Designing for tomorrow – trends that are shaping the packaging industry

Lovisa Boucher, Isabelle Dahlborg Lidström, Carl Eppens & Hajar Thomé

Packaging is one of the most exciting pieces of marketing design a brand can create ⸺ and it’s 100% tangible! In order to create a successful design, it’s crucial to stay ahead of trends to comprehend both what consumers want and need. On top of circular systems we can help guide you through this jungle of information. Our strategy and design teams have selected four relevant packaging design trends you should know about for the upcoming years.


Refillable Systems

The refill format is a fast-growing sustainable packaging solution that saves natural resources and money. A refill system can reduce waste by eliminating the need for the “single-use” primary package and replacing it with a “forever” package made from a durable material, such as glass, metal, or even wood. The consumer keeps the durable container and purchases refill packs in lightweight, easy-to-recycle packages. Why replace the entire package when you can just replace the contents? [1]


As the saying goes, one man’s trash is another one’s treasure and in all production, there is some form of by-product that can be useful and repurposed. By-products from the food industry have great potential to be used as new foods or even packaging material. The UN Sustainable Development target 12.3 aims to halve per capita global food waste by 2030. Using by-products can be a great effort towards helping to reach these targets. [2]


When it comes to packaging, size matters. Environmental pressures are pushing us to go beyond recyclability and sustainable materials. By reformulating products or changing ingredients, we can make a big difference and reduce our carbon footprint. Waterless formulations are one of the most efficient solutions and we see many great examples of this change in both the food and beauty industry. [3]

Mighty Mycelium

Although mushrooms belong in a different kingdom from plants and animals, their role on this planet cannot be understated. Their branching structure, called Mycelium literally and figuratively links everything together. Mycelium is essential to life on earth and serves as the largest recycling system on the planet as the major decomposer of living materials. Not only can mushrooms be used as ingredients in food or beauty products, but increasingly they are being used to create packaging. [4]


Would you like some help or are curious about what consumers want, what’s popular, and which trends work best for your company? Get in touch with us!

Isabelle Dahlborg Lidström
Creative Director & Head of Design

[1] Compact refills from Iräye, Morrama’s pump design for KANKAN, intelligent refill system from Kjaer Weis
[2] Biodegradable juice bottle from Tomorrow Machine, Cocoa Paper from Ecopack
[3] Waste-inspired brand packaging from United & Free, dissolvable packaging from Plus, sauce powder packets replacing single-use plastic bottles from Awsm Sauce
[4] Mycelium technology packaging from Heackels, Life Element and Treaty