Design trends | 77Mascot variationsMascot variants have become a popular trend in packaging design as advancements in digital print technology allow for the creation of several variations of designs on a single run. This can include different poses, expressions, or even multiple mascots on a single package. This trend increases engagement with consumers and can open new branding and collaboration opportunities.A mascot can even be customized to reach a specifc demographic or region. Mascot variants also add a level of brand personality to the product. A unique and memorable mascot can help build an emotional connection with consumers. It Lovimals brand is instantly recognizable with variations of brand elements can also be used to tell the brand's story. Kieron Weedon agrees: ‘We’ll see brands taking real ownership via labels and packaging, as distinctiveness and premiumization become increasingly important. ‘Brand mascots, characters and cartoons will bring an ownable personality to brands across multiple channels. We’ll see more brands develop bespoke typefaces that more closely refect their tone and personality. We’ll also see increasingly innovative ways for people to interact with labels and packaging, either physically (think tactile materials or interesting tears) or virtually (QR, VR, AR), to truly bring the brand to life in the most visual sense.’xxSustainable materialsIn recent years, sustainability has become an increasingly important consideration for brands when it comes to packaging design. As material suppliers develop more sustainable materials and as global concern for the environment increases, more and more brands are becoming ethical in their packaging. In 2023, sustainability is expected to continue to be a major trend in packaging design for brands, as companies look for ways to reduce their environmental impact and appeal to consumers who are increasingly conscious of sustainability.With advances in technology, material suppliers are now able to create eco-friendly alternatives to traditional packaging materials such as plastic. These include materials such as bioplastics, made from plant-based sources, and paper-based packaging made from recycled materials. Brands can now choose to use these materials in their packaging, reducing their environmental impact and appeal to consumers who are looking for more sustainable options. Snackzilla uses sustainable packaging materialsAdditionally, governments and organizations are implementing regulations and guidelines on sustainable packaging, which will also drive brands to adopt more sustainable practices.‘Sustainability credentials will continue to challenge design and production in the industry. Brands will need to explore new ways to create and print labels and packaging that reduce carbon footprints further than before. Offsetting is no longer enough for consumers,’ Weedon concludes.Turn to page 24 for more on branding and design from columnist Vicki StrullJan - Mar 2023