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and the shelves, at least in premium, lack diff erentiation due to sticking to these minimalist codes. Maximalism thankfully is on the rise. If it adapts and embraces the world and technology, it will persist for those who master it.”
Krijgsman adds, “Maximalism has the potential to stay, but it will likely evolve as a response to the over-saturation of minimalism. The key to its longevity will be its ability to create a unique brand experience without losing sight of practicality and relevance.” Klos off ers a more nuanced future. “I think it depends on the product category and price point. As more brands look to increase perceived value and desirability, maximalism is a way to stand out, project confi dence and introduce a richer story. But minimalism will continue to cue effi cacy, science and functional benefi ts. My view is that these two trends will continue to feature side-by-side in the market and be used by brands where applicable.”
that each detail contributes to the overall narrative and doesn’t overwhelm the consumer.” For her, design must “unfold the story gradually, not bombard the consumer with too much at once.” Klos adds another dimension – aligning design with the brand’s very essence. “Within a considered, holistic design process, the packaging should be an extension of the brand’s DNA,” he says. “If the brand’s key promise is centred on effi cacy and science, and the product off ering focuses on utilitarian, solutions-based ingredients, a maximalist approach might not be appropriate or eff ective.”
THE PRACTICAL ART OF BOLD DESIGN So how does bold, sensory-driven design coexist with real-world constraints – cost, sustainability, production? According to Casey, it begins with collaboration. “In a world of increasing costs and complexity in supply chains it’s a real challenge. This is where the right partnership collaboration and bringing those heroes from each business along the journey, from the beginning! I cannot
stress this point enough.”
Krijgsman sees innovation as the bridge: “Balancing bold designs with practicality requires careful planning. Intricate designs can be produced using innovative printing techniques or by focusing on the use of unique, eye- catching textures that don’t increase production costs signifi cantly.”
And for Klos, maximalism doesn’t always mean extravagance. “It can be embodied in a variety of ways, even within the confi nes of a strict technical brief and restricted budget. Examples would be a stronger, more vibrant and bolder 2D design, colours used, or in-mould textures.” Each creative sees opportunity, not in ignoring limits, but in outthinking them.
A LASTING SHIFT OR A BEAUTIFUL BACKLASH?
For Casey, the trend is both cyclical and cultural. “Trends drive decisions, but they’re just the Yin and Yang of design. Minimalism has dominated for such a long time – homes lack personality
THE POWER TO BE REMEMBERED Whether maximalism becomes a movement or remains a vivid reaction, what’s clear is this: the hunger for depth is real. In a visual culture increasingly driven by swipe, scroll and short- term attention, maximalist packaging dares to slow us down. It asks us to look again. To feel more. And for brands brave enough to walk the line between bold and balanced, the reward is resonance.
As Casey puts it: “Defi ne your goal: a viral sensation or the path to iconic status.” Maximalism can be either or both. But above all, it off ers brands something minimalist packaging rarely does: the power not just to be seen, but to be remembered.
As the conversation around packaging design evolves, London Packaging Week this October will be the ideal place to explore what’s driving that change. With a focus on innovation, practicality and creative excellence, the event brings together the industry’s most forward-thinking professionals. It’s where trends like the return of maximalism are unpacked, challenged and refi ned – not just as visual statements, but as strategic tools for brand diff erentiation and consumer connection.
For brands, designers and manufacturers alike, London Packaging Week off ers a clear opportunity: to see how bold, layered design can meet real-world demands without compromising on impact. Whether you’re looking to elevate your packaging approach or better understand where the market is heading, this is the moment – and the place – to be part of that conversation.
42 July/August 2025
www.convertermag.com
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