During Pentwards festival, trends in design were spotted! What trend excites you the most? These will certainly shape our 2024-2025 season.
THE FUTURE IS CIRCULAR
Nothing left to see
Design & Impact
Sustainability isn’t just about materials—it’s about purpose. Brands are now using packaging to promote social good, inclusivity, and awareness.
THE RETRO RENAISSANCE
Turn back the clock
Legacy brands are reviving their original logos, typography, and design cues to reconnect with consumers emotionally.
Nouveau art deco
The 1920s are back, and they’re bringing opulence, symmetry, and geometric elegance to premium packaging.
Pschychedlic pop
A blast of 60s and Pop Art energy, with bold colors, trippy patterns, and Andy Warhol-esque graphics. Expect to see high-voltage, eye-catching designs in sectors like beverages and cosmetics.
THE BOLD & THE PLAYFUL
Wes Anderson-like
Perfectly curated color palettes, nostalgic symmetry, and whimsical storytelling. Packaging now feels like a scene from a cinematic masterpiece, making it ultra-memorable.
Simple shapes & shades
Primary colors, geometric minimalism, and stripped-back typography create unmissable shelf presence. Brands are embracing punchy, high-contrast packaging that demands attention
THE SHAPE OF INNOVATION
Cubic pack
Square, compact packaging isn’t just aesthetic—it’s practical. It stacks better, ships more efficiently, and reduces waste.
Solo but not alone
Brands are going all in on one ultra-memorable brand element—a single logo, shape, or symbol that does all the talking. The result? Instant recognition and visual impact.
THE CULTURAL CODES
Cultural bridges
Local artistry and traditions are shaping premium packaging, helping brands connect with global audiences in a meaningful way.
Why does it matter for brands?
In the end, what we’re really seeing across Pentawards winners is culture at work : whether it’s nostalgia pulling us back to familiar logos and patterns, sustainability shaping how materials live and die, or artistry bridging worlds. These are not surface-level design moves; they’re reflections of human behaviour, of how people want to consume, connect, and care. For brands, the challenge is not which trend to follow, but how to translate these cultural signals into relevance for them. Because the packs that wins long term need to feel right for their audience.
