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Packaging is no longer a background player; it is the stage where brands perform, captivating consumers through a perfect fusion of creativity and technology. Today’s packaging must do far more than protect or contain a product. It has to tell a story, evoke emotion, and deliver a seamless experience that resonates on both a sensory and intellectual level. This shift demands a rare balance between imaginative vision and technical precision, where artistry meets data and innovation is grounded in practicality.

As Andy Johnson, commercial director at Sun Branding, explains, “What we’ve got in our armoury is our own ‘magic and logic’ approach, truly distinctive to us. Our offer combines the magic – the creators, the blue-sky thinkers, the left-brain creatives – with the logic – the right-brain technology, graphics, and artwork technical experts. That combination of magic and logic is unique to our branding approach and when we discuss it with clients it resonates with them. They get the best of both worlds when working with us. It makes us more distinctive and authentic; an eclectic mix of teams with contrasting skills all working together under ‘one-roof’. Clients love this approach.”

This delicate balance allows brands to navigate the complex landscape of consumer expectations; where emotional connection and functional excellence go hand-in-hand. As packaging evolves from a static container into a dynamic interface, enhanced by digital touchpoints, sensory details, and authentic narratives, the need for both inventive ideas and practical solutions becomes paramount. The trends shaping 2025 reflect this growing sophistication: a dialogue between analogue warmth and digital interaction, simplicity and maximal impact, and the rising importance of authenticity and inclusivity. These themes set the stage for London Packaging Week, where industry leaders will explore how packaging channels both creative magic and strategic logic to craft experiences that resonate on multiple levels.

Digital and analog

In a world saturated with visual stimuli and rapid innovation, packaging is no longer just a protective shell or a fleeting marketing tool. It has become a dynamic interface between brand and consumer – a multi-sensory experience that speaks volumes through both technology and tactile artistry. Claire Hoe, design director at Sun Branding, frames new packaging trends as a nuanced dance between the digital and the analogue, innovation and tradition, simplicity and maximalism.

“There’s a huge drive toward interaction with packaging trends,” Hoe explains. “It’s increasingly about the packaging itself, the format, the substrate and how brands are enhancing their brand offering through technology and assets such as QR codes” These digital touchpoints have transformed packaging into an experiential gateway. “The QR code can take you somewhere beyond the surface area of the pack: usage instructions, ingredients source, lifestyle guidance. Offering a functionality for both the brand and consumer – but also the opportunity to immerse consumers into a brand world” It’s a bridge between physical and virtual realms, extending the storytelling canvas beyond the limitations of size or shape.

Johnson reinforces this perspective, highlighting the vast scope and intricate nature of digital possibilities. “We see our clients grappling with fundamental questions: who would we be partnered with, how would that collaboration function, and how would you measure its success?” he explains. While acknowledging the immensity of the challenge, he emphasises the unparalleled opportunity: “It has enormous potential, but it is massive in scale and complexity.”

Johnson urges us to consider the diverse capabilities of a QR code alone: “Think about what a QR code could deliver – not just functionality, but entertainment, loyalty programs, environmental messaging, security features – the possibilities are endless.” This layered potential, he emphasizes, “makes technology not just an add-on, but an indispensable catalyst driving the transformation of packaging into something far more meaningful and engaging.”

From tech to touch

However, this embrace of technology does not come at the expense of the human touch. Hoe highlights a compelling counter-trend emerging alongside the digital wave: “Last year, we talked about how anything new and exciting can at times feel a little overwhelming at first, often fueling an opposed direction. So now we are seeing the rise of analogue experiences. Think glow in the dark, colour change and holographic finishes, as well as a shift towards natural, handmade and artistic, the total contrast to tech.”

This duality reflects a collective yearning for reassurance amid uncertainty. Hoe adds, “There’s a level of mistrust and negativity – the state of the world isn’t great. So, there’s a need for reassurance and connection. The question is: how can design and branding use packaging to communicate trust, to comfort people?”

