Today, packaging is one of the main carriers of brand identity and a crucial factor in purchase decisions.

According to research by Ipsos (an international marketing research company), 63% of consumers repurchased a product because of its packaging design, and 52% are willing to pay more for products if they like the packaging — as indicated by a study from the WestRock agency.

Modern consumers choose not only the product but also the philosophy behind it. They pay attention to how a brand cares about the environment, how transparently it communicates, and what emotional impression it leaves.

In the United States, over 40% of respondents are willing to pay more if the packaging is environmentally friendly.

That’s why packaging design today is a synthesis of marketing, creativity, technology, and social responsibility. In the coming years, we’ll see major changes that will shape a “new language” of packaging. Let’s explore the key trends that will define the future of the industry in 2026 and beyond.

1. Sustainability as a standard, not a trend

Materials of the Future.

Manufacturers are actively adopting biodegradable films, compostable polymers, and mono-materials that are easier to recycle. Traditional plastic is being replaced by mushrooms, seaweed, and even agricultural waste — all used to create alternative packaging solutions.

Notpla

One example is Notpla, a pioneering company in the development of biodegradable packaging materials made from seaweed and plants, offering an eco-friendly alternative to single-use plastic. In 2023, the Dutch government officially recognized Notpla’s patented material as the first and only one that meets the strict standards of the EU Single-Use Plastics Directive and is truly plastic-free.

Notpla’s products fully biodegrade within just 4–6 weeks, making the company a reliable supplier of sustainable packaging.

2. The Digitalization of Packaging

Technology is transforming packaging from a static object into a media platform.

QR codes featuring brand stories, product recommendations, and recipes are no longer a novelty — brands are actively embracing augmented reality. This opens up a powerful opportunity not only to communicate company values but also to engage consumers in a deeper interaction with the product. This trend is gaining momentum and is being adopted by more and more manufacturers.

PepsiCo case study

In one of Pepsi’s advertising campaigns, a limited edition of products was released featuring QR codes that gave consumers access to Apple Music for the summer season, along with prizes such as tickets to Apple Music Live events, Beats By Dre headphones, and exclusive Pepsi merchandise.

According to Todd Kaplan, Chief Marketing Officer at PepsiCo, Pepsi uses QR codes to drive traffic to brand websites during the summer season, as people tend to buy more refreshing beverages at that time than any other period of the year.

“We look at everything we do through the lens of cost-effectiveness and consumer convenience, and ultimately, the simplest way to connect our physical product to a digital interface is through a QR code,” Kaplan said, commenting on the brand’s decision to allocate more of its marketing budget toward QR code technology.

3. Minimalism with a focus on meaning

Due to information overload, many brands have begun shifting toward simplicity and clarity. The trend now favors clean design, a sense of trust through aesthetics, and functional details that make packaging “speak” through tactile sensations.

Aesop

Aesop is a premium Australian skincare brand founded in Melbourne in 1987. The company produces skin, hair, and body care products by combining botanical ingredients with scientifically developed formulations. Aesop’s signature style is recognized for its minimalist packaging design, distinctive boutique interiors around the world, and its emphasis on the scientific foundation of its formulas.

4. Emotional personalization

People are tired of being treated as anonymous “average consumers.” They want products to speak directly to them.

Mass customization

Modern printing technologies make it possible to produce millions of unique packages. The most famous example is “Share a Coke,” where each bottle featured a different name. It’s hard to find someone who didn’t give in to the temptation of buying a bottle with their own name on it.

• Limited editions. Collectible designs create added value and encourage faster purchasing decisions. This approach is especially effective in the beauty industry and FMCG (Fast-Moving Consumer Goods).

• Cultural context. Packaging can be adapted to local audiences — from national holidays to trending memes. This creates emotional resonance and a sense of closeness.

Starbucks (Día de los Muertos in Mexico)

In Mexico, Starbucks released cups and packaging featuring skulls in the “calaveras” style — traditional illustrations for the Day of the Dead.

Absolut Vodka (Absolut Cities Series)

The Swedish brand released limited-edition series in which each bottle was designed in the style of a specific city.

5. Biophilia and nature-inspired design

It’s no secret that many brands today are inspired by nature and actively showcase this in their communication with consumers.

• Organic forms. Rounded contours and uneven lines that mimic the shapes of natural objects are becoming more common.

• Natural materials. Paper with plant inclusions, untreated cardboard, and paints made from natural pigments are gaining popularity.

Seed Phytonutrients is a family-owned natural cosmetics brand founded in 2018 by Shane Wolf, a L’Oréal executive and farmer by passion. The company emphasizes sustainability and eco-consciousness, blending beauty with agriculture. Its product line includes hair, skin, and body care items made with minimal environmental impact. The bottle design resembles tree trunks, and the packaging contains actual seeds.

6. Packaging as an experience

In the future, packaging will no longer be just “a box around the product.” It will become a full-fledged element of the customer experience.

Multi-layered Unboxing

Every action during the unpacking process becomes part of a narrative — from the first touch to the final “wow” moment. This is especially relevant in e-commerce, where the unboxing experience replaces the offline ritual of purchasing.

Thelma’s Cookies (USA)

The box is designed to look like an oven. To get the cookies, you have to “open the oven door.” This creates the impression for the customer that the cookies have just been freshly baked.

Gamification

Hidden messages, puzzles, and augmented reality elements turn the interaction with packaging into a playful experience.

Doritos – Guardians of the Galaxy Edition (USA)

A limited-edition package designed to look like a cassette player. To access the chips, you had to open the player in a special way.

7. Transparency and Honesty

Today’s consumers no longer just expect transparency from brands — they demand it. Packaging becomes a direct tool for this dialogue.

• Transparent windows. The ability to see the product inside builds trust.

