In a whirlwind of fleeting fashions and microtrends, Claire Hoe, Design Director at Sun Branding and a speaker at London Packaging Week 2024, navigates the delicate dance between innovation and endurance in packaging design.

In today's fast-paced world, it feels like we're hyper-consuming so much that we're essentially lapping ourselves. The sheer number of microtrends that have emerged and faded has made it nearly impossible to distinguish one from another. This phenomenon is challenging the traditional concept of the trend cycle. Amidst this whirlwind of fleeting fashions, Claire Hoe, Design Director at Sun Branding and a speaker at London Packaging Week 2024, provides valuable insight into navigating and leveraging these trends to create impactful and enduring packaging design.

For 131 years, Sun Branding has been the steady heartbeat of the graphics industry, evolving from a modest venture in Leeds founded by Charles Gilchrist and an apprentice into a powerhouse in global brand management and packaging. From venturing into packaging design a century ago to a bold rebranding in 2023 as ‘Sun Branding: Brand Catalysts’, it has been on a relentless quest for brilliance. Now, headquartered in Bradford, with studios in India and the US, serving international clients across FMCG, retail, and the pharmaceutical industry, its expert teams deliver brilliant brand packaging through Creative, Graphics, Legal, Technology, and Sustainability services.

Claire suggests that in today's fast-paced world, rather than obsessing over fleeting trends, brands might focus more on what truly resonates with their consumers and how to communicate their core values through packaging. Social media platforms like TikTok offer a wealth of inspiration and insights, allowing brands to observe consumer preferences and mindfully decide which trends to incorporate into their packaging designs. According to Claire, by striking a balance between current trends and timeless design principles, brands can create packaging that catches the eye and builds a lasting connection with the consumer.

"Many trends are not immediately apparent and often emerge more from a feeling rather than a visual cue," she told London Packaging Week. "When discussing consumer behaviour, for instance, the desire for reassurance leads us to design with a nostalgic feel. Nostalgia is comforting, familiar and recognised by consumers. However, we must consider how that represents in terms of visual aspects—what does nostalgia look like? Is it about the pack's colour palette, typeface, or imagery? More often than not, it’s a layered approach. Sometimes, nostalgia can be obvious, all-singing, all-dancing, fitting into a certain audience, or it might be more subtle, like crafting a typeface reflective of a specific decade but with a modern twist. We aim to blend the old with the new, fitting it into contemporary life. We don't go so far back that it looks like it's from that era. It's essential to translate big trends into effective designs for packaging, which can range from subtle to bold, depending on the audience.

"Many of the design trends we see today are targeting a Gen Z audience, TikTok being a main driver for ‘what’s trending’. I look to trend and insight reports, design blogs and social platforms to stay ahead of what trends are emerging and driving aesthetics. Often the younger members of the team are a great inspiration, especially for ‘what is hot on TikTok’ right now.

“We often joke in the studio about how the ‘70s feel like 20 years ago, but in reality, the 1990s and 2000s are now considered ‘retro’. You’ll notice stores and your social feed filled with similar-looking designs using vibrant pastel colours, quirky stickers and illustrated characters, all of which are Gen Z influences. It’s not all about nostalgia, however; designs are also seen as uplifting and positive, a reflection of current global issues like the cost-of-living crisis and climate change, which are major concerns, especially for younger generations. Designs that are vibrant and fun can raise a smile for everyone and convey reassurance in the moment.

"We've identified trends that have evolved, simple shapes, bold colours, and energetic vibes for instance. But trends aren't always relevant for every product or project, especially for existing ranges that don't need radical changes. Translating trends into relevant design directions involves understanding how to communicate these as a creative idea for brand and packaging design, through storytelling and visual elements, then working with the team to inspire ideas and concepts."

Here today, gone tomorrow
In packaging design, this phenomenon is particularly evident. The constant demand for novelty and fresh trends blurs the lines between genuine innovation and fads. This relentless cycle creates a chaotic landscape where any design element can be turned into a trend, regardless of its lasting value or substance. However, brands can create contemporary and timeless designs by understanding the underlying emotions and desires driving consumer behaviour. This approach ensures their packaging stands out in a crowded marketplace, resonating more deeply with consumers beyond fleeting trends.

