The future of nostalgia in packaging

The good old days of packaging

Of course, not every brand is fortunate enough to have two centuries of history behind it. However, even upstart young businesses can add a nostalgic flavour to their packaging designs to set themselves apart from the competition.

Studies have shown that nostalgia doesn’t need to tap into real memories to affect us. It turns out our imaginations can be just as vivid as real memories, and an imaginary past can induce that powerful sense of nostalgia.

Using the Cadbury’s pack as an example, the vast majority of consumers are unlikely to have any first-hand experience with the 1915 pack design, which was revised in 1923 . However, we can still build a mental picture of what we imagine those times were like, and it’s only natural for part of the brain to yearn for the perceived comfort of ‘the good old days’. Psychologists call this phenomenon ‘anemoia’ – a nostalgic yearning for a past that you never knew. And, due to the way our memories and imaginations are inseparably intertwined, anemoia is every bit as powerful as genuine nostalgia.

At London Packaging Week, we see the way up-and-coming luxury brands compete with iconic heritage brands by tapping into this imagined history using exquisite design techniques. As an example, one of the stars of our sister event Paris Packaging Week last year was PLD Innovation Award winner Tequila Barajas. The luxury spirit is bottled in hand-painted porcelain bottles, continuing a centuries-old Mexican tradition that celebrates the craft and artistry of tequila production. This provides the no-expense-spared sense of luxury that cuts through to its target consumer, leveraging the long history of tequila distilling. This evokes a sense of nostalgia even though the company itself is relatively young – it was founded in 1997.

Logo and font design that evokes the typography and trends of the past, timeless techniques like gold foiling, and the trend towards formats like cartons, cans, and glass bottles instead of plastic packs are all further examples of nods to the past that can be repackaged for today’s consumers.

Keep one eye on the future, and one on the past

Powerful as our mental pictures of the past – real and imaginary – are, nostalgic elements are at their most effective when woven in with modern ideas. Contemporary printing technology can – for example – use innovative tactile varnishes to give packs a rustic, aged look and feel without compromising on the performance of the pack. High-resolution print combined with metallic-effect hot or cold foiling can imitate the delicate hand-painted signage from days gone by – but with machine-like speed and precision. And, RFID technology can be hidden inside labels, unlocking cutting-edge digital features within packaging that looks authentically vintage.

Businesses have the means to combine ancient techniques with scalable technology that is compatible with today’s fast-paced supply chain. This means sustainability has to be considered too, including drawing on the latest innovations in circular materials and design techniques. On our show floor in recent years, we’ve seen show-stopping packaging made entirely from biodegradable or recyclable materials. Metallised materials can use a vapour deposition of aluminium to ensure they can easily be recycled within existing recycling infrastructure. A massive range of water-based barrier coatings can invisibly add a layer of protection to any pack without compromising the aesthetic vision. The possibilities are nearly endless.

It’s possible to see all of these innovations gathered together under a single roof at London Packaging Week, held 11 & 12 September at ExCeL London. From heritage brands to upstart newcomers, any company looking to harness the power of nostalgia should also keep one eye on the future – and that future can be experienced at London Packaging Week.