• Open information. Clear data about ingredients, origin, and environmental impact.
• Authentic Tone. Packaging increasingly speaks to consumers in a human, relatable way — without corporate jargon or marketing clichés.

A standout example of openness and honesty is the Swedish oat milk producer Oatly, which boldly uses packaging as a marketing tool, often poking fun at industry peers who exaggerate their product descriptions.

Text on the packaging:

Just so you know, we’re not about all that stuff. We’re just a very, very, very good oat drink. If you don’t like the idea of oat milk, then we’ll just be a boring oat drink to you. But if you do like the idea of oat milk, then we’ll taste like a really good oat drink. Because we were the ones who made the first oat drink 30 years ago in southern Sweden (back then it was considered a weird thing to do), and since then we’ve been perfecting the process of turning oats into liquid while keeping all the nutrients. So if you happen to come across this packaging in a store, go ahead and give it a try. And don’t expect your mind to be blown by adjectives that defy reality, because honestly, we’re just an oat drink.

8. Sensory engagement and multi-format design

The packaging of the future will engage not only sight but other senses as well.

• Tactility. Embossed textures, unusual coatings, and soft or rough surfaces enhance the tactile experience.
• Sound and scent. Some brands are experimenting with packaging that makes a sound when opened or includes encapsulated fragrances.
• Multi-format adaptability. A single design can be adapted for offline retail, e-commerce, and virtual environments.

L’Occitane

Incorporates Braille elements on its product packaging, ensuring accessibility for people with visual impairments. This not only improves the user experience but also highlights the brand’s commitment to social responsibility.

9. Merging offline and online

By 2026, packaging will become a “bridge” between the physical and digital worlds.

• Instagrammable design. Brands will continue to rely on Instagram-friendly formats, designing packaging that people want to photograph and share on social media.
• Social engagement. Major brands are already using packaging as a tool to influence social processes. Through QR codes, they’re launching challenges and fundraising campaigns — and this trend is only gaining momentum.

Conclusion

Ultimately, the packaging of the future is not just cardboard, plastic, or biodegradable material. It’s storytelling — stories about where the product comes from, what values the brand stands for, and what emotions it can evoke in the consumer.

In the near future, we’ll witness a fusion of technology, sustainability, and emotional communication. The winning brands will be those that can turn packaging into a smart, eco-friendly, honest, and truly inspiring tool for engaging with their audience — one that leaves no one indifferent.

Сообщение The future of packaging. Trends for 2026 and beyond появились сначала на Creative agency Moloko.

A сreative couple is not just a union made in creative heaven. This is an effective method of working on absolutely any project and task. Collaborating the skills, experience, and characters of the two departments allows you to get more holistic solutions in less time.

Creative pairs include a creator and an art director, a copywriter and a designer, an author and an artist. Moreover, the canonical idea of a creative couple sounds like this: one comes up with an idea, and the second — how to visualize it. But in practice, this is a more multifaceted interaction. In a pair assault, the creator ALREADY thinks in images, and the designer immediately conceptually calculates the options for decomposing the idea into media.

The concept of a “creative couple” has existed for almost 100 years. As its iconic example, the team of Jeff Goodby and Rich Silverstein, the legendary creators of the “Got Milk?” advertisement, can be cited.

1993, the California Milk Producers Association asked Goodby, Silverstein & Partners for help. At that hot time, it was impossible to compete with manufacturers of soft drinks. Internal research showed the creative couple that most of the target audience often drinks milk and knows its benefits, but sales were constantly falling.

Next, the agency conducted in-depth interviews, which helped to find an excellent insight: consumers often drink milk with something, washing down sweet cookie sandwiches with peanut paste or jam. Moreover, they feel terrible if they have bitten off a large piece, but there is no milk to wash down this sweet lump. This discovery allowed the copywriter and art director to develop a simple and ingenious idea for an advertising campaign, which, even years later, continued to increase milk sales.

Another example of practical work in a creative pair is the binary identity created due to the joint work of the creative director and the art director of Moloko Creative.

The story began with the fact that CTDev smart company wanted to upgrade, emphasizing its uniqueness and reflecting its total power in creating individual IT solutions of various complexity levels in the secondary insurance field.

Creative Director (CD): “How do you protect any information?”
Art Director (AD): “Encrypt using binary code.”
CD: “CTDev provides the key to this decryption. What if…”
AD: “…Make a key out of 1 and 0? And then you can encode everything…”
CD: “… And make unique patterns out of the code!”

This is how the idea came about to use binary code as a critical graphical element of identity: a binary pattern unique to each component easily scales the design system for any object. The concept, created in a joint creative impulse, was highly praised at the Global Design IT Awards and MUSE Creative Awards.

Working in creative tandem allows you to find simple solutions quickly but, at the same time, innovative ones based on research. The creator and designer analyze the market, competitors, product, and audience and look at the problem from their perspective, which helps to feel the insight and see the solution faster.

This work format was vividly demonstrated at Moloko Creative during the development of an identity for SunSource, one of the largest manufacturers of solar panels in the United States. The creative couple was inspired by scientific articles about solar activity in America during the marketing research. This prompted them to think about creating a logo based on real facts and actual numbers.

The creator: “We wanted to convey the importance of using environmentally friendly electricity through the logo and identity.”
Designer: “We had a lot of statistics on the dynamics of solar activity in each state.”
The creator: “Really impressive data that everyone should see!
The designer: “Yes, the only question was how to do it the easiest way.”
The creator: “We found the answer right away. It was like this: let’s… cram the American sun into one logo. Literally!”
Designer: “The sun… Precisely! Let’s twist all the data into the sun!”

