2025 Packaging Design Trends: What’s Next for Standout Packaging?

Let’s be real—consumer attention spans are short. Like, scrolling social media at 2x speed short. This is why brands will be leaning hard in two opposite directions this year: clean, simple, minimalist designs that make it easy to get the point across, and bold, ultra-maximalist styles that demand attention with colors, patterns, and ornate details.

Minimalism works when you want to cut through the noise—think sleek typography, negative (blank) space, and just enough detail to make an impact. But for brands in categories where minimalism can be found everywhere (looking at you, coffee industry), maximalism is making a comeback. These designs are vibrant, layered, and full of personality—because sometimes more is, well, more.

If you're torn between the two, do a little competitor analysis. If everyone else in your space is embracing simplicity, maybe it’s time to crank up the volume. Competing in a noisier field? A little subtlety could go a long way.

Gone are the days of bait-and-switch packaging (you know, where you buy a bag of chips and it’s 70% air). Today’s consumers want honesty, and that means packaging that lets them see what they’re getting—sometimes literally.

Clear windows and straightforward labeling are on the rise. This isn’t just about aesthetics—it’s about building trust. Shoppers want to know what’s inside, where it comes from, and why they should care. The brands that embrace this kind of transparency win. However — if coffee is going inside your bag, we don’t recommend adding a clear window, as exposure to light will affect the quality of your beans.

At Roastar, we provide two distinct clear material options: our clear matte recyclable (#2 HDPE) material for store drop-offs, and our clear matte or gloss EVOH material. Pro Tip: When designing your clear window, make sure to place your elements on the clear window layer and highlight it clearly.

If you’re a fan of the straightforward approach, think about what makes the most sense for your brand. Do you have a delicious, stunning, or unique product to show off? Transparent windows in your packaging could be a good idea—just check first that light won’t affect the quality of your product. If your product is more of the “beauty lies within” type, consider more transparent messaging—ingredients, sourcing, sustainability initiatives—to make things clear to your audience.

You know what’s cooler (at least in 2025) than a flawless, ultra-polished design? One that looks like an actual human made it.

Hand-drawn elements—whether it's uneven lines, rough edges, or sketch-like details—are popping up everywhere, adding warmth, authenticity, and a much-needed human touch to packaging. These imperfections aren’t mistakes—they’re a deliberate design choice that makes a brand feel crafted, personal, and real.

"Nobody is perfect—we all know that—and it really reads as authentic when brands are willing to not be 'pixel-perfect,’ even if the imperfection is secretly on purpose,” Jess Glebe says.

And speaking of personality, let’s talk about cartoon mascots. These hand-drawn characters— usually simple, single-color illustrations—are making a comeback, bringing humor and approachability to brands that don’t take themselves too seriously. Whether it’s a quirky little coffee bean with an attitude or a friendly star guiding you in your packaging choice (sound familiar?), these mascots create instant brand recognition and an emotional connection.

So why does this all work? Because consumers love brands that feel relatable. A little unevenness, sketchiness, and character (literally and figuratively) all adds up to a design that stands out, tells a story, and makes people feel something.

Wondering if your brand can pull off this look? Consider working with an illustrator. They’ll know how to hit that sweet spot between endearing, handmade imperfections and just plain messy.

Color is doing some heavy lifting in 2025. Here’s what’s trending:

Sunset Gradients

Think soft ombré transitions, warm-to-cool hues, and colors that look like they belong on a West Coast postcard. These palettes bring a sense of calm and nostalgia, perfect for brands wanting a chill, modern aesthetic.

Earthy Tones

A blend of fruit-bowl brights (vibrant oranges, reds, and yellows) with grounded neutrals (muted greens, browns, and tans). The effect? Natural and rooted in the real world. However, a quick note—when using greens and browns, avoid “greenwashing,” which means creating an impression that the packaging is more sustainable or “natural” than it is. Reflect first on your brand’s sustainability values and practices before using these colors prominently in your design. Disposal logos, like the free ones we offer for each of our materials, make it clear to consumers if a packaging is made of sustainable materials and how to properly dispose of the packaging.

High-Contrast, High-Impact

On the flip side, bold, unexpected color combos are thriving in categories where brands want to demand attention. Neon + neutrals? Pastels + primaries? If it makes you do a double-take, it works.

Eco-friendly packaging isn’t new (especially here at Roastar), but in 2025, it’s not just about what packaging is made of—it’s about how it feels. Textures, finishes, and unique material choices are making sustainable packaging feel premium, rather than just “good for the planet.”

Some brands are ditching glossy, plastic-coated finishes in favor of matte, soft-touch, or naturally textured materials. Others are leaning into playful shapes and creative structures that make eco-conscious choices visually exciting. And don’t forget messaging—remember what we said earlier about transparency? Making your sustainable mission clear only adds to the appeal.

No matter which way you decide to go, if your packaging is sustainable, make sure your design calls attention to it and most importantly, includes directions on proper disposal. People love products that feel as good as they look, and that they can feel good about buying.

Customization isn’t just for boutique brands anymore. In 2025, brands big and small are embracing personalized packaging to make their products feel one-of-a-kind.

Custom coffee bag labels are being used to:

• Differentiate between product variations while keeping brand consistency.

• Create limited-edition or seasonal designs.

• Give customers a sense of exclusivity and connection.

Whether it’s unique batch numbers, artwork that changes with each SKU, or even personalized messages for an individual customer (if that’s realistic for your business), custom coffee bag labels make products feel special—which, let’s be honest, is exactly what consumers want.

Trends come and go, but a strong brand identity? That’s what keeps customers coming back. “It’s more important to stay true to your brand than it is to be trendy,” says Alison. “Your brand as a whole is more than simply what your packaging looks like—it’s how you make your audience feel.”

The key isn’t to jump on every new design movement (as fun as these 2025 trends are)—it’s to evolve in a way that feels authentic to your brand. Maybe that means embracing bold colors, hand-drawn details, or transparent packaging. Or maybe it means sticking to your roots while making small tweaks to keep things fresh.

The best packaging doesn’t just follow trends—it knows when to break the rules. So, whether you’re ready for a big design shake-up or just a subtle refresh, make sure your packaging still feels like you. Because, at the end of the day, the most effective design isn’t just trendy—it’s timeless.

If you could use a little extra help with all things artwork, branding, and more, consider reaching out to Jess or Alison, two design professionals within our Roastar Designer Network and the brains behind the insights we’ve shared here. Another great option for getting started is Roastar Design Lab. Browse our ready-to-use patterns, generate images with our AI tool, and add images, text, and shapes to your artwork. Follow our step-by-step guide to help bring your vision to life!

Ready to create something that stands out and stands the test of time? Roastar’s got your back. Start with a free quote today and let’s make it happen.