2025's Packaging Ins and Outs: What to Know This Year

Every year, new trends emerge while others quietly fade into the background—and packaging is no exception.?

It’s 2025, and packaging is having its main character moment, much like Barbie in her pink era.?

Let’s look at what’s in and what’s out (but not entirely gone).?

What’s IN?

AR in packaging?

Ever wished your favorite product could talk to you? Well, some brands are making that wish come true! Brands (like Maggi, Milka, and Dermalogica) today are embracing AR to bring packaging to life in the most interactive ways. How cool would it be to scan a product and instantly discover hidden games, cool stories, or even insider product tips??

Take Coca-Cola’s 2024 AR campaign with Marvel, for instance. They teamed up to let consumers scan bottles and interact with Marvel superheroes—because, why not? This campaign didn’t just grab attention; it sparked major engagement, with fans diving into the AR experience and flooding social media with excitement.?

Heirloom packaging?

Sustainability is still in, but now it's about creating packaging that's not just eco-friendly, but also beautiful and long-lasting. Think refillable containers that become stylish home decor, or packaging that can be repurposed into crafts —just like how Lush Cosmetics does it.?

And then there’s Laphroaig’s new whisky packaging, inspired by the green wellie boots at their distillery. These boots are for their 'Friends of Laphroaig' community, who get to claim a piece of land. Butterfly Cannon, a London-based design agency, turned that inspiration into a boot-shaped whisky bottle, designed to be reused for camping gear, art supplies, or even more Laphroaig bottles.??

Mono-material packaging?

One thing most of us could relate to is staring at the recycling bin, trying to figure out which plastic goes where. The guesswork ends this year.?

Brands are embracing mono-material packaging designs that simplify recycling and reduce contamination in waste streams—yes, less confusion at the recycling bin.??

Kraft Heinz recently switched to a mono-material PP cap for its ketchup squeeze bottles, aiming for better recyclability. The tricky part was replacing the silicone valve, which wasn’t great for recycling. But with the new caps, the company hopes to keep 300 million plastic lids out of landfills each year—a solid step towards more sustainable packaging.?

Tech-savvy packaging?

What if your morning cereal box did more than just hold your breakfast? QR codes and NFC technology are turning packaging into boxes of fun and surprises, unlocking exclusive content, behind-the-scenes videos, promotional offers, and even games.?

In 2024, Kellogg's partnered with Nintendo to integrate NFC technology into their cereal boxes. By tapping their Nintendo Switch controllers on the packaging, consumers could access in-game bonuses for Mario Kart, such as gold coins or hearts. This innovative approach not only enhanced the gaming experience but also boosted consumer engagement with the product.?

AI-driven packaging creation?

Imagine designing packaging for thousands of new toys every year—it’s no small feat! That’s why Mattel turned to Adobe’s Firefly in 2024 to make the process smarter and faster. With this AI tool, their team could brainstorm creative ideas, visualize designs more efficiently, and save time on repetitive tasks like photo editing.?

But here’s the interesting part: Mattel made sure AI stayed in the background, enhancing creativity rather than overshadowing it. As their Chief Design Officer, Chris Down, put it, the goal is for consumers to never notice AI was part of the process.?

Lightweight and flexible packaging?

Innovation in lightweight and flexible packaging is on the rise, with down-gauging for sustainability—thinner, lighter materials that reduce shipping weight without sacrificing durability. Flexible pouches are also gaining more traction with new recycling innovations, keeping up with industries like pet food and sports nutrition.?

Take Johnnie Walker, for instance. In 2024, they launched the world’s lightest whisky bottle at just 180 grams—way lighter than the usual 850 grams of their Blue Label bottle. Designed with Turkish glassmakers, this sleek, teardrop-shaped bottle cuts down on carbon emissions in production. While it’s a limited-edition release, Johnnie Walker plans to apply this lightweight design to more bottles, including a 25% lighter standard Blue Label. Proof that even luxury can go green!?

What’s OUT: (But not forgotten)?

Excessive plastic?

Let's be real, plastic’s been out of the picture for a few years now. We're moving towards more sustainable options like compostable and biodegradable materials like plant-based films, algae-based plastics, and even packaging made from…wait for it…mushrooms! ?

Both IKEA and Dell are making strides with mushroom packaging, a cool eco-friendly material made from mycelium and agricultural waste. IKEA uses it to ship furniture safely, while Dell packs electronics with it. The best part? It’s biodegradable and breaks down in just 30 to 90 days.?

Overly complicated unboxing experiences??

While layers of packaging were once fun, consumers now prioritize ease and eco-friendliness. That said, luxury brands like Hermès and Apple are keeping the unboxing experience alive—just in smarter, greener ways.??

Hermès uses 100% recycled cardboard designed for reuse, while Apple has eliminated plastic wraps and adopted fiber-based materials for their iconic unboxing experience.?

Maximalist chaos??

Busy designs are being swapped for clean, thoughtful layouts. Still, some brands in high-energy industries (think Monster Energy) are rocking the maximalist vibe with intention.

Flat, static designs??

Static packaging is being replaced by dynamic storytelling, interactive elements, and eye-catching textures. But simplicity is still valued for some timeless brands.?

Boxed Water Is Better shows how plain, static designs can stand out. Their minimalist white cartons with bold black text are simple, sustainable, and instantly recognizable—proving that less is often more.?

Neutral tones dominating everything??

Muted palettes are giving way to vibrant, bold colors. Yet, neutrals stay a favorite for premium and organic products. Rare Beauty embraces soft, neutral tones in its packaging, creating a minimalist and elegant look that reflects its inclusive and approachable brand ethos.?

Traditional shapes??

Standard boxes are making way for innovative shapes that stand out on shelves. But classic forms are still beloved for their functional simplicity —just look at Toblerone's packaging. Their triangular prism packaging is as much a part of the chocolate's identity as its taste, offering practicality and instant recognition. The design continues to resonate with consumers by blending utility with nostalgia.?

As we roll into 2025, it’s clear that technology and AI are taking packaging to new heights. We're talking about personalized designs that feel like they were made just for you, and smart packaging that does everything from telling stories to launching games. But when tech and sustainability come together, packaging becomes both innovative and impactful.??

Focus on creativity and let us handle the rest!?

Amidst all this creative chaos, one thing remains non-negotiable: compliance. That’s where Artwork Flow steps in, keeping your packaging error-free and perfectly in line with label regulations—because nobody wants to deal with fines, recalls, or penalties.?

Reach out to us if you’d like a personalized demo!??