L&L Take: What’s Hot In Packaging Design In 2024 Written by: Mat Lyon

Mat, one half of the L&L twins and our Chief Creative Director, is here to spill the tea on the biggest packaging design trends we’ve seen in 2024. From boundary pushing materials to designs that connect with consumers in unexpected ways – we’ve got it all covered. Let’s go!

First up, let’s talk materials. If you thought design was all about aesthetics, you’d be missing half the picture. We’re currently in the middle of a material revolution, and you probably won’t be totally surprised to know that in 2024, it’s all about those eco-conscious options. 

Packaging Design Trends: The Materials

The plastic assassin: fiber-based packaging

The shift from plastics to biodegradable options is in full swing. Fiber-based packaging (sourced from trees) is rapidly gaining popularity. It’s a trusty alternative to traditional plastics, which take centuries to decompose. But it’s not just about swapping plastic for paper. Brands need to make sure they source their materials from sustainably managed forests to ensure they have a solution that’s genuinely eco-friendly.

Going circular: packaging you could eat!

Another alternative packaging material that’s gaining momentum is seaweed.

Seaweed-based packaging is making waves (pun intended) as the poster child of the circular economy. Harvested from the ocean, formed into packaging, and capable of biodegrading back into the earth – or even eaten! This is the future of sustainable packaging.

We’re lucky to be working with some pioneering brands in this sector, including our friends at Searo, who are creating sustainable materials powered by natural polymers from seaweed.

Pre-recyclable materials: old is the new new

Post-consumer recycled (PCR) materials are taking the spotlight in 2024. Packaging made from previously recycled materials not only benefits the environment but also can be used to send a powerful message to the eco-conscious consumer. A win-win! 

Our disruptive hair care client SITCH is an incredible success story of this. 

Together, we designed a first-of-its-kind packaging for their industry. Refillable bottles that were not only designed to look aesthetically amazing, but also fit together seamlessly, saving space in bathrooms and creating eye-catching displays in hair salons. (If you follow us on socials, you might have seen that this work even bagged us the prestigious Dieline BEST OF SHOW award this year!).

Returnable & reusable packaging

Returnable and reusable packaging is giving brands a new way to cut costs and slash carbon footprints. Data so far shows that consumers are more than willing to participate, as long as the return process is simple and cost-free.

Packaging Design Trends: The Design Elements 

Now let’s take a look at how the design of product packaging is shaping up in 2024.

Peek-a-boo packaging 

Consumers want to know what they’re buying – literally! We’re seeing more brands opting to give the consumer a glimpse into the product itself, via windows and creative cut outs. When done right, this authentic approach inspires confidence and trust in the consumer. Of course, not every product lends itself well to this. You may have an amazing skincare product that looks like brown sludge – we’d keep the windows closed on that one! 

Hand-drawn text & illustrations

Handwritten fonts, illustrated designs, and comic book-style elements continue to charm in 2024. These human elements create a greater sense of connection and trust with the consumer, creating a warmer, more likeable brand persona.

The East Asian influence: minimalism meets meaning

We’re seeing a distinct rise in East Asian packaging design influences, with Japan leading the way. The Japanese concept of wabi-sabi is key to this – finding beauty in simplicity, imperfection, and the natural world. Earthy tones, raw textures, and wooden materials tap into this nature-inspired ethos, offering a sense of calm and authenticity that resonates deeply with the eco-conscious consumer.

It’s subtle, understated, and elegantly minimal. We’re seeing brands embrace this approach with packaging that feels grounded – literally. Rough-hewn wood, stone textures, and neutral hues evoke a connection to the earth, while the minimalist designs allow the products to speak for themselves. This calming approach brings a new layer of depth to packaging. Very demure, very mindful.

Sustainability markers take centre stage 

Sustainability is no longer a footnote – it’s a headline. Brands are proudly showcasing their eco-credentials, from recyclable symbols to bold eco-initiatives. Sustainability is becoming a pivotal factor in consumer decision-making.

Less is more

The trend towards natural materials is also influencing design aesthetics, with brands opting for minimalistic approaches. Think neutral colours, reduced noise, and clean, clear packaging. This “less is more” philosophy resonates with the modern, eco-conscious consumer. Less clutter, more clarity. 

Smart packaging expands 

The humble QR code, once expected to die a sad death, is now breathing new life into customer experiences. More brands are now integrating technology with their packaging to give their customers connected experiences that drive loyalty. 

Feel it, don’t just see it 

Texture is king in 2024, as packaging moves beyond the visual into the tactile. Brands are experimenting with various textures to make their packaging stand out on shelves. These unique textures create a sensory experience that turns a passive glance into an active moment of engagement.

Interlinking products 

One exciting trend is designing products that visually and functionally complement each other. We saw this with our client SITCH, where interlinked product designs created a cohesive and appealing shelf presence. 

Bold statements, brand values

Value-based brand messaging is becoming more prominent. Brands are making bold statements that reflect their core values, ensuring that these messages stand out on the shelves and connect with consumers on a deeper level.

So, that’s the rundown from L&L on what’s shaking up the packaging design world in 2024. 

These aren’t just trends – they’re signals of where design, sustainability, and brand-consumer relationships are heading. Ready to shake things up? Let’s make your next packaging project the one that starts a trend. Learn more about our packaging design & branding agency today.