BEVERAGE PACKAGING
Beverage Packaging Design Trends in 2024
With the third quarter of 2024 approaching, some trends in beverage packaging design have already made themselves felt in the industry. We’ll look at some of the design ideas currently making their way to the shelves and helping brands stand out from the competition.
Minimalism
2024 is likely to see the trend toward more straightforward design concepts continue to grow. Minimalism remains a great way to emphasize the core details of a design and prioritize the elements you want to stand out to the consumer. Effective minimalist designs can convey the product name and brand identity instantly, enhancing brand recognition by making the design more memorable and striking.
Symbolism remains a critical aspect of minimalist graphics, as it allows brands to express a lot with very little. This can distinguish between brands that achieve iconic status and those that don't. For example, the red star on Heineken drinks and the Guinness harp are prime examples of brands using symbolism to create a deeper sense of recognition around their products.
Millennial Pink
This newly coined colour achieved rapid popularity in 2024, and it looks set to ascend even further this year.
It’s gotten a lot of attention everywhere from fashion to hair color, and of course has made a big splash in the field of product packaging.
It symbolises a playful aesthetic that connects well with younger demographics and brings a lightheartedness to packaging design that catches a second glance in a way to help set a product apart from the competition.
Pastel Tones
In much the same vein as millennial pink, pastel tones are informing more and more color palettes in packaging design in 2024.
They make for a breath of fresh air in a design field typically filled with the kinds of stark and bold tones that have been employed in the bottle market for so long.
Pastel tones are more calming and complementary on a package, without sacrificing their potential for incorporation into a vibrant design to provide a soothing charm without feeling cheap or disingenuous towards the consumer.
Holography
Holographic finishes are catching on with packaging designers in 2024. A holographic logo can add an extra dimension to a bottle and turn the bottle as well as just the label into a design itself. There’s an added visual impact that commands the viewer’s attention and provides more visual stimulus than what a normal label can provide. When you’re trying to make your product stand out amongst several square feet of shelf space, it’s techniques like this that can keep the gaze lingering in the critical first few seconds to visual engagement.
Contemporary Calligraphy
Calligraphy has been a staple of beverage packaging for quite a while, but innovations in modern calligraphy have started to filter into the drinks industry in a big way of late. Modern fonts can be given personalised tweaks to help establish individual brand identity beyond just the bottle and extend into marketing materials as well.
The Hand-lettering has proven particularly promising in this regard, allowing designers to add their own personal touches to script and play around with lettering to produce novel and distinctive styles that makes it an ideal approach to the design of packaging for products like wine bottles.
The various craft wines offered by Peter Wetzer are a great example of the kind of work possible with this design philosophy.
Sustainability
While it’s something of a buzzword in industry circles these days, sustainability can do wonders for a brand when it’s effectively incorporated into beverage packaging design.
It’s a good way to engage with consumers on an ethical level, which can forge a much more significant sense of brand engagement that you’d be hard pressed to replicate by any other means. It can also help keep costs down when it comes to manufacturing overheads.
A great example of such a brand is Boxed Water, who offer consumers an eco-friendly alternative to plastic bottled water by using completely recyclable packaging distributed flat to regional filling centres allowing for a reduction in the product’s carbon footprint.
A trend is only useful when it can be effectively aligned with both brand, product and the overall ambitions of a company. It’s pointless trying to incorporate modish trends when there’s a big chasm between product and packaging, but when employed effectively, they can improve engagement with the appropriate demographics and give beverage packaging design a boost in contemporary relevance.
Recyclable Materials
- Aluminum: Increasingly preferred for its infinite recyclability, aluminum cans are lightweight, durable, and maintain beverage freshness.
Expect more brands to switch from plastic to aluminum to reduce their carbon footprint.
- Glass: Valued for its non-reactive nature, glass bottles are 100% recyclable without loss of quality. They are often used for premium beverages due to their perceived value and ability to preserve taste.
- Paper-Based Packaging: Innovations in paper technology have led to robust, eco-friendly alternatives to plastic. Cartons and paper bottles are gaining traction for their renewable and recyclable qualities.
Biodegradable and Compostable Packaging
- Plant-Based Plastics: Derived from renewable sources like corn starch or sugarcane, these bioplastics are designed to decompose more rapidly than traditional plastics.
- Compostable Films: Used in flexible packaging, these films break down in composting environments, reducing landfill waste.
Reusable Packaging
- Refillable Glass Bottles: Systems where consumers return bottles for cleaning and reuse are gaining popularity, especially for milk and juices.
- Durable Containers: Stainless steel or silicone containers designed for multiple uses, often seen in products like coffee or specialty drinks.
