AN APPETITE FOR TRENDS

Exploring how emerging design trends are being used to accelerate growth for brands in the food and drink industry.

Maximalism, moving type and vibrant colours.

The maximalism anti-minimalist movement approaches design in a dynamic and excessive way, with the idea that more is more! As brands strive to find unconventional ways to express themselves, this visually striking style embraces attention seeking colours, experiments boldly with typography and celebrates excess – producing results with real depth.

But we’ve spotted a slight twist on this movement in the form of purely type-based packaging designs. It is minimalist is one sense, but the right messaging combined with maximalist typography, it feels powerful!

Predictions say type is on the move… kinetic typography and adaptive variable typography has become more popular in recent years, with brands wanting to tell their stories in more expressive ways. Typographers and motion designers have placed more emphasis on type being the focal point of brand personality.

A new wave of colour crafting has arrived, with super fresh and fun colour palettes bursting out across a range of design mediums, from interior design, art and branding. Using vibrant contrasts, high-saturation and even neons to pack a punch.

The deliciously playful Scandinavian cafe Dauns, along with the self-confessed risk taker, coffee makers Little’s have definitely been embracing these maximalist ideas and doing it brilliantly!

 The rise of cartoons, doodles and hand illustrations.

In a bid to find new ways to come across as unique and authentic, brands are injecting personality with doodles and cartoons – sometimes even seemingly irrelevant, but by adding a touch of light-hearted fun to storytelling and packaging, we’ve seen how this can really elevate food brands from their competitors.

The plant-based brand La Vie uses their character Mr Piggy in amusing life scenarios on their range of packaged vegan ham products. Showing us that we can simply love ham – but without the pig! Plastic-free gum brand Millyway’s take us on a journey to their universe in which rocket and satellite illustrations remind us that this biodegradable product is ‘kind to the planet’. Hard Lines coffee character ‘Cuppy’ jogs, makes faces, reads newspapers and even features on their range of merch! This super cool eye-catching little guy really makes this coffee brand stand out!

Now for something a bit more handcrafted. With a potential backlash against AI from designers and brands alike, this year we’re predicting that hand drawn illustrations will communicate brands authenticity and human touch. We’ve already seen them making a few appearances from some fresh food and drink brands… from Chai Guy’s pouring chai from a high, to animals on roller-skates at Roll Baby and beautifully intricate hand illustrations from Company of Cooks.

Do things ever really change?

Well, here’s a few things that might…

We are entering a time where we could see real changes to the usual scrolling parallax websites, with new and immersive sphere sites. We just love the 3D world of ENGINE created by Paolo Dalla Mora.

Marketing approaches look to become wilder and we’ve certainly enjoyed the non-serious, totally bonkers content on Instagram from of one of our favourite bold brands Surreal cereal.

For years we’ve seen brands offsetting carbon footprint, switching to sustainable materials, and finding ways to using less packaging. But our climate crisis demands even more change. Brands are experimenting and predictions tell us we’re to see more clever ideas like the World’s first wrapper free snack from One Good Thing. With shrinking packaging, will come reduced space for graphics, and designers will be challenged to think more creatively to stand out and get brand messaging across, and I can only think this is a good thing!

Check out more food & drink brands we love at Tasty100.com.

Jackie Maddocks – Senior Creative Designer

With 18 years’ experience in the creative industry, Jackie loves to work closely with clients to deliver innovative solutions.