Packaging design trends for modern brands
Packaging is more than just a container - it’s an extension of a brand’s identity and values. Today, modern brands are embracing thoughtful, sustainable, and aesthetically refined designs that focus on simplicity, nature, and tactile experiences. Here are some of the key packaging trends shaping the industry, along with brands that are leading the way.
1. Minimalist Aesthetic
Less but better. Minimalist packaging strips away unnecessary elements, leaving behind clean lines, neutral tones, and subtle branding. This approach not only exudes sophistication but also helps brands communicate a sense of trust and quality.
Brand Examples:
Aesop – Their iconic amber bottles and simple type-based labels define luxury minimalism. The understated design lets the high-quality formulations speak for themselves.
Typology – French skincare brand Typology embraces an apothecary-inspired minimalism, using simple, monochrome packaging and clear typography.
Oak Essentials – With soft, neutral tones and uncoated materials, their skincare packaging feels organic, sophisticated, and effortlessly modern.
2. Organic Product Shapes
Brands are moving away from rigid, industrial-looking packaging and embracing fluid, organic forms inspired by nature. Soft, asymmetrical shapes feel more inviting and unique, creating a sense of warmth and approachability.
Brand Examples:
Orris Paris – Their handcrafted soaps feature natural, sculptural shapes that feel artisanal and unique.
Rowse Beauty – Their glass bottles and jars have a rounded, organic look that complements their botanical formulations.
Raaie Skincare – Their sleek yet fluid packaging takes inspiration from the natural world, merging minimalism with organic softness.
3. Sustainable Materials
Sustainability is no longer optional—it’s expected. Brands are turning to recycled, biodegradable, and refillable packaging to align with conscious consumerism. From compostable wrappers to refill stations, packaging is being redefined with the planet in mind.
Brand Examples:
Massimo Dutti Perfume – Their glass perfume bottles are elegant yet sustainable, designed for longevity rather than disposability.
Rowse Beauty – 100% recyclable glass packaging and sustainable sourcing make them a leader in eco-friendly beauty.
Aesop – Their commitment to sustainable packaging includes using post-consumer recycled plastics and refillable containers.
4. Nature-Inspired Designs
Earthy textures, natural color palettes, and raw materials are becoming the norm. Brands are looking to nature for inspiration, from muted greens and browns to imperfect textures that mimic organic elements like stone, wood, and paper.
Brand Examples:
Raaie Skincare – Inspired by New Zealand landscapes, their packaging features soft, earthy tones that feel grounded and authentic.
Orris Paris – Their handmade soaps are wrapped in raw-textured paper, reflecting their natural, artisanal ethos.
Rowse Beauty – The use of botanical illustrations and deep earthy colors makes their packaging feel directly connected to nature.
5. Timelessness
Trendy designs fade, but timeless packaging remains relevant. By focusing on classic typography, neutral colors, and simple compositions, brands create a refined aesthetic that stands the test of time.
Brand Examples:
Massimo Dutti Perfume – Their understated, classic perfume bottles evoke timeless luxury with minimal branding.
Typology – Their black-and-white packaging is both modern and enduring, ensuring it won’t feel outdated in a few years.
Oak Essentials – Their neutral-toned, pared-back aesthetic is effortlessly classic and will remain appealing for years to come.
6. Tactile Finishes
Luxury isn’t just about appearance—it’s about how something feels. Textured papers, embossed lettering, soft-touch coatings, and raw, uncoated materials add depth and dimension to packaging, making the unboxing experience more memorable.
Brand Examples:
Aesop – Their labels feature a matte, textured finish, enhancing the sensory experience.
Orris Paris – Their packaging uses raw, uncoated paper with a natural grain, adding to its handcrafted feel.
Raaie Skincare – Their soft matte glass bottles create a velvety texture that enhances the feeling of luxury.
Final Thoughts
Modern packaging is all about thoughtful simplicity, sustainability, and sensory appeal. The best brands understand that packaging is an extension of their identity and values, creating an experience that feels intentional, premium, and timeless.
By embracing these trends, brands not only enhance their aesthetic appeal but also build deeper connections with their audience—one beautifully designed package at a time.
