Recently, Pentawards, the Oscar of the packaging industry, released the 2024-2025 packaging trend report . This is the fourth consecutive year that Pentawards has released its annual packaging trend report. The Pentawards competition has discovered the latest, most innovative and influential packaging designs in the world from more than 2,000 entries from more than 60 countries, and then summarized ten annual packaging design trends.
Today, in a rapidly changing and challenging business world, packaging is not only a tool to wrap products and provide basic information, but also an intuitive expression of brand concepts and the spirit of the times. When it comes to packaging design, what comes to mind should not only be exquisite patterns and brilliant colors, but also the innovative power, cultural heritage and profound impact on society and the environment. From Pentawards' 2024-2025 packaging trend report, we can see the designers' exquisite design ideas and details, bringing consumers a retro, simple, gorgeous or futuristic atmosphere, and we can also see the practice of social responsibility by brands and design agencies, and appreciate the brand's values from the packaging.
In this article, we will analyze Pentawards’ ten key insights into the design direction of the packaging industry based on the top ten trends in packaging for 2024-2025, and show how each trend is applied through the entries.
1 No
Leave No Trace
Pentawards proposes that significant innovations in packaging design can help solve urgent and critical problems facing the world. Among the entries for this year's Pentawards, designs and solutions that leave no trace of the product or reuse waste materials to help the world move towards a more circular economy have become an important trend.
For example, Pentawards Diamond Award winner This Way Up collaborated with One Good Thing to create a striking brand image for the brand's edible packaging. According to reports, the design idea of the product originated from a rural cycling trip, when the founder of OGT was shocked by the amount of garbage that destroyed the natural beauty. This completely edible, 100% natural packaging can replace plastic or wrapping paper and serve as a coating for snacks without leaving any traces.
Another design, "The Good of Nature - from Earth, to Earth", is also a packaging design solution that aims to help the food industry move towards a more circular economy. It is in line with the concept of sustainable development and won the silver award in the Sustainable Design Food category of Pentawards 2024. It is reported that the packaging is made of fallen leaves from orange orchards and can also be used as natural fertilizer after the first use.
Created by a skilled community group in northern Thailand, the packaging also serves as a freshness indicator, reflecting the storage time and optimal taste of the oranges through the change in leaf color. Green leaves indicate that the oranges were picked less than 5 days ago; yellow leaves appear after 10 days, indicating that the oranges are ripe and can be eaten with the best taste.
As the oranges mature, brown leaves appear after 30 days, indicating that the best taste of the oranges may weaken. Finally, within 365 days, the packaging returns to the soil and becomes a natural fertilizer. At the same time, the packaging also helps local communities to obtain better income and a brighter future.
Pentawards points out that our industry plays a vital role in the world's progress towards a more sustainable future. As more relevant regulations are introduced and brands work hard to achieve sustainable development goals, there will definitely be more exciting innovations and creative ideas that will help reduce impact (on the environment), encourage reuse and recycling, make greater use of by-products, and design around a more circular economy.
2 No
Solo Symbolics
Clarity is better than clutter - eye-catching single visuals that attract and connect. Pentawards said that abandoning previous trends such as maximizing space through layering to include more elaborate visual elements, designs, logos and copywriting, "Solo Symbolics" simplifies everything and focuses on a single brand identity element. These single symbols, paired with some high-impact design, allow brands to effectively communicate their stories while building lasting connections with consumers and increasing brand recognition.
For example, each of Stoney Vineyard's wines features an image of a rock taken from the vineyard's location, which appears to be "split open" to reveal its inner texture. Pentawards points out that Demelza Rafferty's design reflects Stoney Vineyard's confidence and the excellence of its products, leaving a deep impression and enhancing its appeal on the shelf. In order to complement the matte and embossed texture of the rock image, the design also carefully created a custom foil color to create a striking visual contrast.
Kristiina Jaaranen, Brand Director at UPM, said: “By reducing design to a single, powerful brand symbol, we see a bold new direction in packaging. This approach makes the message clear and creates a striking visual that stands out on a crowded shelf. For packaging designers, this is an exciting opportunity to combine a minimalist aesthetic with clever material choices to create an eye-catching shelf presence and a memorable brand identity.”