As a result, the annual statistics on the number of sunny days in each state and the amount of sunny time between sunrise and sunset have been transformed into the shape of the sun in the logo, which adapts and visually shows the change in data. The project was awarded at the MUSE Creative Festival and the International Design Awards.

How to build a creative relationship: Compatibility in creative couple

Creative relationships with one partner over a long time are now scarce.

Creative newlyweds

In most cases, it is a union of young and active professionals at the beginning of their journey to follow the path of advertising festivals and competitions together. However, specialists with richer emotional and professional experience find common ground faster and easier, forming creative pairs for specific projects.

A creative couple on a desert island

The second situation is forming a creative couple: you are alone on a desert island. These are cases where circumstances include creative couples — for example, a small staff with only one creator and designer. Working together on all projects, they gradually build their creative civilization.

A creative marriage of convenience

The situation resembles forced marriages in the Middle Ages when the creator and the designer were forced to work together. But in practice, everything is much more interesting because there is one step from hatred to the concept, so a creative connection is formed quickly. And if it has happened, then ideas in this creative couple are born like sparks.

A creative couple by fate

Powerful creative couples are when your level of mutual understanding, expertise, and craziness objectively exceeds the acceptable level. In such creative couples, everyone activates each other, thoughts merge in a stream, and the necessary solutions are confidently given out in seconds. These were stories when they went through such projects together that would have destroyed many, but these people were made even closer. These designers and creators have many years of experience, observation, and a multifaceted view. Such creative unions cannot be destroyed. They are the most productive and creatively prosperous.

Creative couples of the new generation

A new trend is a creative couple with a neural network. Increasingly, the creator finds mutual understanding with Midjourney or DALLE-2, and the designer finds common topics with ChatGPT or Bard Google. So far, this cannot be called a full-fledged creative couple, but perhaps soon, AI will understand the tasks of the creator and the designer faster.

No matter what typle of creative couple it is, this is still the most effective method of generating ideas. After all, one head is good, and two are even better! Therefore, feel free to try to work in pairs, and you will find your creative soulmate.

Сообщение The Creative Couple Method. 5 Strong Pairs and Creative Design Solutions появились сначала на Creative agency Moloko.

Technology and AI have always been the driving force behind great inventions and breakthroughs in human history. As creators, we live in one of the most exciting eras, where technological progress is constantly making huge strides forward. However, the development of artificial intelligence is one of the most anticipated technological developments.

Nowadays, artificial intelligence is the main topic for discussions based on misconceptions and endless questions about the goals and consequences of creating AI.

But despite all the inconsistency and complexity of some issues, we are still using it more and more in our work.

What “buns” does this give the brand regarding the design component?

Speed with AI technology

When you have many processes and need to produce a result or design solution quickly, sometimes speed is essential here. With artificial intelligence, you can get some fast, primary direction and, based on it, adapt and improve your design solution. Most importantly, you have been given a quick foundation to work with.

This has helped us in our projects as well. For example, when we were developing a comic for the KFC brand, the prototypes generated by Midjourney served as the basis for creating characters. This significantly accelerated the work and allowed the artist to rely on AI-generated images when creating characters.

Now, a lot of agencies are actively implementing this practice. This led to the formation of such a service as Express Design, where the client is quickly provided with an exciting solution created by the joint efforts of AI and the designer. It is fast, simplifies the work, and gives a high-quality result with proper handling and direction.

Moreover, it allows you to solve routine tasks and concentrate more on creativity quickly.

“The designer can spend the time saved on more meaningful tasks.”

Experience design and user experience

Now, AI is actively used to bring the user experience to a new level, as today, more and more brands put the consumer at the center of their semantic postulates. Because of this, the audience is increasingly likely to meet excessive demands. They are very selective and skeptical. Therefore, the task of the brand today is to provide the maximum consumer experience at all points of contact — and it does not matter whether it is a website, a service in a store, or the experience of buying from the brand.

It is to improve the consumer experience and greater personalization that AI is now being used more and more often. For example, have you seen this remarkable and inspiring board on Pinterest? It was created using AI-driven content discovery technology.
They use algorithms to analyze consumer habits, preferences, and interactions to provide maximum feed personalization. This analysis helps to create a content feed that matches the tastes of each platform user. This aims to inspire users with ideas, products, and content that evoke a response, leading to increased engagement and time spent on the platform. You can read more about AI-Driven Content Discovery in this study.

Is creativity at a new level?

Undoubtedly, AI technology helps to make, for example, many variants of the same design and to do it quickly. Moreover, with proper query construction, you can get a lot of quite creative variations. This is especially important when making several innovative concepts for one person is necessary, and at the same time, they should be distinct. This lets you approach the problem from different angles and suggest an exciting idea.

Designers Andrea A. Trabucco-Campos and Martin Azambuja (Vernacular) became interested in the available tools. They created Artificial Typography, a project and book born out of curiosity about artificial intelligence. They have also recently implemented artificial intelligence tools in the early project development and research stages.

“ChatGPT is a great tool for providing generalized information from a client based on data that exists on the Internet (which is usually a lot).”

Data-driven

Thanks to AI, it’s cool that design decisions can now be based on data. This allows you to create exciting projects based on analytics and have a more profound message. Today, design should be not only emotional but also feasible, adaptive, and functional. It has become much easier to create such systems using AI technology.

What is meant by data-driven design in the industry? 

This can be analyzed using the example of Pentagram. The agency’s designers worked with Artolution to identify and create datasets that would help describe the scale and scope of projects, including their size, duration, and the topics they address, such as peace-building, gender equality, and environmental sustainability.

As a result of painstaking work, an interactive map was created, which is made in the form of a timeline. It has a winding path, which suggests that social projects are part of a movement taking place around the world.

This is an excellent example of how technology AI can help classify and visualize data. It’s also about speed, simplifying the system’s building, and creating a “map” of signs and symbols that are the basis for data design.

