Design in 2020 – what will packaging design look like?

As part of our series of design in 2020, Claudia Morris, creative director at B&B studio, looks at what will happen in packaging design in the next 12 months.

Claudia Morris, creative director at B&B studio

What do you think 2020 will hold for packaging design?

The role of packaging is evolving massively as both designers and forward-thinking brands focus their efforts on sustainability. The emphasis will be on smart and minimal packaging and technological advances will make recyclable and sustainable materials more readily available. We will also see the role of re-usable packaging structures get much more exciting.

Designers will be considering how a brand can take ownership of a bespoke re-usable structure that aligns with their positioning and that their audience will want to have in the home. It will no longer be about in-store shelf standout, but how a brand will look on a kitchen or bathroom shelf and how the brand identity comes to life across other touch-points.

In relation to this, direct to consumer packaging will continue to evolve. Both from a minimising and re-usable perspective, but also with more radical branding as businesses maximise the opportunity to communicate during transit and delight on arrival without having to fight for attention on retail shelves.

What is your favourite packaging design project from 2019 and why?


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A post shared by Imagine Studio (@imagine.branding) on

I really like the branding, packaging and collateral that has been designed by Imagine studio for the Saules Gojus School and Kindergarden in Lithuania. It has been created to celebrate the three key elements that the school relies on; the urban environment, nature and human knowledge. The graphic illustrations, typography and colours feel really fresh and organic, and translate so well as a system of infographics. The result is a humanising design that celebrates the uniqueness of the children and the diversity of their world at the school.

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