Expect the unexpected in modern branding

Modern packaging ideas and technologies have made for interesting new design developments to make products stand out from the crowd

Innovative suppliers and designers are helping brands create uncommon packaging solutions from everyday materials, says Julia Wray

Novelty is always a draw. However there is a diverse, visually and texturally exciting palette of age-old materials out there, and this article aims to discover the most engaging use of these in fragrance and cosmetic packaging.

Dr Benjamin Punchard, Global Packaging Insights Director at Mintel Group, notes that most innovation is around closures: “So with fragrance, for example, the bottles will be glass, but closures and additions bring the brand to life.”

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