Nick Seston, head of Creative Production at UK bespoke packaging design agency Think Tank, shares key packaging trends for 2025, and how brands can navigate where to invest to stay ahead this year.
Sustainability without sacrificing aesthetics
A long-standing assumption in packaging design is that minimalist aesthetics equate to sustainability. While it’s true that simpler designs often use fewer resources, sustainability is not limited to a stripped-back look. Increasingly, brands are rethinking their packaging strategies to align with environmental goals while maintaining strong visual identities.
At Think Tank, we firmly believe brands don’t need to compromise their personality to be sustainable. No matter the aesthetic — whether bold and maximalist or clean and minimal —sustainable options exist. The use of recycled materials, such as paper and cardboard, allows brands to achieve striking designs without an environmental trade-off.
In 2025, expect to see a wave of vibrant, eye-catching branding proving that sustainability doesn’t mean subdued. Packaging will continue to be a powerful visual statement — just with greener credentials.
Creative innovation with sustainable materials
Consumers are becoming increasingly selective about packaging, favouring brands that reduce plastic waste and prioritise eco-friendly alternatives. This shift is particularly evident in industries traditionally reliant on plastic-heavy packaging, such as cosmetics, where demand for refillable and reusable solutions is soaring.
Innovative materials are leading the charge. Mycelium-based packaging — a fully biodegradable alternative to polystyrene —has gained traction, breaking down in just 45 days. Other exciting developments include bamboo pulp and paper pulp solutions, offering both sustainability and durability.
The coming year will see brands experimenting more than ever, pushing boundaries with ambitious and practical materials. One particularly intriguing evolution is the transition of ASMR sensory marketing from online platforms to physical packaging, elevating textures, colours, and sounds to enhance consumer interaction.
The rise of reusable packaging and longevity
Sustainability is no longer just about reducing waste; it’s about creating longevity. Leading brands are making small yet impactful changes — such as investing in high-quality, reusable tote bags — to encourage long-term use and reduce reliance on single-use plastic. Unlike cheaply made giveaway totes, these premium options become desirable accessories, ensuring repeat usage.
Beyond fashion, the push for reusable packaging is extending into everyday consumer goods. Subscription-based models, such as refillable coffee pods and razors, help prevent overconsumption while cutting down on excess packaging. Household products, like laundry detergents, are also shifting towards a ‘buy once, refill forever’ model, eliminating unnecessary waste.
Smart packaging: A digital revolution
Technology is playing an increasingly significant role in packaging design, blending the digital with the physical to enhance consumer experiences. Smart packaging solutions are emerging not just as marketing tools but as practical solutions for theft prevention, authenticity verification, and consumer engagement.
At Think Tank, we explore cutting-edge connectivity solutions that allow packaging to extend its lifespan beyond the initial unboxing experience. In 2025, brands will look beyond the product itself, focusing on interactive and immersive experiences —from augmented reality features to traceability tools that provide insight into a product’s sustainability journey.
Gen A: The first ‘Sustainable Native’ generation
Younger consumers, particularly Generation Alpha (Gen A), are shaping the future of packaging. Just as Gen Z grew up as ‘Digital Natives,’ Gen A is emerging as the first ‘Sustainable Native’ generation, instinctively prioritising eco-conscious choices.
For these consumers, packaging is more than just a container — it’s an experience. They care not only about sustainability but also about design, from nostalgic retro aesthetics to ultra-modern minimalism. To capture their attention, brands must push creative boundaries while ensuring packaging is reusable, recyclable, and visually engaging.
As Gen A matures, businesses need to anticipate their expectations. This generation will demand sustainable packaging as standard, meaning brands must evolve now to remain relevant.
The beauty industry’s packaging revolution
A dramatic transformation is underway in beauty packaging. Once dominated by single-use plastics, the sector is shifting towards refillable and reusable solutions, with products like refillable lipsticks and perfumes becoming mainstream.
But what’s next? In 2025, we expect to see a surge of new innovations as brands explore sustainable alternatives to traditional beauty packaging. At Think Tank, we’re already working with leading brands to rethink their packaging strategies, proving that sustainability and luxury can go hand in hand.
The misconception that plastic is ‘cheap’ is fading — once environmental costs are factored in, investing in sustainable packaging is the smarter long-term decision. Forward-thinking brands are recognising this shift, putting sustainability at the forefront of product development.
A future-forward approach to packaging
The packaging landscape is evolving at a rapid pace, driven by consumer expectations, material innovations, and digital integration. With more options than ever, brands can rethink how they package their products — without sacrificing design, functionality, or environmental responsibility.
To stay ahead of the curve and see how brands are already redefining packaging, visit Think Tank.