According to Pentawards, Laocoon Wine's packaging is also visually striking and has minimal impact on the planet, with a main feature paying homage to the Roman mythological Trojan priest Laocoon, who was killed by two snakes while warning the Trojans of the Trojan Horse. This wine shows how wine labels can be redefined and premiumized, with a carved snake-shaped decoration that wraps around the entire bottle like a piece of jewelry and is made entirely of pewter - a material that is infinitely recyclable, waterproof and non-toxic. The neck of the bottle is made of paper with recycled fiber content and is printed in monochrome.
In addition, the unique bottle design of Guanlan barrel-aged craft beer designed by China's UNIDEA BANK is also very eye-catching. According to the brand, its design inspiration comes from the meaning of the word "Guanlan", which means watching the undulating waves. From a structural point of view, the two sides of the bottle are designed to be undulating rocks, while the upper part of the bottle is in the shape of a lighthouse, guiding people in the right direction.
Pentawards said that so far, the trend of single-frame vision has had a significant impact on the entire beverage industry, and its unconventional design concept has attracted widespread attention. In which new industry will this trend emerge next? Given that the concept of reuse has been deeply rooted in people's hearts, these fashionable designs will not look out of place even if they are placed at home for other purposes.
3 No
The Cube Effect
Pentawards noted that while other trends featured playful explorations of shapes, the resurgence of cube-shaped packaging stood out across a range of products. Having previously featured it in a Pentawards report under the trend “Packaging on a Diet,” Pentawards is excited to see how the new generation of cube-shaped packaging is taking advantage of the current trend and building on its already known benefits. Not only does the “cubic effect” make a product stand out from the crowd, it is also praised for its sustainability benefits, as its shape allows it to be shipped in large quantities (less wasted shipping space), allowing brands to reduce their carbon footprint.
Destiny Spirits' packaging fits into this trend. It introduces a new concept that combines traditional Italian cuisine with the most classic cocktail elements. With the help of the Supperstudio design team, Giorgio's Ricetta came into being. Its graphic design and packaging elements are inspired by classic Italian food and restaurant brands, with a ceramic straight-edged bottle, and its typography and Art Nouveau style are inspired by some of the most historic cocktail bars in Milan and Rome.
4 No
Designing With Impact
Packaging that goes beyond convention in favor of communicating meaning informed this very unique trend. From visual cues, shapes, and storytelling to material choices and design details, projects that fall under Designing With Impact use genius techniques to signal a wider meaning to consumers.
5 No
Back To The Archives
Using heritage to connect with consumers is not a new trend, but Pentawards noted an uptick in this year’s entry pool.
The re-design category within the Pentawards competition saw the highest number of entries this year, with a significant number being brands who have gone back to the archives to revive original elements of their design, making the most of their brand’s heritage.
“In an age of unprecedented technological advancement, there is an increasing need to turn towards nostalgia.”
It seems that, in an age of unprecedented technological advancement, there is an increasing need to turn towards nostalgia.
6 No
Art Deco Revival
Art Deco has reemerged as a popular packaging design choice, proving that the opulence of the 1920s is a coveted trend beyond the interiors of homes and hospitality venues. The unmistakable striking geometric structures and opulent colors have brought a welcomed touch of glamour to the drinks sector in particular.
7 No
The Influence Of Wes Anderson
Packaging design draws inspiration from all aspects of arts, culture, society, and the world around. From Andy Warhol collaborations in the 2022-23 Trend Report to this year, where Wes Anderson-influenced designs have stood out.
This stylish and visually exciting trend gives products a retro style with modern appeal while still leaving room for the brand’s unique personality to shine through.
8 No
Simple Shapes Meet Stand-out Shades
Across a variety of categories, striking pairings of shapes and shades inform this trend which is an evolution of the Bold Visuals trend featured in the first Pentawards Trends Report. This playful, vivid, and visually arresting trend has been particularly popular in the food sector.
9 No
Inspired By Psychedelia
Kaleidoscopic patterns and intense colors are transporting consumers into new dimensions, whether it’s to reflect key ingredients, engage new audiences, or help portray a futuristic vision.
“Brands and agencies are using flashes of psychedelic patterns and colours, reflecting the influential 60’s era.”
Inspired by Psychedelia demonstrates how brands and agencies are using flashes of psychedelic patterns and colours, reflecting the influential 60’s era.
10 No
Cultural Connections
Culturally influenced packaging designs brought to life rich heritage and historical influences but also designs that reflected a true understanding of cultural nuances in different target markets. Both ways enable connections to be created with target audiences.