THE latest innovations in festive packaging are set to be explored at the upcoming London Packaging Week.
For many brands, capturing seasonal magic is a process that often starts 12 to 18 months in advance. Early groundwork allows designers to anticipate consumer moods, explore emerging aesthetics, and create concepts that balance innovation with familiarity.
Speaking ahead of London Packaging Week, Claire Hoe, design director at Sun Branding, said, “I think it’s becoming more and more about people wanting to craft again. There’s also the advantage of being money-conscious and actually able to make things yourself.” The landscape has shifted in recent years, with the impact of traditional TV advertising said to have ‘softened’. “Being sensitive to what’s happening while still delivering a positive message is really hard to get right,” Claire added.
Steve Parkhouse, key account director at Curtis Packaging, explained how interplay between tradition and innovation shapes the industry. “We’re seeing bold colours, simplified designs, and patterned graphics feature strongly, creating a handcrafted yet festive look. Material choices vary; some brands favour a crafty, uncoated feel, while others incorporate subtle metallics or sparkles to add seasonal cheer without losing the artisanal appeal.”
The fusion of creativity and strategy is said to be particularly visible in beauty gifting and confectionery. Jane Struk, creative director at ARD Agency London, highlighted the trend toward premiumisation. “People want gifts to feel more special, more customised, with a richer experience. That could be through the structure of the packaging or the unboxing experience… the ‘wow effect’ is always required from brands, and every year we have to raise the bar.”
Paul Hamilton, head of sales & marketing at Hunter Luxury, said that to design for Christmas 2027 is to embrace ‘strategic foresight, blending creativity with discipline’. “The packaging of the future must tap into consumer behaviour and become part of the experience itself – a tactile, beautiful, meaningful extension of the brand story.
“No longer can brands afford to iterate again and again to react to any shift in the market. Instead, the focus must be on getting things right the first time, aligning every detail from concept to production with the rhythms of the global supply chain.”
These conversations will come to life when the industry gathers at London Packaging Week on 15 & 16 October at Excel London.
