3 Smart Packaging Trends for 20253 Smart Packaging Trends for 2025

Brand owners’ desire to bridge physical and virtual reality through packaging drives smart packaging in new directions.

Kate Bertrand Connolly, Freelance Writer

January 22, 2025

3 Min Read
crystal ball with packages inside
Above: 2024’s Smart packaging wins are are a bellwether of what’s to come.allanswart / iStock via Getty images; Mondelez International; Kellanova; Diageo

At a Glance

  • The overlay of digital technology and packaging will create new branding opportunities.
  • The GS1 Digital Link 2D barcode and other technologies will enable simplified packaging designs.
  • Customized packaging will continue to create tailor-made brand experiences.

Three trends are driving smart packaging advancements as we start the new year: First, the integration of technology and packaging; second, simplified packaging design; and third, personalized designs.

Innovative applications of digital technology will drive all three trends. Enabling tech will include artificial intelligence (AI); augmented reality (AR); virtual reality (VR); and GS1 Digital Link 2D barcodes. Social media, too, will continue to connect the physical and virtual worlds.

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Technology/packaging integration.

“Packaging will increasingly leverage technology and data to create more effective and engaging experiences. This includes the use of AI and data insights,” says Philip Congello, executive vice president of client success at digital marketing agency Mod Op.

“Marketers are using current and new tech like QR codes, AR, and VR to enhance packaging design and functionality, playing an even more powerful role in connecting consumers with their brand world,” Congello adds.

The defining characteristic of the “brand world” is the unification of all physical and virtual marketing components and deliverables, including packaging, advertising, digital experiences, and point-of-purchase materials. The result, Congello says, is “a cohesive and immersive brand experience.”

Nike, for example, has deployed QR codes widely — in its stores, on products and tags, and on packaging. The on-pack codes enable Nike to offer exclusive content, special offers, and product release updates. One QR campaign gave consumers the chance to create custom Nike shoe designs.

In another example, Coca-Cola and Mondelēz International used QR codes on packaging for limited-edition, co-branded Coca-Cola/Oreo products. Scanning the code enabled consumers to create custom Spotify playlists.

Simplified packaging.

Technology is also enabling cleaner packaging designs by off-loading nonessential information from the physical pack to a website or other virtual environment.

“Brands will continue to move towards more simplified packaging, focusing on key claims and messages rather than overloading the package with information that clutters the messaging,” Congello says. “This trend is driven by the confidence to connect with digital spaces to convey additional information and rich content.”

The industry-led movement from the conventional universal product code (UPC) to the GS1 Digital Link 2D barcode will enable simpler packaging designs by opening a virtual portal to information.

Scanning the 2D barcode could provide consumers with quick digital access to product certifications, the brand’s sustainability actions, recall alerts, ingredients’ country of origin, and/or directions for product setup and use, for instance.

GS1 US, which sets UPC standards, is helping brand owners and retailers transition to the new 2D barcodes by late 2027. GS1 US reports that the 2D barcode technology is already being tested in 48 countries.

Brands opting for simpler packaging designs can also use social media to spread their message. “An endorsement from an influencer or an engagement with the brand’s online presence is the new ‘flipping over the pack,’” Congello says.

Consumers are increasingly researching brands and engaging with them “in digital spaces, where there are endless opportunities,” he adds.

A recent promotion for the Kellanova Rx bar, whose pared-down package design features a large-font ingredient list on the front of the wrapper, illustrates the concept. Consumers scanned the AR-enabled package to awaken a mini hologram of celebrity Matt James, who presented motivational messages.

Custom-designed packaging.

The third smart packaging trend this year will be “customized packaging, allowing brands to personalize their consumers’ packaging experience, especially with advancements in digital printing, AI, and automated manufacturing processes,” Congello says. Personalized elements could include colors, messages, patterns, and/or artwork.

In a recent example of the trend, whisky tourists visiting Johnnie Walker Princes Street in Edinburgh used AI to co-create a personalized Johnnie Walker Blue Label bottle with the Scottish Artist Scott Naismith.

“Looking ahead, tech will allow brands to offer even more personalized experiences based on user preferences or past interactions,” Congello says. “Each interaction with a brand’s packaging becomes a unique entry point into a brand’s immersive experiences, transforming the way consumers interact and shop for brands in stores.”

About the Author

Kate Bertrand Connolly

Freelance Writer

Kate Bertrand Connolly has been covering innovations, trends, and technologies in packaging, branding, and business since 1981.

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