The insights gained from events like London Packaging Week are pivotal in navigating this complex terrain. By bringing together industry experts and showcasing cutting-edge ideas, such events provide a platform for exploring how to balance innovation with enduring brand appeal.
"Everyday experiences are just as inspiring for me personally, you never know what you might see or find whilst out and about. I love wandering through indie shops, delis and farm shops, drawing inspiration from local, less known brands with unique designs, who can push boundaries and challenge the norm more so than some mainstream brands,” she continued.

"It's not just what’s on the pack that we draw inspiration from, it’s about the brand stretch and how brands convey their values off the shelf. The PG Tips ad campaign, Solid as a Rock, for example, is absolutely spot on. Empowering, everyday vibes with a positive uplift. You see it reflected in packs, yet the packaging design remains timeless. Take, for instance, the campaign for Volkswagen, emphasising the people who have shaped the brand's heritage. They're not just promoting a brand-new car but highlighting what defines them, as the ‘People's Wagon’. It's all relative. So, you can observe how brands behave and capture an essence that makes sense as a visual language for branding and packaging.

"We look at packaging first and foremost, but I love delving into the fashion, beauty and lifestyle world. That’s where you discover unique niches and inspiring elements that aren't necessarily trending just yet but are more challenging. I appreciate brand favourites such as Oliver Bonas and limited editions that follow trends, focusing not just on packaging but also on themes, colours, and the product itself.

"There are trends that transcend categories like homeware and lifestyle, not just food and beverage. It's about spotting these influences and making them relevant to what we do. It's not about blindly following trends but understanding what works best for consumers who value convenience and impact. Simplification has been a trend in recent years, but it's crucial not to become part of the noise and not distinct from everyone else. Staying true to heritage, embracing uniqueness and creating crafted identities and aesthetics is key to standing out. It's a delicate balance that's essential for remaining authentic amidst industry shifts.

"Making trends relevant is crucial. It's not about automatically following trends for trends sake, but understanding when they fit the brand and the brief. Simplicity, as a trend, shopper navigation, convenience and brand impact without overcomplicating designs. However, standing out while staying true to the brand is essential."

Prioritising creativity
At Sun Branding, creativity buzzes with purpose and passion. Picture a hive of activity where dozens of brand catalysts converge, gathering over their latest project: in this case, the creative rebrand for Stork’s butter. Here, amidst the controlled chaos, designers thrive on challenges that could otherwise stifle their creativity.

"I think sometimes with designers if you give them too many constraints or specific print requirements from the outset, it can be daunting and stifle the creative process," Claire added. "Here, it can strengthen it because the worst thing for a designer is to create a beautiful, amazing design, have it approved by the client, and then see it on the shelf where your heart sinks because it doesn't look like what you envisioned—the colours aren't as vibrant. Without understanding what's achievable from the beginning, you'll struggle to achieve it unless you push hard later. Knowing the boundaries upfront, while still being creative, is a valuable skill.

"You can still be highly creative without hindering anything. It fosters collaboration within the team because we're all under one roof. At Sun, we’re different because we apply both ‘Magic and Logic’ to our clients’ challenges. You can approach the colour expert, production team, or adaptive designer and say, ’I have this design idea, but I'm limited to these colours. Can we achieve it this way?’ You can still push boundaries; it's not a matter of designing something and being told it's impossible. It's about constant evolution—starting high and sometimes bringing it back down but ultimately presenting something to the client they'll love. It's a highly creative process that taps into current trends while ensuring what we present will be achievable in the end.

"There are obstacles along the way. Sometimes, a specific design needs to be changed suddenly, but having a cohesive team allows us to address these challenges as they arise. We also do a lot of name generation and navigate legal considerations to ensure everything fits and complies. Discovering unexpected and creative solutions is a rewarding aspect of our teamwork. Having experts around us is invaluable. Sometimes, it's not just about starting with a creative idea; other teams come to us for creative input or assistance, which shows how joined up our work is."

