop with them as an experience. We have seen bigger brands investing in bespoke tote bags to allow for multiple uses after purchase and again eradicates promotion of single-use plastic. These luxurious, bespoke totes also have an added bonus of being reused for their purpose because they are such high-quality; more people are inclined to use these again in comparison to previous unwanted, cheaply made totes that are, themselves, often treated like single use bags. These large companies are making small changes that have a greater impact and we will see a domino effect of this happening across those small to medium-sized businesses too.
More and more everyday products such as coffee pods or razors will start to have that luxurious edge as they become tailored to the consumer. These products are made with more environmentally responsible materials and they encourage under-consumption as they are subscription based and therefore only purchased when needed . We will see this spread throughout household items such as laundry detergent, where the initial product purchase will include all the tools needed so subsequent purchases provide the customer with a refillable item, removing the need for any further packaging
SMART packaging - customers being taken on a journey during the un-packing process
SMART technology is becoming much more common and I think we will see many brands become more experimental with packaging and how tech can fit into this. We will see an increase of the digital integrating into the physical packaging especially as it begins to also offer solutions to things like theft and product security
At Think Tank, we offer advanced solutions to our partners to showcase how virtually anything can include a connectivity element. There is room for brands to increase the functionality of their packaging to create a whole experience that includes the online space, extending the lifespan of the packaging well beyond the unboxing experience. Over the course of 2025, it will not just be about the product but an experience from purchasing to unboxing.
Younger generations are thoughtful consumers. Are Gen A the first Sustainable Native generation?
One of the key target audiences in today’s society is the younger generations. The younger consumers, like Gen Z and now even Gen A, not only care more about how sustainable a product and packaging is, they also care about how the packaging looks. Whether it's a retro feel or that minimalist look, packaging is that first interaction when considering the purchase of a product and therefore pushing the boundaries of creativity when it comes to packaging. It’s super important to be ahead of the curve here, Gen A will most likely be the first ‘Sustainable Native’ generation, in a similar way that Gen Z were the first ‘Digital Natives’. Businesses should already be brainstorming how to update their packaging to win this generation over.
Brands will become increasingly more aware of this consumer and how to build their branding around them. Packaging is the first point of contact for this Gen A audience who are, more and more, looking for a sensory experience. It is important to impress them in terms of look, feel, smell and reusability and recyclability as they begin to understand the effects of plastic and disposable packaging on the world they are inheriting.
Beauty industry is changing for the better
There is a palpable shift within the beauty industry when it comes to packaging. Reusable and refillable products such as perfume and lipstick are now almost commonplace so it sparks the question, what next? Throughout 2025, cosmetic businesses will continue to move away from their previous traditional packaging, we anticipate a lot of exciting innovations. As recognised authorities in this field, Think Tank have already been approached by many household name brands on alternatives to single-use plastic packaging. Forwarding thinking companies are considering how best to package sustainability and what options there are.
It is encouraging to see that brands are now more than ever, willing to invest in their packaging. Cheap plastic is no longer ‘cheap’ when measured against the cost of the environmental impact. Brands now need to appeal to an audience with a deep understanding of this and invest in cost-effective long lasting products and packaging.
Packaging has evolved significantly over the last year, and this trend will continue. It is a very exciting time with so many different options and solutions. To see how businesses and brands are already breaking boundaries, you can find out via Think Tank: https://www.thinktankcreative.london/