9 Packaging and Design Trends Happening Right Now

Trends in packaging and branding are not just about fashion; they reflect a more fundamental shift in consumer behaviour. So what are customers reaching out for right now?


From eco packaging to bold graphics to illustrations: here’s our pick of the top 9 packaging and branding design trends that are taking hold in 2018.


  1. Using white as your canvas


White, clean, minimal packaging with bold colours and strong shapes is a top trend for 2018. A clean-cut design can quickly convey information and make a product stand out through its simplicity.


Borough 22, Jackdaw Design


Ecolor Pencils – Titsey Brewing Co. – Lyft Five Star Lager



  1. Minimalism is the new luxury


Luxury isn’t just about excess or exclusivity anymore; luxury also includes elegant, minimalist design. As a result, we’re seeing the use of neutral colour palettes combined with metallic effects emerging.


E14 Properties, Jackdaw Design


Utopick Chocolate Bars – Tangent GC Hand Cream – Metrin Skincare



  1. Geometric graphics


Design that’s flooded with geometric inspired patterns in a vivid array of colours is key for 2018. The result is dynamic and compelling, and creates a strong identity that consumers can remember.


Greenwood, Jackdaw Design


Bern’s Limited Edition Spirits – Niche Tea – Fortnum & Mason Florentine Biscuits



  1. Carefully crafted


Hand-drawn illustrations and lettering brings energy, personality and warmth to brands. Irregular shapes, natural textures and attractive iconography ensure shelf stand out.




Cat Cookies – Coronado Coast Wise Session IPA – Pip & Nut


  1. Curiosity in nature


There’s a real desire for offline experiences and a return to nature, and this trend is reflected in packaging design. This year, we’re seeing images and icons from the natural world appearing in an illustrative style across a wide range of products, including handwash, chocolate and drinks.


RSPB, Jackdaw Design


Smoor Chocolates – Pepsi – Villa Yasmine



  1. Keep it simple


With so much noise and messaging, sometimes less is more when it comes to packaging. The key to simple packaging is to generate a design that people can immediately relate to, and gets the message across in just a few words.


Claudi & Fin, Jackdaw Design


Tapped Birch Water – CS Light Bulbs – Wise Men’s Skincare



  1. A good vintage


The wines and spirits industry has been using vintage styling for some time with outstanding results. Vintage design tells a story of tradition, quality and passion. The new vintage type we’re seeing evokes nostalgia while maintaining a crisp, modern look.


Christmas card,  Jackdaw Design


Wainwright’s Honey – Grand Cru Chocolate – Hayman’s Gin



  1. Going green


Sustainability in packaging is a trend we’re seeing grow year on year. From using more renewable resources to ensuring materials are recyclable, more brands are incorporating eco-friendly design into their business in order to stay relevant with an increasingly environmentally-conscious consumer.


Loong Glin Orchard


Method – Nike Air – 360 Paper Water Bottle



  1. Illustration as narrative


There’s a story behind every design, and illustration allows brands to communicate messages in a way that’s clever, creative and appreciated by customers. Using illustration is a smart way to give your brand gravitas, as it inadvertently indicates value as well as style.


E14 Properties, Jackdaw Design


Coconut Collaborative  – Fortnum & Mason Chocolate Biscuits – TrueStart Coffee



Inspired by our pick of the top packaging and branding trends so far in 2018?


If you’d like to work with one of our talented designers to create something on trend for your brand, drop us a line at hello@jackdawdesign.co.uk or call 020 3624 0550.