But no matter how happy we are about AI’s positive aspects, several risks can negatively affect the development and application of this technology in work.

The risk of degradation, as well as the legal aspect

There is a lot of debate about whether AI will become an ally or an enemy of the industry. So far, designers are actively and increasingly using AI in their work, but there is one big BUT. Today, people who understand almost nothing about this technology use artificial intelligence to create real things. This increases the risk of reducing the quality due to ignorance and inexperience.

Moreover, if a person is not experienced in using technology AI, it may remind you of the exam where you are sitting, but another person decides it for you while telling you the answers. And if you “mindlessly copy” without understanding the essence of the matter, the result may be of poor quality because you did not create it without diving into the subject’s heart.
Another important aspect is the legal one. This issue is critical to regulate and currently needs to be held in legislation. It is vital to understand that a solution created with the help of AI can be used for commercial purposes. At the same time, it is essential to mention that the solution was created using AI since artificial intelligence is partially the author of the result of intellectual activity.

When transferring the rights to the client, if, for example, this work was done for the brand, it is worth mentioning the work process and what percentage of the contribution was made by AI. Suppose this was used only as a hint in generating ideas and was not used in the final result, then okay. If the result is the AI’s work, it should be indicated in the references and authorship.

“It’s also a good tool to check if any visual concepts have been used before and to do some kind of legal work.”

Ethical issues while using AI technology

Recently, a trend has started in TikTok, where people create their LinkedIn profile images using AI technologies. The results are fantastic! But, there is also a downside to the coin. The fictionality of the character, the facet of reality and reality, can serve as a wake-up call for the industry to start thinking about the social and ethical consequences of artificial intelligence.
Imagine you are a worker and look at a person’s profile; you see his image. The catch is that since this photo is generated using AI traits, a person’s appearance can be distorted or improved to such an extent that it will no longer seem real. Or it will be a highly idealized picture.

So, it is in the design industry. Designers can apply solutions by creating images or other brand solutions that will be presented as reality, even though it is not. An unreal picture creates false impressions, often leading to incorrect/distorted perceptions. This is dangerous because it can mislead the consumer.

Let’s summarize the outcomes.

What conclusions can be drawn?

AI is the most potent tool that can play into the hands and become a dangerous tool in the industry, mainly if it is used by people unknowingly (education in this industry is more important than ever).

Yes, there is no denying that there is a future behind this: this saves time, develops creative thinking, and helps to create a variety of variations of solutions — in general, it makes life easier in our industry in many ways.

However, it is essential to remember that AI is just an addition to our creativity and work, not a substitute. Therefore, it is worth using this technology as a tool and skillfully handling it while remembering that, after all, the person and the company are behind the final product, responsible for its uniqueness, and make the final decisions.

Сообщение 6 main points about the implementation of AI by designers in working with brands появились сначала на Creative agency Moloko.

As a real agency specializing in crafting high-quality and “talking” designs that resonate with their audience, we cannot but highlight the main trends, in our opinion, that will shape the industry in 2024. Last time, we talked about the trends of 2023; now, let’s see which graphic design trends have gained strength and whether new ones have emerged.

80% of small businesses say that the design of their branding/marketing materials is important, and 50.5% of marketers state that visual content is very important.

It is expected that by 2031, the demand for graphic design specialists will increase by 3% due to the growing need for creative content in various industries.

Here is our shortlist of graphic design trends for 2024:

Minimalism and Cleanliness

This trend emphasizes the use of simple and strong visual solutions, including clean lines, limited color palettes, and human-readable fonts. Minimalism seeks to create impact by minimizing the number of elements used.

Typography as the Main Element

In this graphic design trend, the emphasis is on innovative and creative use of fonts and text compositions. This includes experimenting with layout, size, color, and style for uniqueness and expressiveness.

Mixing Traditional and Digital Art

This trend implies the integration of classical artistic methods with modern digital technologies to create unique visual effects. It involves using styles of famous artists or designers in graphic design while adapting them to modern methods.

Multicultural and Inclusive Design

Here, the main role is played by the importance of representing the diversity of cultures and communities in design. This direction emphasizes diversity and inclusivity in visual communications.

73% of companies invest in graphic design to differentiate their brand.

3D and AR

The development and integration of 3D graphics and augmented reality (AR) open new opportunities for interactivity and immersion in brands. This means that generative design will increasingly save financial and time resources for companies.

Risograph

This 1980s printing technique from Japan has evolved significantly. Since 2023, this trend has been completely rethought for digital abstract graphics. The graininess of textures adds depth and noise to the minimalism style and is increasingly seen in agency cases.

19% of companies spend more than $10,000 a year on graphic design.

Anti-Design

Going against the “rules” and traditional canons has never been so appealing! Today, a trend is emerging that moves against pop culture and popular trends, such as minimalism or flat design, featuring bright color schemes. Its main characteristics include asymmetric shapes, bold typography, and a dark color palette.

Working with a Subscription Agency

This is also noted as one of the growing graphic design trends by the agency Primary. The sector is developing dynamically; some designers are still working remotely, while others are doing side projects or opening small studios. At the same time, design tools and the use of AI increase the speed at which designers can work, communicate, and deliver results. Customers expect much more in less time, and designers are seeking new ways to work so that income is predictable and regular. As a result, the productization of design work increases: designers offer package tariffs with a fixed set of services. Customers pay for a monthly subscription. Almost every web development agency offers this.

Brand Sprints

In today’s business environment, making smart and quick decisions is very important. Therefore, the direction of business sprints is gaining popularity, where designers quickly assemble graphic solutions in a short period without conducting thorough selection or limiting themselves in ideas.

