The Key Design and Packaging Trends to Follow in 2025
The essentials in 30 seconds
Background : In an ultra-competitive beverage market, packaging becomes a major strategic lever. In 2025, it will no longer be a simple container, but a genuine medium for communication, differentiation and commitment.
The 6 trends design & packaging 2025 :
- Strong messages & anti-branding - Packaging becomes militant: calls to action (Nespresso), texts revealed under UV light (ROBBER gin), assertive humor about the negative aspects of the product (Liquid Death, Alcoholic Vodka, Vodka Sucks).
- Radical eco-design - Out with plastic, in with natural materials (cardboard, hemp, mycelium), packaging biodegradable/compostable (Packhelp, Mushroom Packaging), reusable containers (SOFi, Butterfly Cup) and zero-carbon packaging.
- Premium minimalism - Back to engraved or embossed glass bottles, without labels. Only essential information appears directly on the glass (dMANNER Ice Wine, Crate wines). Timeless aesthetics inspired by the 20ᵉ century
- Contrasting silhouettes - Black & white is used to create a strong graphic and narrative effect (Stokey's cocktails), spirits Enrico Toro Liquori)
- Sensory textures - Tactile labels evoke the origin of ingredients: the illusion of immersion (Nan Madol vodka), cracks reminiscent of limestone terroir (Fontecalada wine). Packaging stimulates the senses beyond the visual
- Artificial intelligence - AI is becoming an essential creative tool: label design generation (Vivi Nova), autonomous creations (Beck's Autonomous). 2024-2025: pivotal years for AI in packaging
Key techniques to master :
- Glass engraving & embossing
- UV developer inks
- Biosourced materials (mycelium, hemp)
- Realistic tactile textures
- Generative AI for creative exploration
Inspiring brands :
Ecodesign: Packhelp - Mushroom Packaging - Organic Meadow Innovative design : Liquid Death - ROBBER Gin - Nan Madol - dMANNER AI pioneers: Vivi Nova - Beck's Autonomous
To remember: Tomorrow's packaging will carry meaning - at the crossroads of environmental commitment, assertive minimalism and technological innovation (AI). The winning brands will know how to transform their packaging into a sensory experience and a manifestation of their values.
Introduction
In an ultra-competitive beverage market where innovation reigns supreme, how can you truly stand out? The key to success might well lie in anticipating tomorrow’s trends. That is why we have crafted an exclusive article for you, based on the report "Design & Packaging Trends - Beverages – Season 2025" by Ludovic Mornand, founder of Studio Blackthorns. Discover now the must-follow trends that will make all the difference on the shelves!
Packaging That Conveys Strong Messages
In 2025, packaging will no longer be merely a container, but a genuine communication tool that conveys the values and commitments of brands. Consumers, in search of meaning, will be particularly receptive to messages related to sustainability and environmental protection.
For instance, Nespresso is paving the way with its recyclable capsules and a collection system available in 63 countries. On their packaging, a clear call-to-action encourages consumers to recycle. Other brands opt for original and impactful messages – take the gin ROBBER, for example, whose text transforms under UV light.
Meanwhile, anti-branding – originally pioneered by Liquid Death – is gaining traction with brands like Alcoholic Vodka and Vodka Sucks, which humourously embrace the negative (and even harmful) aspects of their products. A risky approach, but one that certainly captures attention.
The Rise of Eco-Designed Packaging
Tomorrow, it’s time to say farewell to plastic and welcome natural, biodegradable and compostable materials such as cardboard, paper, hemp, or mycelium. Companies like Packhelp and Mushroom Packaging are offering bespoke packaging solutions crafted from these sustainable resources.
Another innovative axis is reusability, with clever designs like the foldable SOFi cup or the Butterfly Cup. Brands are striving to maximise their container lifecycles.
Moreover, the drive towards zero carbon is gathering pace; an increasing number of beverages – such as Organic Meadow milk – now feature carbon-neutral packaging. Despite the technical challenges involved, this trend aligns with a strong societal demand.
Minimalism and Authenticity
Simplicity is in the spotlight with the return of etched or embossed glass bottles that forego labels. Brands are opting for a clean and timeless style reminiscent of 20th-century packaging.
This is seen in ranges like dMANNER® Ice Wine and Crate wines, where only the essential information is printed directly on the glass. This premium aesthetic also minimises material usage.
Contrasting Silhouettes
Black and white are very much in vogue, particularly through the use of silhouetting techniques inspired by Chinese shadows. This strong, narrative graphic treatment elevates both the product and its surrounding universe.
For example, Stokey’s ready-to-drink cocktails charm with their playful monochrome portraits, while Enrico Toro Liquori spirits evoke the fauna of Abruzzo National Park – a look that is both elegant and fun.
The Craze for Textures
Another notable trend is the use of realistic textures on packaging to evoke the origins of ingredients and stimulate the senses.
For instance, Nan Madol Vodka sports a label that creates the illusion of being half-submerged – a nod to the ancient city built on a reef. Similarly, Fontecalada wine features a deliberate fissure in its label, representing the limestone soil of its terroir.
These textures reflect a return to raw materials and add a unique, enriching touch to packaging.
AI – The Revolution to Come
Lastly, no discussion of the future of packaging would be complete without mentioning the rise of Artificial Intelligence. Already adopted by pioneers like Vivi Nova for generating label designs and by Beck’s for its Autonomous Beer, AI is poised to be a game changer in both packaging and design.
For now, human intervention remains crucial, but there is no doubt that AI will soon become an indispensable ally for exploring new creative directions in record time and at a lower cost. 2025 are set to be pivotal years!
In the end
In summary, the packaging and design trends for 2025 promise to be both exciting and meaningful, combining eco-design, minimalism, creativity and new technologies. Brands will be eager to innovate while addressing consumer demands for transparency and commitment.
Ready to shape the iconic packaging of tomorrow? This overview is just a taste of the treasures awaiting you in our comprehensive strategic report « Beverage Design & Packaging Trends – 2024/2025 Season» – an inspiring trove of insights to help you stand out.
Ready to shape the iconic packaging of tomorrow?
This overview is just a taste of the treasures awaiting you in our comprehensive 66 pages strategic report "Beverage Design & Packaging Trends – 2025 (French version)" – an inspiring trove of insights to help you stand out. !
