DESIGN PUBLICATION.
UP AND COMING LUXURY PACKAGING TRENDS.
From the Dieline.
4 Emerging packaging trends of 2015.
Trend: Luxury Of Less
Luxury of Less is a trend that represents a new generation of luxury goods that are less reliant on established luxury brands names and ostentatious, flashy, over-design. In this post-recession era, a new wave of luxury branding is emerging, especially in Western cultures. I call this the Luxury of Less. In this new era, packaging design and luxury branding are being designed to whisper, rather than shout. The era where the overall brand experience is valued almost as much as the actual product itself. Often times, more. Although the economic climate has changed for luxury brands, there is still a strong need for their brands to express quality, heritage, provenance, and luxury values. Gone are the days of excess, over done, and unapproachable branding. This new wave is all about brands that are exude class, rather than flash. Subtle cues in the packaging are the most important aspect of the brand. It is a return to a well-crafted and well-considered notion of luxury.
Trend Characteristics:
- Subtle, understated design cues
- Tactile textures
- Soft, understated color palettes
- Hand drawn icons, emblems, or graphic elements
EXAMPLES:
Novelty
Boutique Branding & Packaging
Novelty is the high-end fashion store version of a curiosity shop based in Monterrey, Mexico. that retails high-end, yet casual apparel to chic young women with a taste for fresh, modern, high fashion. Anagrama created the luxurious yet approachable branding, interior design, and packaging. It features simple watercolor illustrations, a soft pastel palette, and textural design elements.
Honor
New York-based RoAndCo Studio created the branding, collateral, and packaging for Honor, a high-end women’s fashion brand. The full-fledged luxury brand translates the nostalgia of an old-world atelier, into a line of clothing that’s wearable and visceral. The branding and packaging were created to be revenant to the contemporary woman. Honor expresses its’ luxury through a design that is minimal, understated, and well-crafted.
Trend: Ultra-Pure.
Ultra-Pure is a trend where brands are looking to create pure, stark, highly minimal stripped back brands, packaging systems, and brand environments. This trend is a reaction to growing consumer appreciation and desire for minimally designed brands and products. Ultra-Pure takes brand minimalism a step farther: It is the process or reducing a brand’s essence into the purest, simplest abstract form. It is the opposite of excess, it is the ultimate expression of brand purity.
The brand is typically expressed through simple abstract shapes, usually representing some aspect of the product itself. It relies on an absence of branding: there are usually no traditional logos. Rather, brands following this trend typically use simple sans-serif style typography for both the brand’s logo and the packaging typography. Ultra-Pure is a bold brand statement, usually with monochromatic or dichromatic color schemes.
Trend Characteristics:
- Monochromatic or dichromatic, generally no more than 2-3 colors
- Straight forward and stark design
- No traditional logos, generally a minimal word mark
- Abstract, geometric shapes, patterns, or graphic elements
L’eandry
Luxury Laundry Detergent Brand
L'eaundry is a new brand of luxury laundry detergent by The Deli Garage. German-
based Korefe, completed the concept and design execution for L'eaundry. L'eaundry has taken an everyday product and created a new product concept and packaging design that is inspired by high-end perfume. To express this, the packaging features an ultra minimal black and white color palate with simple abstract perfume bottle shapes. The L’eaundry logo is set in contrasting sans-serif type.
based Korefe, completed the concept and design execution for L'eaundry. L'eaundry has taken an everyday product and created a new product concept and packaging design that is inspired by high-end perfume. To express this, the packaging features an ultra minimal black and white color palate with simple abstract perfume bottle shapes. The L’eaundry logo is set in contrasting sans-serif type.
The Basics
Specialized Skincare Line
The Basics is a new line of extremely specialized products within the cosmetics and skincare industry, and was created to be an exercise in consumerism. The Basics produces 4 types of products which can effectively cover all skin care needs. Mousegraphics named the line “The Basics” to express this, and designed packaging featuring minimal black on white branding. The minimal abstract organic shapes were inspired by Space Invaders.
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