2025 Packaging Design Shake-Up: What’s Changing and Why Brands Should Be Worried

View on Amazon

The packaging industry in 2025 is poised for transformation, blending nostalgia, cultural resonance, and cutting-edge sustainability. Drawing from global design insights, this article explores the trends and challenges shaping packaging design, offering actionable strategies for brands to stay ahead, save costs, and connect with consumers. From evolving aesthetics to navigating regulations, here’s what you need to know to thrive in 2025.

Moving Beyond the Gen Z Aesthetic

The vibrant, maximalist Gen Z aesthetic—think bold colors, quirky typography, and chaotic layouts—has dominated recent years. However, as Fred Hart, an independent brand consultant, notes, mimicking this style is losing its edge. Brands like Liquid Death, Rhode by Hailey Bieber, and Skims succeed by prioritizing authentic audience connection over trendy visuals. In 2025, expect agencies like Day Job, Center, Gander, and others to redefine Gen Z’s look with nuanced, audience-driven designs. For example, Happy Viking’s packaging uses bright, consumer-first typography and clear data to engage in eight seconds or less, proving that clarity and personality can outshine cliches.

Actionable Tip: Avoid generic trends. Conduct deep audience research to craft designs that resonate uniquely with your target market, ensuring differentiation in a crowded space.

View on Amazon

Culture as a Superpower in CPG

Food packaging is becoming a cultural bridge, especially in consumer packaged goods (CPG). Designers are shaping experiences that celebrate global flavors, textures, and product formats. Bowie’s Leria-inspired acai frisas packaging, with its vibrant colors and culturally rooted layout, exemplifies this trend. Major CPG brands are expected to lean into this, innovating not just in flavors but in how packaging tells a cultural story, extending beyond food into other product categories.

Actionable Tip: Integrate cultural elements into your packaging design to create emotional connections, but ensure authenticity to avoid alienating diverse audiences.

View on Amazon

Sustainability: Balancing Planet, Cost, and Experience

Sustainability remains a cornerstone of 2025’s packaging landscape, but it’s not without challenges. Chris Wilson of Stickman highlights the need to balance eco-friendly materials with cost, customer experience, and retail impact. Consumers expect premium unboxing experiences, yet brands are moving away from overpackaging. Solutions include digital enhancements like QR codes for interactive experiences or reusable packaging with a second life. Soluble packaging, projected to grow 7% annually to $6 billion by 2031, is a game-changer. Smart Solve’s flushable paper, which dissolves in water, is already reducing waste in beauty products like shampoos and soaps, appealing to eco-conscious Gen Z.

Actionable Tip: Explore soluble or reusable packaging options and test digital integrations to maintain premium experiences while meeting sustainability goals.

View on Amazon

Regenerative Design: Packaging That Heals

Sustainability is evolving into regenerative design, where packaging actively benefits the environment. Instead of just reducing harm, regenerative materials can enrich soil or support reforestation. This shift, as explored in GRP Test Revolution, positions packaging as a solution, not just a container. Brands adopting this approach will stand out by demonstrating a commitment to planetary health.

Actionable Tip: Research regenerative materials and pitch them to clients as a way to differentiate their brand while contributing to environmental restoration.

Packaging as a Behavioral Tool

Packaging is emerging as a marketing tool to influence consumer behavior. Beyond aesthetics, it can guide shoppers through categories, simplify recycling, or encourage refills. For instance, designing refillable packaging that’s more convenient than single-use options can shift consumer habits. This trend requires designers to think beyond visuals and focus on enhancing the consumer journey.

Actionable Tip: Map out your consumer’s journey and identify pain points where packaging can educate or simplify actions like recycling or refilling.

Digital Embellishments and Accessibility

Digital embellishments like foil stamping, matte-gloss contrasts, and raised textures are becoming more affordable, as Dave Hopkins from Print Design Academy notes. These finishes grab attention without breaking the bank, making them accessible for brands of all sizes. Additionally, education is more accessible than ever through platforms like Offsite, Google Learning, YouTube, and podcasts, empowering designers to upskill independently.

Actionable Tip: Experiment with digital embellishments to enhance shelf impact and use online resources to stay updated on print and packaging techniques.

AI as a Tool, Not a Replacement

Artificial intelligence is reshaping design processes, but it’s not a substitute for human creativity. Designers are using AI to extend backgrounds, enhance photos, or accelerate research and competitive analysis, as Sarah from Beardwood & Co. explains. However, AI-generated images from scratch raise ethical concerns about originality. The consensus is clear: AI is a tool to support, not replace, the human ability to craft emotionally resonant brand stories.

Actionable Tip: Integrate AI for repetitive tasks or insights, but prioritize human-driven storytelling to maintain brand authenticity.

Navigating Regulations and Budgets

Tougher regulations, from recyclability rules to material bans, are a major challenge for 2025, as Chris Jin from Butterfly Cannon notes. These regulations, while demanding, drive innovation in sustainable design. Meanwhile, macroeconomic pressures are tightening budgets, pushing brands toward safer, traditional approaches. Designers must prove that sustainable solutions are cost-effective and impactful. Andy Kurts of Buttermilk Creative emphasizes the challenge of scaling sustainable materials, which are often expensive or hard to source, and educating consumers on recyclability.

Actionable Tip: Stay informed about regulations via resources like idpp.com, which offers design and sustainability guides, and advocate for scalable, cost-effective, eco-friendly materials.

Mentoring in a Hybrid World

Mentoring young designers in hybrid work environments is a growing concern. Collaboration fuels creativity, but remote settings can hinder idea-sharing. Brands must foster virtual spaces where new designers feel connected and supported to grow.

Actionable Tip: Implement virtual mentorship programs and collaborative tools to maintain creative energy and support emerging talent.

Building Strong Client Relationships

Sarah from Beardwood & Co. stresses the importance of active listening to navigate accelerated pressures and reduced resources. A strong design process rooted in strategic objectives ensures brands achieve growth while adapting to new information.

Actionable Tip: Hone active listening skills and align designs with business goals to build trust and deliver impactful results.

Conclusion

In 2025, packaging design is about more than aesthetics—it’s about creating meaningful connections, driving sustainability, and navigating challenges like regulations and budgets. By embracing cultural storytelling, regenerative design, and tools like AI and digital embellishments, brands can stand out while doing good. Start exploring these trends today, leverage accessible education, and build processes that prioritize both creativity and responsibility. For more resources, visit idpp.com to download design and sustainability guides and stay ahead in 2025.

Subscribe to my email newsletter now.

Listen to my articles now. Click the below link

Listen now

Buy my latest book on Amazon from here. Buy from Amazon

Affiliate Disclaimer:
This article may contain affiliate links, which means I may earn a small commission at no additional cost to you if you click through and make a purchase. As an affiliate, I only recommend products and services that I genuinely believe will add value to your holiday season. Your support helps me continue to create helpful content—thank you!