This year’s trends are therefore best understood through an emotional lens. Hoe outlines an overarching dynamic: “If we were to name an overarching trend, whether it be a colour story, typographic style or illustrative theme, there’s a simplification happening. But it’s simplification with maximal effect.” Brands must distil their messages with clarity and honesty – a call for authenticity that underpins the entire conversation about design this year. “Brands must be clear about the message they are trying to convey, and that message must be honest and true to their values. We’ve been looking at design trends to understand how they resonate with consumers on an emotional level”

This is a marked evolution from the previous year. While 2024 was dominated by visual experimentation rooted in positivity, nostalgia, and the early promise of AI, the narrative for 2025 and beyond shifts to “reassurance, pleasure, and experience.” Technology remains vital, but it is woven into a broader tapestry of emotional storytelling and consumer connection. “I think the visual trends we identified last year are still very evident this year, they’re ever evolving, a constant movement, reflective of consumer behaviour and feelings. Brands are looking to stand out amongst the crowd by enhancing emotional connection through unique storytelling.”

Stripping back with purpose

Minimalism exemplifies this evolution. Hoe says, “It’s not just about stripping elements back for an aesthetic purpose only. There still must be meaning and consideration. When a brand strips away its design, it leaves itself vulnerable, so what’s left has to be honest, true to the brand, and relevant.”

This honesty is crucial because packaging stripped of sincerity risks becoming hollow. And yet, within this pared-back style, playfulness emerges in unexpected places: “Minimalist doesn’t have to appear boring, we’re seeing brands add personality through simple illustration and little one liners that rasie a smile – all connecting emotionally,” says Hoe.

Authenticity extends beyond design to tone of voice, which has become a trend in its own right. She states, “That playfulness should feel authentic to the brand, how you talk about yourself, your values, that’s what connects you with consumers. The conversational, chatty brand tone is a trend in itself.”

How challenges the notion that trends imply homogeneity: “People often tell me that leaning into trends means that everything starts to look the same, then something new comes along and it changes again. And in most parts, I agree. But even being unique creates a trend. If everyone is being expressive and individual, then that’s a trend too? A movement? Just one that celebrates a unique appeal.”

While digital technology and emotional storytelling are central, the practical realities of implementation remain complex. “Our clients know the change is coming,” remarks Johnson, adding, “There’s a sense of hesitancy, like people are just waiting to see what others are doing first. There’s a feeling it won’t all happen on day one. It’ll be gradual.”

Johnson says this cautious approach is understandable given the stakes: “It comes down to: what does it mean to the consumer? What does it mean to the brand? What can retailers gain from it? And on the flip side, what are the risks? What’s the actual connection and value?”

Much of this complexity centers on GS1’s Sunrise 2027 initiative, a global mandate requiring brands and retailers to adopt the GS1 Digital Link standard by 2027. This will transform traditional barcodes and QR codes into gateways that connect physical packaging to rich, digital product information. While this promises enhanced traceability, consumer engagement, and supply chain transparency, it also represents a significant shift requiring widespread collaboration and investment. Packaging innovation is not a simple switch to flip; it’s a considered journey.

Through all these threads – technology, authenticity, heritage, culture, emotion – packaging emerges as a powerful conduit for connection. Hoe sums it up: “We’re seeing a focus on emotion in packaging and branding – brands putting people first and experts front and center.”

The brands that will thrive in this evolving landscape are those that harness innovation without losing sight of honesty and emotional truth. As the industry moves forward, packaging will continue to be a canvas for stories that inspire trust, evoke pleasure, and create meaningful experiences.

At London Packaging Week, Claire Hoe and Andy Johnson will present “Emotion through packaging: Designing trends driving connection,” exploring how packaging trends evoke consumer emotions and behaviours. Focusing on food and consumer markets, they will reveal how brands can build authentic, meaningful connections. The session takes place on Wednesday, October 15, 11:15 to 11:45 AM, Food and Consumer stage, as part of The Consumer Reshaped Track.