Kinetic Identity is Still Gaining Popularity

Today, kinetic typography is increasingly used as a central element of branding. Its strength lies in the fact that such a solution emphasizes dynamism and movement in design, which is highly valued in projects.

94% of people believe their first impression of a company is design-related.

Abstract Geometry

Abstract geometry is gaining popularity in 2024, as designers increasingly adopt the idea of “organized chaos.” This involves using a large number of geometric shapes and compositions that are abstract and do not carry a simple and quickly readable meaning.

Schematic Representation

In modern design, conveying complex concepts in an easily accessible manner is more important than ever. Therefore, graphic designers are increasingly using schematic representations, as they create a clearer visual story that is easier to understand, especially when the project or solution is quite complex.

Eco-Orientation is Still a Trend

It is also important to seek design solutions that are environmentally friendly not only in visual presentation but also in implementation, which will help to use resources more efficiently. This trend also affects the avoidance of “cloying” and “artificiality” – today, more and more designers are striving for an organic feel, and especially in the FMCG category, they often emphasize environmental friendliness through design solutions.

 Let’s create meaningful design solutions that will boost the market

Сообщение Graphic Design Trends 2024 появились сначала на Creative agency Moloko.

We recently completed the development of a series of characters for the KFC brand. One of the development stages is the generation of presumed AI character models using Midjourney. Let’s share a bit about how this affected the project.

1. Variability

We showed the client many different images based on specified parameters, which better allowed us to find the necessary features for future characters. And all of this very quickly. Literally, within one day we were deciding what the characters would be like. The only complexity is the correct request to get a good image that meets our requirements.

2. Better and Faster Brief for Artists

Thanks to the images and details that can be obtained using Midjourney, we were able to give a more precise task to the artist and not spend a lot of time on revisions afterward. And most importantly, there was no need to involve the artist in the early stages, which also saves time and overall resources. The artist does not spend time on work that will reduce the cost of his check.

3. Testing Hypotheses Without Losing Money

Thanks to Midjourney, we were able to test a series of descriptions and find the best one to create the best character for the client. We didn’t even think about this when we previously created characters.

4. No Need to Pay for Another Option

This is simply the best savings. Usually, when you need to see another version of the character, you need to involve the artist again, spend time, and so on. Now it all comes down to an hour of work. The creator described the character, Midjourney produced the result, and we are ready to discuss it with the client.

It’s great that the benefits are on all sides. The client reduces timelines, the agency has the opportunity to create more options without losing money, and the artist optimizes unnecessary work, and has the opportunity to earn more.

Interestingly, Midjourney is already helping us in many ways. And what about you?

Сообщение AI Helps Launch Projects 2 Times Faster. Our case появились сначала на Creative agency Moloko.

On December 13, South Korea hosted the Design IT Awards, which annually highlights the best works in the field of information technology. The festival jury includes local market professionals and such stars as David Carson (USA), Fumi Sasada (Japan), and Julia Kassim (Germany), who in 2010 was named one of the most influential people in the sphere of design, according to the magazine “Design Week”.

The work of Moloko Creative, identity for the smart company CTDev, was awarded a special prize from the Korean Federation of Design Industries (KODIA). A binary code is in many ways the face of the whole IT industry. That is why, we decided to create a unique and simple identification system for CTDev. The identity is personalized and easily adapts to any needs of the company.

Design IT Awards is a global award where cutting-edge design solutions are used in information technology. In 2022, it was held for the 11th time.

South Korea is considered one of the leaders in information technology development. Design IT Awards is a contribution to the development of the information technology market from graphic to industrial design.

Сообщение Moloko Creative received a special prize from the Design IT Awards появились сначала на Creative agency Moloko.

January 2023 is just around the corner. It is time to discuss the most curious trends that will be popular in the next twelve months.

In this article, we have collected 9 graphic design trends that will be relevant for the next year, at least according to the creative agency Moloko.

1. Emphasis on fonts

The usage of fonts to maintain brand identity was relevant in 2022, and we are sure the trend will remain valid in 2023.

The popularity of the use of typography in graphic design is easily explained: fonts perfectly convey the character and mood of brands, while not pushing the design of corporate identity beyond the popular concept of minimalism today.

An excellent example of using typography as the basis of identity is the corporate identity of the La Labia brand from the MABA studio. In addition to typography, an interesting graphic element was used — a pig’s tail, which was embedded in various communication images.

It is impossible not to tell you about the project of our creative agency. We are talking about the logo for the information portal “Afisha”. To implement the idea, we took 5 fonts and combined them to emphasize the very essence of the Afisha: it is unique, and for everyone it’s own. Different fonts — from classics to modernity — formed the basis of the logo. If necessary, they can be used as elements of corporate identity.

Another luxurious example is the work of Stamp Works for Volta. The fonts on the pasta packaging perfectly convey the main idea. Everything is obvious and understandable to a wide audience.

2. Custom fonts

We are sure that the demand for unique (or custom) fonts will only grow in 2023. Regardless of what font is used for logos or corporate identity elements.

More than that, ambitious brands may need to develop their font, which can be used for both web media and offline space. But why is it necessary? We answer.

• Firstly, it is aesthetically pleasing and convenient. Many fonts look great in a web environment but lose their appeal on banners in the city. The font created for specific tasks is easily scaled to online and offline media and always retains readability. The result is that the brand looks solid and organic on all platforms.
• Secondly, if you are planning large-scale advertising campaigns, including in foreign markets, the use of a commercial font can significantly increase the burden on the budget. Even though creating a font is expensive and time-consuming, for individual brands it is a real way to save money.
• Thirdly, as the spring of 2022 showed, the use of any commercial font can be… banned. And this involves several difficulties: from finding available fonts for company documents/web media, etc. to the complete processing of corporate identity elements. 

The demand for custom fonts will grow in 2023.

