Trending at Mid-Year: Packaging Design that Serves the Brand

With the first half of 2025 behind us, Packaging Digest’s January prediction that smart packaging and branding would play a pivotal role in the year’s packaging design strategies is bearing out.

The integration of digital technology with physical marketing collateral, including packaging, continues apace.

“Today’s consumer expects every brand interaction to reinforce a distinct personality and promise, whether they’re scrolling a mobile ad, picking up a product on shelf, or engaging with content in store or on social,” says Philip Congello, EVP of client success at marketing agency Mod Op.

The idea of a brand world will become more prominent, where all aspects of a brand’s visual and experiential elements are unified.

This includes packaging, advertising, digital experiences, and in-store displays and artificial intelligence (AI)-enhanced tech creating a cohesive and immersive brand experience. The brand world is getting bigger.

Trending at Mid-Year: Packaging Design that Serves the Brand

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