Emerging and established trends in brand & packaging design
Jane Struk, Creative Director at epda member ARD Design, shares insights as Pentawards Jury Member 2024
"The diverse range of design submissions from around the world this year unveiled both emerging and established trends, all reflecting the global shift on sustainable and meaningful design.
Here are a few of them that stood out to me as a juror.
1. Structural design innovation
As a 3D object, packaging offers multiple opportunities for creative and functional use of its surfaces, especially when these solutions help reduce plastic consumption or improve usability, and make the packaging more accessible.
2. Engaging multiple senses
Material choices (or their absence), textures, colours, and visuals can truly elevate the unboxing experience, adding depth to the overall design perception.
3. Storytelling: a new chapter
It’s been around for years, but storytelling is evolving - becoming more authentic, interactive, and sincere, evoking emotions and building a deeper connection with consumers.
4. Warmth of craft
Celebrating meticulous execution, handmade details, and the organic beauty of imperfect shapes, craft infuses design with a heartwarming feeling.
5. Retro vibe
A new vision for retro typefaces, colours, and illustration that blends vintage aesthetics with bold, contemporary visual language."