A wonderful example of using a custom font is the rebranding of Big C Charters. The font creators were inspired by the open sea, fishing, and, of course, Big C. The height of the headset is due to a clever idea: on fishing, size matters, doesn’t it?

3. Combinations of different styles

While some designers insist on using only one style when working out the identity, others suggest emphasizing brand uniqueness through various combinations of styles.

Both are right. If you use too many techniques, fonts, and styles when working out your identity, it will be difficult for people to form a solid image of your brand. This is a drawback.

However, some designers manage to elegantly and harmoniously emphasize positioning and convey an extensive message by combining different styles that do not seem to be combined at first glance. This is an advantage. 

A striking example of a successful combination is the packaging concept in the framework of the annual competition for the Rijksmuseum, an art museum in Amsterdam. On the pack of cookies, you can see images from classic paintings with unusual emotions. A creative headset combined with bright color accents complements the idea of packaging and helps to convey the right mood. The result is a combination of different styles that attracts attention and works great for memorability.

4. Using neural networks to create identity elements

Using the capabilities of artificial intelligence to generate elements of corporate identity is interesting, surprising, and … not new. Neural networks have already established themselves in the design market. For example, the works of AI Nikolay Ironov from Artemy Lebedev studio today decorate the products and spaces of bloggers, lawyers, and politicians, as well as cafes, schools, beauty salons, etc.

The main advantages of using neural networks are the speed of work, a truly unique design that is not tied to fashion and trends, an infinite number of ready-made ideas, and, importantly, prices for services. They are significantly lower than those offered by design studios.

The number of neural networks for creating illustrations and corporate identity elements is steadily growing; some of them are working in demo mode today and do not require a fee for use.

So, it’s time to try!

5. Ideological minimalism

Minimalism was a trend in 2022 and, we are sure, will remain relevant in 2023, but with a slight difference: for a minimalistic design to look modern and captivating, it should be based on a cool and deep idea.

So, for instance, Superunion used the imprint of a tree cut from the theater to create a visual identity in the form of a 20-sided letter “O”. The imprint formed the basis of the logo, was decomposed into elements of corporate identity and, interestingly, embodies the round stage of the theater. This is certainly an amazing idea, and minimalism only plays into the hands here: negative space enhances the design and does not attract attention.

6. Asymmetry

Your designer will have to tinker to make the asymmetrical design look harmonious, but it’s worth it – believe us. The asymmetry helps to create a sense of movement, even if the design is static. It complicates the composition, makes the observer strain his eyes and mind a little, and activates his nervous system. But, at the same time, it makes it possible to embody truly creative ideas in the corporate style.

The asymmetrical design is great for a brand associated with excitement, activity, and any form of movement.

An excellent and always relevant example of the use of asymmetry is the logos of companies offering sportswear, shoes, and equipment, such as Nike, Adidas, Reebok, etc. 

Today we can predict the demand for asymmetric design in 2023. But be careful: asymmetry is not suitable for every brand.

7. Technological effectiveness (kinetic identity)

Today, technology allows brands to demonstrate identity not only through static design. The abundance of technological media, from web resources to transparent LED screens, from flexible LED screens to dynamic illumination of buildings, poses a difficult task for companies: now it is needed to develop elements of corporate identity. To stand out, they will have to be set in motion. 

An interesting example of the use of high technologies in branding is the generative identity of Kulturhuset (House of Culture in Bergen). Corporate identity sets the mood for any event, adapting to the music that sounds around.

8. Hand-drawn illustrations in combination with flat graphics

Another current trend in 2023 is the combination of hand-drawn illustrations and flat graphics. 

Combining various materials, techniques, and computer graphics allow you to create truly unique and, at the same time, memorable visual images.

A notable example of this combination is the GDC Annual Report for 2010. Watercolor makes the design more simple and human, softening it. So it becomes more interesting for a simple observer.

9. Identity, which is based on the date

Seasonality and holidays/special dates can be used in the identity to attract attention to your brand, increase audience loyalty and, of course, increase sales. 

When we talk about “festive” branding, the polar bears from Coca-Cola come to mind first, of course.

Minor changes in the elements of corporate identity or logo do not affect brand awareness while highlighting it on the shelf and encouraging the consumer to buy. Seasonal or festive label design creates the effect of product limitation, which always has a positive effect on sales.

In conclusion

When choosing favor of a particular trend, remember: any fashion trends are insidious. Some of them remain relevant for several years, such as minimalism, while others lose popularity and even become anti-brands, discrediting the brand carrier. 

While working out the corporate identity, instead of choosing in favor of any trend, spend your strength and resources on finding an idea that will form the basis of positioning and, of course, design. If the trends are temporary, a creative, deep idea is permanent.

The creators of our agency can find outstanding ideas that help solve business problems. Need such an idea? Here you can get a free consultation from our specialists.

Сообщение 9 trends of graphic design in 2023 появились сначала на Creative agency Moloko.

Traditionally, a year’s results are summed up in December. This year, more than 11 thousand design agencies have been competing for the title of the best on the most prestigious platform Clutch.  The main criterion is high-quality work, which is evaluated by the representatives of the platform personally after receiving feedback from customers on the quality of the work performed. 

“It’s one thing to have goals, but it’s another to take action. These firms aimed high and delivered for their clients. We are in awe of their dedication,” said Clutch Director of Revenue Clayton Kenerson. 

“We like the way Clutch evaluates projects:  the basic is whether an agency solved a client’s problem. I like that such things as communication with the team, assistance in implementation, and even pricing are taken into account. This award very clearly shows our highest level, which we have achieved in our work on projects,” says Denis Misyulya, creative director of Moloko Creative Agency.

The clutch is the leading platform for finding contractors in the field of design, website development, and applications.