Minimalistic Design - Clean Aesthetics
- Simplified Graphics: Minimal use of imagery, focusing instead on typography and subtle design elements.
- Negative Space: Effective use of white or empty space to draw attention to the essential elements of the design.
Monochrome Palettes
- Single-Color Schemes: Using one dominant color to create a cohesive and striking visual identity.
- Tone Variations: Different shades and tints of a single color to add depth and interest without clutter.
Smart Packaging - Interactive Elements
- QR Codes: Scannable codes that link to product information, recipes, or brand stories.
- NFC Technology: Near Field Communication chips embedded in packaging that provide interactive experiences when tapped with a smartphone.
Temperature Indicators
- Thermochromic Ink: Changes color based on temperature, indicating when a beverage is chilled to the ideal drinking temperature.
- Integrated Thermometers: Digital displays that show the current temperature of the beverage.
Personalized and Customizable Packaging - Limited Editions
- Seasonal Designs: Unique packaging for holidays or special seasons (e.g., summer, Christmas).
- Event-Based Editions: Commemorative packaging for sports events, music festivals, or brand anniversaries.
Consumer Customization- Name Personalization: Allowing consumers to print their names or messages on packaging, often used in campaigns like Coca-Cola’s “Share a Coke.”
- Custom Artwork: Options for consumers to create their own designs or choose from a selection of artwork.
Convenience-Focused Packaging - On-the-Go Formats
- Pouches: Flexible, lightweight pouches that are easy to carry and dispose of, often used for sports drinks or smoothies.
- Small Cans: Compact can sizes (e.g., 8 oz) that fit into bags or car cup holders for easy portability.
Easy-to-Open
- Twist-Off Caps: Caps that are easy to open without requiring tools, enhancing user convenience.
- Resealable Features: Packaging that can be easily resealed to maintain freshness, such as zippered pouches or snap-on lids.
Premium and Luxurious Packaging
High-Quality Materials
- Embossed Glass: Glass bottles with embossed logos or patterns, adding a tactile element of luxury.
- Metal Accents: Use of metallic finishes or accents, such as gold or silver foiling, to enhance the premium feel.
Unique Shapes
- Distinctive Bottles: Bottles designed with unusual shapes or ergonomic features to stand out on the shelf and offer a unique hand feel.
- Custom Molds: Use of custom molds to create exclusive bottle shapes that align with the brand’s identity.
Transparency and Authenticity
Clear Packaging
- Transparent Bottles: Glass or plastic bottles that allow consumers to see the product inside, conveying a sense of purity and quality.
- See-Through Labels: Labels designed to be partially transparent, providing a glimpse of the beverage.
Honest Labeling
- Ingredient Transparency: Detailed ingredient lists and sourcing information to build consumer trust.
- Origin Stories: Information about the origin of ingredients or the brand’s story to create a connection with consumers.
Eco-Friendly Printing
Soy-Based Inks
- Sustainable Inks: Derived from soybeans, these inks are more environmentally friendly than petroleum-based inks and offer vibrant colors.
- Reduced VOCs: Lower volatile organic compounds (VOCs) emissions, making them safer for the environment.
Water-Based Coatings
- Eco-Friendly Coatings: Water-based coatings that replace traditional solvent-based ones, reducing chemical use and improving recyclability.
- Enhanced Print Durability: Providing a protective layer that is both eco-friendly and effective in preserving the print quality.
Cultural and Local Influences
Ethnic Designs
- Traditional Patterns: Incorporating cultural motifs and designs that reflect local heritage and appeal to diverse consumer bases.
- Cultural Symbols: Use of symbols and imagery that resonate with specific cultural groups.
Local Artisans
- Artist Collaborations: Partnering with local artists to create unique, culturally rich designs that tell a story and support the community.
- Handcrafted Aesthetics: Designs that mimic handcrafted elements, giving a personal and artisanal feel to the packaging.
Functional Enhancements
Built-In Straws
- Integrated Straws: Straws built into the packaging, such as in juice boxes or drink pouches, for convenience.
- Retractable Straws: Straws that can be extended or retracted as needed, often used in kids’ drinks.
Ergonomic Shapes
- Easy-Grip Bottles: Bottles designed with contours and shapes that fit comfortably in the hand, reducing the risk of slipping.
- Pour-Friendly Designs: Packaging with spouts or easy-pour features to prevent spills and make serving easier.
These detailed trends illustrate the dynamic nature of the beverage packaging industry, focusing on sustainability, consumer engagement, and innovative design to meet the evolving demands of the market.