Think Tank Creative, a UK packaging design agency, has revealed its predictions for packaging trends for 2026. 

Nick Seston, Head of Creative Production at Think Tank Creative, shares his insights into what trends have grown throughout 2025 and how his expertise can help brands navigate what and where to invest in when it comes to packaging in 2026.

Paperization of Products Continues

The simple yet effective solution in sustainable packaging continues to be paper. As brands shift away from plastic in a bid to reduce environmental impact, we at Think Tank are seeing an overwhelming number of businesses turning to paper as their first port of call.

It’s cost-effective, highly versatile, widely recyclable, and far less carbon-intensive than plastic alternatives. We predict this movement will not just persist but accelerate into 2026 and beyond. 

Beyond paper, larger global brands with robust R&D budgets are going even further, exploring bio-based materials like sugarcane fibers, coconut husks, and even fruit pulp packaging. 

These materials aren’t just novel, they’re biodegradable, renewable, and often derived from waste streams, giving them a lower overall environmental footprint. 

Think Tank also expects the range of applications for paper and paper-based hybrids to continue expanding, from luxury packaging to industrial protective solutions. 

Greener Values

Sustainability in events and festivals is no longer a fringe concern; it’s becoming a baseline expectation from environmentally conscious audiences. Over the past few years, we’ve already seen improvements: reusable pint cups, digital ticketing, and even bans on disposable vapes. 

In 2026, we anticipate a stronger move toward biodegradable alternatives such as washable craft paper, bamboo fabric, or even seed-infused paper that can be planted post-festival.

Small changes include:

• Compostable food trays made from palm leaves or bagasse
• Plant-based glitter alternatives
• On-site refill stations for water and hygiene products
• QR-code merch and souvenir options instead of physical items

Tailored, Personalized, and Subscription Models

The demand for personalized and subscription-based products continues to grow, and packaging is playing a huge part in making this experience more sustainable and enjoyable. 

Customers increasingly expect both functionality and thoughtful design in their purchases, especially if they’re being delivered monthly or quarterly.

Packaging that is minimal, attractive, and, most importantly, reusable or compostable is becoming the norm in successful subscription brands. 

We also foresee the rise of modular packaging systems, designed to work across multiple product lines, where only the refill component changes. This could lead to ‘closed loop’ packaging options where customers send back used components for sterilization and reuse. 

And of course, personalization goes beyond just names on boxes; it extends to delivery cadence, product selection, and even seasonal packaging themes. 

In 2026, smart packaging tied to AI-driven consumer insights will help brands predict what their customers need and when, reducing overproduction and improving satisfaction.

AI Will Not Replace Creative & Sustainable Packaging

AI has undoubtedly disrupted the creative industries, and it’s increasingly being used for tasks like rapid prototyping, layout generation, and even initial concept ideation. 

AI can assist in the background, handling some of the more labor-intensive groundwork like dyeline preparation or mockup generation. But it cannot authentically interpret brand tone, anticipate consumer emotional response, or push boundaries in the way a human-led creative team can.

Think Tank believes AI’s limitations will enhance the value of good creative teams, particularly those focused on sustainability. Clients aren’t just seeking boxes; they’re seeking brand experiences, unique unboxing moments, and eco-conscious credibility. 

In 2026, the companies that thrive will be those that use AI as a supportive tool, not a replacement, freeing up time for real innovation, not trying to automate it.

The Refill Model in Cosmetics

Refill models seemed like the perfect answer to plastic waste in the beauty industry, but the reality has been more complex. While the concept is environmentally sound, the execution hasn’t quite resonated with most consumers. 

From unclear instructions to unattractive refill formats, many brands launched refill schemes without fully understanding their customer base. 

In 2026, Think Tank predicts brands will start shifting toward passive refill models, where the refills are built into a subscription or automatically delivered before the product runs out. This reduces the friction of remembering to reorder and encourages consistent use.

Think Tank also expects a rise in refill pop-ups or in-store refill stations paired with loyalty rewards. 

Refill solutions must feel just as luxurious and convenient as their single-use counterparts. Brands need to invest in better user education, sleeker refill designs, and smarter product development to make this work. 

Refill models won’t succeed unless they cater to lifestyle and convenience, not just sustainability. 

With deeper consumer insights and better design, this model could still thrive, especially in categories like skincare, haircare, and even home fragrance.

Photo: Shutterstock/ PattPaulStudio