3 Top Packaging Trends From London Packaging Week
London Packaging Week is basically Christmas for a brand and packaging designer like me (very exciting and not a little bit overwhelming). We headed down to check out the latest packaging solutions, meet some suppliers and of course, see Jamie from Candy Kittens give a key note speech (check out his nuggets of wisdom about building a brand here).
There are some exciting innovations happening in the packaging world - here are the top 3 trends we noticed:
1. SUSTAINABILITY (NO DUH, CLAUDIA )
From innovative ways to recycle waste materials that are produced during the printing process, to an increased focus on refillable solutions, to interesting plastic alternatives (hello seaweed who’s definitely having a moment), you couldn’t move for suppliers showcasing their eco innovations.
Some stand-out examples include:
Kurz who are the leading supplier of foil (ideal if you’re looking to add some bling to your brand) have developed a way of turning the plastic backing from a sheet of used foil into plastic pellets that they then resell to create household objects like plant pots. These sheets normally get thrown away once the foil has been applied so this is a great step in the right direction!
Favini Crush is an eco-friendly range of papers upcycled from natural products like fruit and nuts. The paper contains up to 15% organic waste and includes ingredients like coconut, coffee, olive and lavendar. They look and feel beautiful and provide an amazing opportunity for storytelling.
There are lots more options available for packing materials so there’s now no excuse to use bubblewrap! From compostable or paper bags replacing poly bags, paper air pillows replacing plastic cushions and honeycomb paper wrap replacing bubblewrap, there is now an environmentally friendly equivalent to all the old options.
An increase in refillable solutions, particularly in the cosmetics space, e.g. the Airglass Refill & Go from Berlin Packaging. One particularly beautiful example is the
2. premiumisation
Brands are feeling increased pressure to compete with own label, and as a result are investing more in differentiating themselves through delivering premium branded experiences that create a connection with their audience.
By creating exciting, bespoke packaging experiences for their customers, brands are hoping to create some serious wow factor that will leave long-lasting impressions and increase loyalty with their customers.
3. e-commerce
Since Covid, brands are focusing much more on their online stores, and packaging suppliers are increasing their capabilities and offerings to meet this demand.
The main takeaway here is that unboxing = BIG business. Crafting a memorable and exciting experience for online customers is a great way to stand out and leave a positive lasting impression. In particular, the trend for having a kraft outer mailer box with a printed inner box continues to grow, with people really loving the element of surprise it delivers.
One innovation in this area is the development of more secure and protective e-commerce mailer designs that are engineered to minimise breakages and increase the level of security to reduce tampering. They are also engineered in such a way that they don’t require any addition tape or sticky strips, thereby reducing the need for additional packaging steps as well as additional plastic.