Сообщение Moloko Creative is on the list of the world’s top 15 agencies (logo design creation)! появились сначала на Creative agency Moloko.

The industry of cosmetics and personal care products is developing rapidly, while the competition for the consumer is also growing tough. How can you package your product to make it look good on the store shelf and attract the attention of the customer? What shall you consider? We will discuss this and other issues in this new Dairy Blog article and also tell you about how the agency develops packaging for cosmetics.

What to Consider When Designing Cosmetics Packaging

Therefore, when promoting your cosmetic brand, you shall make sure that the packaging meets the following criteria:

• Aesthetic qualities. It is the aesthetics of the packaging that to a greater extent shapes the emotional connection between the product and the consumer, which directly affects sales. Nicely packaged cosmetics look good on a vanity table and make you want to use them.
• Memorability and recognition. Design product lines coherently, and add recognizable visual elements to the package so that a potential buyer can easily find your product on the shelf or look for it after seeing it in an advertisement.
• Correct targeting. It is important to understand precisely who your potential consumer is and use this information to develop product positioning and packaging. Also, don’t forget about the price factor.
• Usability. The packaging shall be easy to use, prevent the product from damage, and at the same time contain all the necessary information, i.e. a barcode, composition, conformity marks (for example, EAC), shelf life, recycling symbol, weight marks, brands, and awards, etc. Our team can advise you on what elements to include in the packaging of your cosmetic products.
• Format. Don’t forget to pay proper attention to the format when designing the package. The shape of the packaging can convey product positioning ideas and complement the design. A striking example is perfume bottles that look like works of art. Note: The material of the packaging/label defines the printing options. It is crucial to plan cooperation with certain suppliers and printers in advance and share the contacts of the selected contractors with the agency you are going to work with. Moreover, the use of a box for packaging somewhat expands the horizon for the designer and allows you to place much more useful data.

Some people opt for functionality, others for the pleasing appearance of the product, making it important for you to strike a balance between the aesthetics and the functionality of cosmetics packaging.

Where Cosmetics Packaging Design Development Starts

Depending on the complexity of the project and input data, the stages may have minor differences. The ultimate goal of these two stages is to find an original and interesting idea and translate it into packaging design in the best way possible.

Strategic Stage

It always starts with filling out a brief, followed by a briefing. The scope of the information collected by specialists will define the quality of the final result.

This is followed by market research and analysis of the collected data. The resulting information is used to determine what the product category is, what colors can and shall be used, what fonts are preferable, and most importantly, what idea shall be put into the packaging.

Ideally, design sessions are held with the business owner. This is a highly creative event aimed at finding that cool idea for cosmetics packaging. It shall take the form of brainstorming. Why it matters? No one knows the product better than the manufacturer. The aim of the agency during a design session is to dive into the project as deeply as possible, feel the meaning that the owner puts into those delicious-smelling tubes and jars and what the real advantage of the product is, etc.

Having completed the strategic stage, you can proceed to develop the concept that will lay the basis for the design. Thus, the creative stage begins, during which the elaborated idea is brought to life by the designers.

What a Good Idea Is and How It Works

Cool ideas conveyed through the packaging design emphasize the positioning of the product and help to create and maintain a positive image in the eyes of the consumer, which ultimately affects sales.

So, for example, our portfolio features a project with an interesting idea, elegantly embodied and placed on store shelves. Our agency developed the packaging for the PURE BALANCE cosmetics line from Masstige.

The line consists of 7 products designed for problem-prone skin. To achieve the desired effect promised by the manufacturer, one shall use the products in combination, thus we designed the packages to look coherently.

We used the fact that each person’s skin is unique, and has its own relief and characteristics, as the basis for our idea. To reinforce this idea, we placed graphic elements on the packaging that showed the textures resulting from a particular PURE BALANCE product coming into contact with the skin. We complemented the design with nice pops of color, as well as concise and readable fonts.

Look Into Trends for Inspiration

Following the trends is great, provided that you do it mindfully and engage experienced professionals. The lifespan of a trend can vary greatly, and the choice of a fashionable trend can lead you to either a triumph or a failure depending on the market situation. Therefore, we do not recommend following trends blindly. Create designs in accordance with the developed strategy and use trends for inspiration.

Minimalism and lots of air

Low-budget cosmetics usually feature a bright and noticeable design, while the luxury ones ooze austerity, with their minimal details and plenty of space. However, we can now witness a steady trend toward the use of minimalist design in cosmetics from various price segments. Minimalism definitely helps you to sell at a higher price.

Craft features

The beauty market grows, and so does the demand for organic product formulations or those that are somehow close to being natural. Craft packaging design, e.g. use of natural motifs, eco materials, neutral colors, and simple shapes, will help to emphasize the natural essence of your product and attract the attention of a demanding customer.

Pop art

The packaging of product lines for teens and youth often features pop art design, depicting characters who are popular with certain groups or making references to them.

Luxury Vintage

Everything new is well-forgotten old. Luxurious images from the past are extremely attractive. At the same time, the vintage design implies a century of history and hints at the fact that the brand has existed for a very long time, which makes it reliable and time-tested.

Conclusion

One shall understand that there is no 100% working formula for perfect selling packaging. The success of any product, not only a cosmetic one, is always based on an adequate price-quality ratio, a clear understanding of the target audience and its needs, a thoroughly planned advertising campaign, and so on.

Cosmetics packaging design, like any other design, is not a matter of imagination and experience of a particular person. Successful projects are always based on large-scale work, which includes shelf and category research, in-depth interviews with target audiences, fruitful collaboration between designers and the customer, and, of course, the idea. If you want the design to work and result in sales, you can:

●      Either vest the success of the brand in the designer’s subjective taste and hope for good luck;

●      Or safeguard the desired outcome by contacting the creative guys from our agency.

