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TOP SEVEN LEARNINGS FROM PARIS PACKAGING WEEK 2025
We sent Ali, Grace and Sarah on a Parisian packaging voyage, to seek out the crème de la crème of the top design, sustainability and innovation trends emerging from the world of packaging design for the year ahead.
Here’s a taste of what they heard on their trip...
01
Keeping it Real
Leveraging raw humanity as a source of creativity and energy.
Talking human to human at a brand, consumer and team level was a prevailing topic. Tapping into and understanding culture (whether within a creative team or our everyday lives) ensures we stay relevant. We also heard how initiating open conversations and leveraging humanity can be a source of creativity and energy.
02
Neuro Inclusivity
Simplified design reduces the consumer cognitive load.
From lightening the cognitive load, to optimising the multi-sensorial experience, we heard how brands are making design accessible for all by elevating the user experience. Neuro design is coming to the forefront as a powerful point of difference with competitive advantage.
03
Activating Empathy
Step into the shoes of the consumer.
Speakers emphasized the importance of looking through a true consumer lens to create brand experiences that matter and have meaning; experiences that evoke emotions, connect people, reduce pain-points as well as inspiring positivity.
04
The Beauty of Sustainability
Sustainable design can be built into a brand’s DNA.
A semiotic shift is taking place, redefining the codes of sustainability with an elevated, pared back aesthetic that makes delicacy desirable. Consumers are seeking out planet-friendly packaging where these coveted eco credentials raise the stakes with superior association.
05
Better Together
A creative playground inspires creative teamwork.
‘Collaborative play’ was the phrase of the two days; working as one to get the process right across markets, partner agencies and internal teams to create an inspiring creative culture. Speakers expressed how care and honest communication ensures an aligned vision and quality design.
06
Timely yet Timeless
Balancing consistency with flexibility is key to brand success.
Haleon and Pepsico both spoke about the need to balance assets as part of your brand DNA. Fixed assets drive distinction and embed memory structures, whilst flexible assets allow brands to move with the times, stay relevant and open up to new audiences.
07
Leading the Change
We’re all responsible for prioritising industry-wide initiatives.
Businesses, brands and suppliers are stepping up to the plate in the pursuit of better practices in FMCG categories. From releasin innovative light-weighting patents to imparting knowledge to unlock greater accessibility, we see altruistic gestures that positively show the way forward.
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