The Current Landscape of F&B Design

Entering 2025, design in the Food & Beverage (F&B) industry has gone far beyond being a purely visual element to become a powerful strategic tool that helps brands express their identity and differentiate themselves in an increasingly competitive market. More than just creating visual impact, today’s design plays a vital role in building emotional connections with consumers through consistent and meaningful experiences.

At the same time, modern design has become an effective medium for brands to convey their commitment to sustainability in a transparent and engaging way from eco-friendly packaging to visual cues directly on the product. With the help of technology, design also enables personalized user experiences and real-time interactions, something more and more consumers are beginning to expect.

In this context, staying ahead of design trends and applying them properly will be key for F&B brands to grow sustainably and win customers’ hearts.

Let’s explore with Hoa Đất the most prominent design trends of 2025 that are reshaping the global F&B landscape.

Bold Minimalism

Minimalism remains a dominant trend but is now refreshed through bold color palettes, typography, and layout choices.

Striking color palettes: Neon tones, electric hues, and high contrast combinations create visual highlights.

Distinctive typography: Custom, bold fonts express brand personality with strength.

Clear layouts: Information is presented in a streamlined, readable way that avoids clutter.

For example, Oatly has revolutionized packaging by combining minimalist design with conversational typography, becoming a new model for the beverage industry.

Sustainable Packaging – No Longer a Trend, but a Requirement

Modern consumers increasingly demand transparency and environmental responsibility, leading to the rise of various sustainable materials.

Biodegradable materials: Such as PLA from sugarcane, stone paper, and natural biodegradable films.

Creative packaging solutions: Designed without sacrificing user experience.

Clear messaging: Environmental benefits clearly stated on packaging.

A prime example is Notpla, which replaces plastic with a seaweed-based film—an eco-friendly solution that resonates deeply with environmentally conscious consumers.

Digitally Conected Packaging

Packaging is no longer just a shell—it’s a platform for interaction. By integrating AR (augmented reality), brands can bring their stories to life directly through packaging. AI applications suggest relevant products based on user behavior, and a widely adopted approach in today’s market is enhanced QR codes, which provide details such as ingredient sources and sustainable practices.

For example, McDonald’s Japan incorporated AR into their drink cups to tell the ingredient journey—making transparency fun and engaging.

Authentic Visuals – Connecting Through Simplicity

Today’s consumers care not only about product quality but also about how authentically a brand presents itself. As a result, many F&B brands are shifting toward raw, natural imagery to form emotional connections with their audience. Rather than overly polished visuals, products are shown as they truly are, embracing small imperfections—because authenticity is found in the imperfect and human. At the same time, photos are minimally edited, preserving original textures and colors to foster a sense of familiarity and trust. Beyond visuals, brand storytelling is becoming more gentle and sincere—from the language used to the emotions conveyed—all aimed at cultivating genuine empathy.

A great example is Innocent Drinks, whose unedited imagery, paired with witty, everyday captions, has helped them win trust and affection through emotional sincerity.

Localized Design – Honoring Cultural Identity

In 2025, many F&B brands are “returning to their roots” as a way to affirm identity and foster long-lasting connections with consumers. Rather than following globalized trends en masse, brands are turning to local culture as a unique design asset. This is reflected in the use of traditional patterns and cultural symbols tied to regional life. Materials are also chosen for their local, eco-friendly, and handcrafted nature—paying tribute to origins and craftsmanship. Beyond aesthetics, local stories are subtly woven into packaging, allowing consumers to not only use a product but also experience the culture and community spirit behind it.

For instance, Chinese snack brand Hao Huan Luo designed packaging inspired by classical ink painting, creating a proud and powerful cultural connection with local consumers.

Experiential Design

In 2025, F&B design is expanding beyond visual appeal to stimulate the senses and evoke emotions through multi-layered experiences. This approach blends visual, tactile, and olfactory elements to create a complete sensory journey from the moment the product is held. Brands are beginning to pay more attention to packaging materials—using unique surface textures to create memorable touch sensations, from rough and gritty to silky smooth. Meanwhile, fragrances are subtly integrated to spark familiar emotions—like the scent of orange peel evoking Lunar New Year, or cocoa suggesting warmth and comfort. Interactive elements such as sound, light, or scent released upon unboxing are becoming more common.

A notable example is Le Chocolat des Français and their 2024 holiday limited edition box, which releases a soft cocoa aroma upon opening. Paired with artistic illustrations inside, it creates a gift unboxing experience full of delightful surprises and emotion.

Conclusion: Innovation, Authenticity, and Sustainability Are the Keys to Success

To stay relevant and stand out in 2025, F&B brands must focus on three core pillars:

Continuous innovation:
Leverage technologies such as AI, AR, or advanced QR codes to personalize and deepen engagement with consumers.

Commitment to sustainability:
Use eco-friendly materials (like PLA, stone paper, biodegradable films) and ensure transparency in communicating environmental responsibility.

Authenticity in expression:
From unretouched product photos to emotionally honest brand stories—everything should be rooted in truth to build lasting trust.

By combining these three elements harmoniously, a brand doesn’t just survive—it thrives and leaves a lasting impression on modern consumers.

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Is your brand ready to embrace these trends?
Share your thoughts in the comments below!

Need packaging design consulting aligned with 2025 trends?

Contact the design team at Hoa Đất Agency to discover a strategic solution that aligns with your brand vision and values.

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