If you happen to have any questions about creating packaging for cosmetics, please contact our experts for consultation.

Сообщение Cosmetics Packaging Design: Things to Consider появились сначала на Creative agency Moloko.

The label on the product packaging is more than just a canvas for the realization of creative ideas. Even the most creative label design may not work if the following 7 factors are not considered in its development.

What should be taken into consideration for the label to work and sell? What types of labels can be? Read about it in the new Moloko Blog article.

1. Exploring the shelf

Label design always starts with shelf research. What do competitive products look like? What do they attract customers with? What are colors used?

Such research helps to determine what the category of product that needs to be packaged looks like. What combination of colors, fonts, and design elements the audience already associates with the product?

When we know what a category looks like, we can look for creative solutions so that our product looks harmonious on the shelf and still stands out from the competition.

2. Attention to packaging

The choice of the label directly depends on the packaging of the product. Label design cannot begin until a specific packaging has been approved.

You can choose the most common shapes of packaging or containers (beer cans, 750 ml wine bottles, etc.). In these situations, the designer can determine the size of the label and its other characteristics independently. If non-standard or complex packaging (bottles, boxes, jars, etc.) is planned, it will be necessary to provide designers with the most accurate information.

3. Consider branding – it is profitable

We always recommend starting work on label design only after the logo and corporate identity of the brand have been fully developed. Otherwise, there are risks that:

• one successful label will dictate the corporate identity of the whole company;

• as the brand grows and develops, the ready-made label will have to be redesigned.

In any case, there will be time costs for the search for new creative solutions, and along with them – additional costs.

4. Getting to know typography

Even before the label concept is developed, it is important to know exactly which printing house is going to print it. Each printing house has its capabilities: its machines, print runs, list of services, and, of course, its prices.

For example, it is important to know in advance that matting, foiling, or the use of non-standard colors in printing may require additional costs.

Another important point is that each machine in any printing house has its settings, so it’s worth getting your hands on color profiles before starting work. This will help you make suggestions about what the result will look like. A label design may look perfect on the monitor screen, but when it is printed – due to the nature of the machine settings – some colors may be distorted, which will completely overturn the result of the work.

All of these details are important to know so that you do not run into unforeseen costs and unnecessary difficulties when sending labels to printing.

5. Competently collect and post information about the product

When working on a label project, the designer must gracefully balance its visual component and the tasks that this label is supposed to solve.

It is important to understand that the label is another convenient tool for increasing sales, and therefore it is important to treat its content with due diligence.

Let’s talk about it in more detail:

General information. One of these tasks is to convey to the consumer the most important information about the product. The volume and content of the text on the label directly depend on the specific product: nutritional value, composition, alcohol content, manufacturer’s address, etc. It is important that before starting work, the designer knows the exact volume of the text block to understand how to place it.

Badges, stickers, and awards. Stickers with information must be placed on the labels of some products. Already at the concept stage, you should gather complete information about the badges, the placement of which is required by your legislation. If the product has any awards, this should also be shown on the label.

A good trick is to post information about the benefits of the product on stickers. Bright and visible stickers attract the buyer’s eye and evoke strong associations with a quality mark.

If the designer has complete information about the badges and stickers at the concept stage, he gets the opportunity to place them as organically as possible on the label without cluttering them.

Barcode. It just has to be on the label. It is necessary to plan a place for a barcode so that it harmoniously fits into the label design. This will help not to look for extreme ways to cram it in the future.

6. Consider the price category

When developing a label design, the price category of the product should be taken into account. An expensive label on a product from the budget range, at best, will not justify the money invested, at worst – it will make the buyer doubt. By choosing an inexpensive product, a person will have more confidence in a simple and clear design. But the design with a reference to premium quality will make the consumer think about whether the manufacturer saved on the quality of the product by spending the entire budget on the packaging.

7. Conducting color proofs and testing the label design on the shelf

We already mentioned that printers can’t guarantee the accuracy of color transfer when printing. That’s why we recommend printing several test labels in potentially “problematic” colors. Test different shades and choose the ones that best suit your application.

A great solution for those who want to test the label is to put it on the packaging and “try on” the product on the store shelf. Critically evaluate the visual component of the product and answer the following questions:

• How does the packaged product look in the window?
• How does the product “feel” among the competitors? Does it stand out?
• Is the product visible from a distance?
• Does the product speak about itself according to its positioning? 

To get more objective information about the label and its place on the shelf, you can conduct focus-grouped.

Types of labels

There are several common types of labels.

Consumers associate the very concept of a label with the front label. Its main tasks are to attract the attention of the consumer, stand out on the shelf and talk about the benefits of the product.

The back label is required for technical information, barcodes, product composition, certification marks, etc. If the consumer became interested in the product and took it in his hand, then it is the back label that should encourage him to send it to the basket. That’s why it is important to state the information necessary for the buyer as clearly as possible.

The lid label is another field for communicating product information and attracting attention. Depending on the size of the container, this label can hold even more graphic elements than the front label.

The “neck” label, or collar label, is often placed on the bottleneck by manufacturers.  Its purpose is to complement and reinforce the design of the front label.

The quality mark is placed on the packaging to inform the consumer whether the product has been opened or not opened before. It has a very small area, but some designers manage to place corporate identity elements on it.

Create a bright label design with us

Creating a label is a creative process with many limiting factors. To develop a label that will meet the objectives, both the client and the specialists of the creative agency need to be fully involved.

We always start work on a label by filling out a brief, and then take the project through the strategic and creative stages. We always invite clients to design sessions. No one knows the product better than its manufacturer, and therefore close collaboration always guarantees a quality result.

Сообщение Label design: 7 factors to consider during the development process появились сначала на Creative agency Moloko.