Packaging is today one of the key elements of effective branding. Consumers make purchasing decisions in the blink of an eye, so the packaging itself must catch the eye and convey the brand’s story. At Papajastudio – a branding agency based in Kraków and Warsaw – we observe closely what currently dominates the market. What packaging solutions will rule the shelves in 2025, and which brands are setting the trends?
1. Eco-friendly, but premium
Eco-friendly packaging is no longer just a “green add-on”; it has become a fundamental part of brand strategy. This can be seen, for example, in Coca-Cola’s line of bottles made from recycled PET or in Żywiec Zdrój’s projects, which have long invested in a closed-loop system. Importantly, brands today are also focusing on a premium look – matte finishes and elegant details ensure that sustainability goes hand in hand with prestige.
źródło: https://www.zywiec-zdroj.pl/biuro-prasowe/398/zywiec-zdroj-zamyka-obieg-plastiku-
2. Bold colors and strong contrasts
Today, shelves are dominated by colors that immediately catch the eye. Fanta has refreshed its packaging, opting for juicy, vibrant hues and large typographic elements.
źródło: https://www.zywiec-zdroj.pl/biuro-prasowe/398/zywiec-zdroj-zamyka-obieg-plastiku-
3. Minimalism 2.0
Minimalism isn’t going away, but it’s evolving. Apple has long proven that simple, clean forms can build a global brand. In Poland, this trend is visible in local craft beer packaging or products from Ministerstwo Dobrego Mydła – simplicity combined with thoughtful details attracts conscious, discerning customers.
źródło: https://www.zywiec-zdroj.pl/biuro-prasowe/398/zywiec-zdroj-zamyka-obieg-plastiku-
4. Packaging as Storytelling
Brands are increasingly using packaging to tell stories. A great example is Piątnica, which features local traditions and short tales about the regions where its products come from, or Wawel, which in limited chocolate editions incorporates illustrations and stories inspired by Polish culture. Packaging becomes a narrative, not just a product container.
https://www.wirtualnemedia.pl/piatnica-promuje-serki-homogenizowane,7169320312498305a
5. Technology at Your Fingertips
Interactive packaging is becoming the new standard. Lay’s introduced a limited series of chip bags with QR codes that, when scanned, allowed users to unlock Spotify playlists. In Poland, similar solutions are being implemented by Żywiec.
źródło: https://www.qrcode-tiger.com/pl/lays-qr-code
6. Limited Editions and Personalization
Packaging personalization continues to be effective. Nutella’s iconic jars with individual names and Coca-Cola’s “Share a Coke” campaign are prime examples of how packaging can go viral. Increasingly, similar approaches are seen in local limited editions, such as craft beers.
https://www.coca-cola.com/pl/pl/offerings/share-a-coke/customization
Summary
On the shelves in 2025, the leading trends are: eco-premium, bold colors, Minimalism 2.0, storytelling, technology, and personalization. Top brands – from Apple, Coca-Cola to Piątnica – are already embracing these trends, and smaller brands are quickly following suit.
At Papajastudio – a branding agency based in Kraków and Warsaw – we design packaging that not only aligns with these trends but also helps our clients’ brands stand out in the battle for consumer attention.
Want your brand to dominate the shelves like Coca-Cola? Get in touch with us – Papajastudio, your branding agency.