Branding & Packaging Trends We’re Actually Excited About

AKA: What made the cut in a sea of sameness.

Every year, a new trend report drops. Most end up sounding like the last one—words like “playful” get overplayed, “eco” is slapped on anything beige, and “AI” is thrown in like parsley. But the 2025 round-up from Design & Paper hit a few chords that actually felt useful. And more importantly, useable.

So here’s Claudia’s (our Head of Brand) take. What’s in, what’s overhyped, and what’s worth watching:

01. Rich Texture & Material Play
We’re seeing brands invest in feel again. Textural contrast - uncoated with foil, embossed with gloss - lets physical packaging do the talking before a single word is read. For our clients, this is where tactility becomes storytelling.

We say: Layered, luxe, and lingering. Yes, please.

02. Type That Takes Up Space
Oversized, unapologetic typography is dominating packaging design - and we’re into it. It’s punchy, it's confident, and it stops you mid-scroll or mid-aisle.

We say: Make it bold or don’t bother.

03. Edges Over Echoes
“Perfectly imperfect” is finally being executed with intention. Think asymmetric layouts, hand-drawn quirks, and visible ‘flaws’ that give a brand soul. This isn’t scrappy - it’s considered rebellion.

We say: Texture over templates. Character over clarity.

04. Gen Z’s Favourite Colour: Chrome
The future is shiny - literally. Chrome, mirror foils, and liquid metal finishes are everywhere from beverage cans to skincare tubes. When used well, they feel like tomorrow. When used badly, they feel like an energy drink from 2012.

We say: Reflect with purpose.

05. Less Noise, More Narrative
Minimalism isn’t dead - it’s just smarter. Brands are swapping out white space for strategic silence. Simpler fronts, with story stacked behind the scenes (or under the lid).

We say: Speak softly, carry a big brand idea.

06. Hyper-Local Meets Hyper-Modern
There’s a new wave of packaging rooted in place but dialled up with digital flair. Think AI-assisted folklore, postcode patterns, reworked street maps, and hyper-regional sourcing.

We say: Local is the new luxury. If it’s authentic, lean in.

07. AI as Muse, Not Machine
Instead of replacing creativity, AI is now sparking it. From moodboard-to-mockup in minutes to custom product visualisation - it’s the tool, not the output, that’s changing the game.

We say: Use AI to augment taste, not replace it.

Final Thought:
Trends don’t matter if they don’t suit the brand. The trick is choosing the ones that feel right, not just look right. At Knot Studio, we champion brands with guts, with soul, and with the confidence to do it their own way - trends or no trends.

Want help deciphering what works for your brand in 2025? Let’s talk.