THE first-ever London Packaging Week Innovation Awards Finalist Report is now available, showcasing the trends shaping the future of the industry.
The Innovation Awards celebrate the most creative packaging minds. In 2025, the awards evaluated more than 120 entries, with 80 finalists shortlisted across 13 categories.
The report explores how sustainability is evolving, with finalists including Diageo’s Johnnie Walker Black Label paper bottle and Flora’s wet-moulded fibre tubs proving that circular materials can rival traditional plastics in strength, functionality, and shelf appeal.
Luxury cues are revealed to be migrating from high-end boutiques to everyday categories, evidenced by Spudos Crisps’ eco-design and The Jolly Hog’s craft-led bacon packaging.
Packaging is also emerging as a narrative medium: Hendrick’s Gin’s Whimsical Watering Can, Bowmore’s artist-collaborative whisky packs, and Manchester United’s collector boxes transform containers into immersive storytelling experiences.
Functionality has become a driver of desirability. Smart, well-engineered packs like Charlotte Tilbury’s refillable vanity case, Lola’s Cupcakes easy-carry boxes, and Inside Story’s interactive wine labels are held up as demonstrating that packaging can ‘work harder, delight consumers, and deliver multiple forms of value beyond protection or shelf presence’.
Elsewhere, seasonal and experiential packaging is redefining gifting, from Harrods’ 25-day luxury advent calendar to Lindt’s 5ft-tall chocolate countdown.
Cross-sector collaboration is said to be unlocking new levels of creativity. Glenmorangie x Azuma Makoto fuses whisky with Japanese floral sculpture, Macallan x Bill Amberg Studio merges distilling heritage with leather craftsmanship, and Hennessy X.O’s Spirit of Travel celebrates global design dialogue.
“The Innovation Awards don’t just celebrate what’s been achieved, they set the tone for what’s next,” said Casey McHugh, conference & community manager at Easyfairs. “Each year, the finalists show the direction the industry is heading, from cutting-edge sustainability to elevated design and immersive storytelling. Looking at these entries, you get a glimpse of the future of packaging and the creative standards that will shape the market for years to come.”
Preparations for the 2026 Innovation Awards are already underway. The awards span 23 categories and entries are free until Friday 24 April 2026, with winners and finalists to be showcased at London Packaging Week in September.
