As brands look ahead to 2026, packaging design experts are signalling the shifts set to dominate – from radical transparency and circular design to adaptive systems and interactive packs.
The common thread? Packaging is no longer cosmetic. It is a commercial lever that builds trust, distinctiveness, and measurable growth.
According to brand design leader Tony Ibbotson, founder and creative director of The Creative Method: “In 2026, packaging will earn even more influence in the boardroom. Consumers want proof, retailers demand impact, and investors reward clarity. The brands that thrive will be those that use packaging as both storyteller and strategy.”
[You can hear more in-depth discussion on these trends from Tony Ibbotson on the PKN Podcast Ep 123]
While trends evolve, Ibbotson says four design truths remain constant:
• Trust markers: Every category has signals of trust; knowing when to follow or disrupt them is crucial.
• Stand-out design: Disruption must be intelligent to win cut-through.
• Emotional connection: colour, texture, and form that evoke nostalgia, joy, or pride continue to spark loyalty.
• Storytelling: packaging that helps consumers retell the brand’s story drives memorability and advocacy.
These principles are already shaping brand success, with recent projects showing how packaging drives measurable growth.
For Saint Clair Family Estate, boutique doesn’t mean small – it means crafted. The Marlborough winery has grown into a major international exporter with a portfolio spanning multiple brands, tiers and labels, yet its packaging had to preserve the boutique feel that underpins its reputation.
“The Saint Clair story is a great example of design discipline at work,” says Ibbotson. “Clear brand architecture and consistent use of crafted assets have allowed the brand to scale globally while still feeling boutique. From cellar door to supermarket aisle, it looks and feels authentic.” The result is packaging that travels seamlessly across markets and formats without losing its boutique essence – proof that design can build scale without sacrificing soul.
Packaging Trends 2026
- Radical Transparency & Truth-Telling: Clear ingredient information, visible pricing, and even carbon footprints will dominate, building consumer trust in cost-sensitive times.
- Humanised & Handmade: Hand-drawn, tactile, and imperfect aesthetics will stand out against AI-generated sameness, making brands feel personal.
Hand-drawn and imperfect: humanised vs AI - Essence-Driven Design: Brands will mine their DNA and heritage for inspiration rather than chasing fads.
Doyles 'Always': The oldest fish shop in Sydney - Place-Based Storytelling: Geography, culture, and environment will continue to anchor design for deeper authenticity.
- Circular & Responsible Design: Sustainability will be designed into the pack: refill formats, minimalist structures, biodegradable materials.
- Interactive & Hybrid Packaging: AR, QR, and gamified features will turn packaging into a portal for brand storytelling.
- Adaptive & Fluid Systems: Single design languages will flex across multiple SKUs, markets, and campaigns, driving both efficiency and cohesion. Taken together, these trends reflect a single reality: packaging has become a strategic growth lever, not a finishing touch.
“In 2026, the brands that win won’t see packaging as decoration,” says Ibbotson. “They’ll use it as strategy – earning trust, telling stories, and creating value in ways that move markets.
