Think Tank Creative, a leading UK bespoke packaging design agency, has revealed its predictions for packaging trends for 2026. Nick Seston, Head of Creative Production at Think Tank Creative, shares his insights into what trends have grown throughout 2025 and how his expertise can help brands navigate what and where to invest in when it comes to packaging in 2026.
Paperisation of products will continue
The most simple yet effective solution in sustainable packaging continues to be paper. As brands shift away from plastic in a bid to reduce environmental impact, we at Think Tank are seeing an overwhelming number of businesses turning to paper as their first port of call. It’s cost-effective, highly versatile, widely recyclable, and far less carbon-intensive than plastic alternatives. We predict this movement will not just persist but accelerate into 2026 and beyond. Packaging for everything from beauty products to electronics is being reimagined with molded paper pulp, which was once too expensive due to high mold costs. Thanks to tech advances and increased demand, this form of packaging is now far more accessible.
Beyond paper, larger global brands with robust R&D budgets are going even further, exploring bio-based materials like sugarcane fibers, coconut husks, and even fruit pulp packaging. These materials aren’t just novel, they’re biodegradable, renewable, and often derived from waste streams, giving them a lower overall environmental footprint. We expect the range of applications for paper and paper-based hybrids to continue expanding, from luxury packaging to industrial protective solutions. This paperisation trend is no longer just a “nice-to-have,” it’s fast becoming a standard in responsible packaging.
Greener venues and festivals, even in the smallest of changes
Sustainability in events and festivals is no longer a fringe concern, it’s becoming a baseline expectation from environmentally conscious audiences. Over the past few years, we’ve already seen improvements: reusable pint cups, digital ticketing, and even bans on disposable vapes. But there’s still untapped potential in the small, often overlooked details. Take wristbands, for example. These colourful accessories, traditionally made from polyester or nylon, are handed out by the thousands and typically end up in the bin after a single use. In 2026, we anticipate a stronger move toward biodegradable alternatives such as washable craft paper, bamboo fabric, or even seed-infused paper that can be planted post-festival.
Other small but powerful changes could include:
- Compostable food trays made from palm leaves or bagasse
- Plant-based glitter alternatives
- On-site refill stations for water and hygiene products
- QR-code merch and souvenir options instead of physical items
Incremental changes like these, when implemented across hundreds of venues and festivals worldwide, make a meaningful difference. Sustainability doesn’t always mean sweeping changes, it can start with the smallest, most disposable details.
Tailoring, personalised and subscription models are encouraging customers to shop smart
The demand for personalised and subscription-based products continues to grow, and packaging is playing a huge part in making this experience more sustainable and enjoyable. Customers increasingly expect both functionality and thoughtful design in their purchases, especially if they’re being delivered monthly or quarterly.
Packaging that is minimal, attractive, and, most importantly, reusable or compostable is becoming the norm in successful subscription brands. Think compostable coffee pods, reusable tins for skincare or protein powders, and stainless-steel scoops replacing single-use plastic measures. These enhancements not only reduce waste but offer long-term savings for both brands and consumers.
We also foresee the rise of modular packaging systems, designed to work across multiple product lines, where only the refill component changes. This could lead to ‘closed loop’ packaging options where customers send back used components for sterilisation and reuse. And of course, personalisation goes beyond just names on boxes, it extends to delivery cadence, product selection, and even seasonal packaging themes. In 2026, smart packaging tied to AI-driven consumer insights will help brands predict what their customers need and when, reducing overproduction and improving satisfaction.
AI will not replace services like creative and sustainable packaging
AI has undoubtedly disrupted the creative industries, and it’s increasingly being used for tasks like rapid prototyping, layout generation, and even initial concept ideation. However, at Think Tank, we believe that packaging design, especially sustainable packaging, is still deeply human at its core. Great packaging is more than just graphics and structure, it’s about storytelling, brand alignment, tactile experience, and human emotion. AI can assist in the background, handling some of the more labour-intensive groundwork like dieline preparation or mockup generation. But it cannot authentically interpret brand tone, anticipate consumer emotional response, or push boundaries in the way a human-led creative team can.
In fact, we believe AI’s limitations will actually enhance the value of good creative teams, particularly those focused on sustainability. Clients aren’t just seeking boxes, they’re seeking brand experiences, unique unboxing moments, and eco-conscious credibility. These are things that require hands-on testing, empathy, and foresight. In 2026, the companies that thrive will be those who use AI as a supportive tool, not a replacement, freeing up time for real innovation, not trying to automate it.
The dying of the refill model within cosmetics
Refill models seemed like the perfect answer to plastic waste in the beauty industry, but the reality has been more complex. While the concept is environmentally sound, the execution hasn’t quite resonated with the majority of consumers. From unclear instructions to unattractive refill formats, many brands launched refill schemes without fully understanding their customer base. However, we don’t think this model is dead, it’s just in need of a rethink. In 2026, we predict brands will start shifting toward passive refill models, where the refills are built into a subscription or automatically delivered before the product runs out. This reduces the friction of remembering to reorder and encourages consistent use.
We also expect a rise in refill pop-ups or in-store refill stations paired with loyalty rewards. Refill solutions must feel just as luxurious and convenient as their single-use counterparts. Brands need to invest in better user education, sleeker refill designs, and smarter product development to make this work. Refill models won’t succeed unless they cater to lifestyle and convenience, not just sustainability. With deeper consumer insights and better design, this model could still thrive, especially in categories like skincare, haircare, and even home fragrance.
