What do you think 2019 will hold for packaging design?
Hopefully, conscience. Brands are under scrutiny more than ever to make their processes and products as sustainable as possible. I imagine we’ll see lots of packaging redesigns as these formats and materials are assessed. Brands should shout about these changes too — I had always assumed you couldn’t recycle Wagamama’s takeaway packaging because it’s black plastic, but you can. I hate to think how many other people have the same misconception.
What was your favourite packaging design project in 2018 and why?
The stand out for me was Co-op’s own brand packaging by the talented folk at Robot Food. I really digged the rebrand, completed by North in 2016, so I love that this range follows the same idea — it feels as though the studio has dipped back into the archives to inform the labels. The eclectic typography feels quite craft beer and having seen it on shelf, it really stands up to the brands it’s surrounded by. It’s hard to create an own-brand that’s desirable (the Majestic Wine Jean Jullien collaboration is a great example) but I’d be happy — and would have no shame in doing so — to have a fridge full of those little French lagers.