At Sun Branding, they prioritise managing client expectations in an industry where possibilities seem limitless. By fostering open communication and understanding clients' visions, they ensure each project captures and enhances their brand essence. Their commitment to balancing innovation with practicality makes them a trusted partner in bringing bold ideas to fruition.

"Sometimes, it's about evolving—it's not about totally changing who you are," Claire adds. "It’s minor tweaks, simplifying and evolving the brand to stand out. You don't have to reinvent yourself fully. Often, with brands, it's about attention to detail, depending on whether it's a brand redesign or refreshing an existing design. If it's a new product launch, you must adhere to those brand guidelines and ensure it's identifiable. But it might involve exploring a different look or trend, educating on what that might entail, and adapting it to fit that specific brand. This sometimes juxtaposes the brand's identity, which can be challenging. Building trusty client relationships is key. Understanding their bigger picture, of what they want to achieve and who they want to appeal to, staying true to their values while moving with the times."

Claire points out that while they keep a keen eye on the pulse of cultural shifts, Sun Branding understands that while trends like those propelled by TikTok can ignite overnight sensations, true longevity lies in designs that transcend the whims of hashtag-driven popularity. Drawing inspiration from the cyclical nature of trends—the nostalgic revival of Barbie's pink hues or the enduring allure of olive greens—their approach blends innovation with timeless sophistication. By anticipating the evolution of consumer tastes and preferences, Sun Branding crafts designs that capture the current zeitgeist and resonate far beyond the momentary buzz, embodying the essence of enduring brand appeal.

"When we talk about trends, they come and go quite often,” she said. “Some are relevant, others not so much. There's always something trending, especially with platforms like TikTok, where hashtags dictate what's in and out at lightning speed. Trends can be here today, gone tomorrow—like Taylor Swift and friendship bracelets or the return of Barbie's pink hues. For me, trends evolve in the background, while what's trending is fast-paced and fleeting. It's important to consider the context of the brief you're working on. If you're pioneering something new, chasing a trend might be tempting, but a more classic approach often pays off for designs that stand the test of time. Nostalgia, for instance, is a significant trend now, reflecting a deeper, more enduring appeal. While drawing inspiration from current trends like the resurgence of pastels or the persistence of pink is fine, it's crucial to look beyond the now. Ultimately, timeless design is about anticipating how things will evolve, future-proofing, not just following the latest craze."

As trends ebb and flow at an unprecedented pace, the challenge lies in keeping up and strategically leveraging them. From the ephemeral buzz generated by platforms like TikTok to the enduring appeal of nostalgic aesthetics, brands are constantly refining their approach to stay relevant and resonate with evolving consumer preferences. Amidst this whirlwind of trends, striking the balance between innovation and authenticity has become imperative. It's a landscape where heritage meets innovation, and brands must carefully craft their identity to capture the zeitgeist while maintaining their core values.

"I think there's a certain amount of bravery in making changes, especially for heritage brands,” she continued. “When you start playing with these brands, you tend to focus on refinements, crafted detail and storytelling. We've discussed how brand representations can evolve on and off the pack. Think about ad campaigns—they change quickly. Your packaging doesn't change as swiftly. You can simplify, refine, and adapt to changing times while staying true to your brand. Reinventing just for the sake of change isn't the goal; it's about maintaining loyalty while attracting new consumers who resonate with your brand values."

So, perhaps the real secret sauce isn't always about chasing the latest trend. What if brands shifted their focus to what truly resonates with consumers and how to reflect their values through packaging authentically? Instead of constantly scrambling to catch up with the next big thing, companies could delve deep into what makes their identity pop and connect with their audience.

Claire will bring these insights to life in her talk at London Packaging Week 2024, titled Captivating Consumers: Top Trends in Packaging Design. Scheduled for Wednesday, 11 September, from 1:00 PM to 1:30 PM, Claire will share how Sun Branding crafts designs that stand tall amidst the noise and resonate long after the buzz fades. Sun Branding excels in knowing when to ride the wave and when to create the waves, ensuring its designs capture the zeitgeist while maintaining timeless appeal.