I just got back from CES 2025. My 11th year. Eleven. Years. Of. This.
And let me tell you something:
It’s the same.
The same slick, white minimalist boxes. The same sterile fonts. The same generic look that screams, “We all want to be Apple when we grow up.”
It’s as if the entire consumer electronics industry handed out a secret memo in 2007 that said, “Do what Apple does, but worse.” And for the last decade-plus, its been following it to a tee.
This isn’t innovation—it’s laziness wrapped in spot UV images cardboard. And it’s killing brands before their tech even gets a chance to shine.
The Death Grip of Apple’s Playbook
Now don’t get me wrong. Apple’s packaging design was revolutionary. Minimalism. Clean lines. The promise of perfection. It was an instant hit, connecting emotionally with consumers long before the product solved their problems.
But here’s the thing: that was then.
Today, every Tom, Dick, and Harry in the consumer electronics space is copying it, hoping that sleek white boxes will magically translate to sales.
Spoiler alert: It won’t.
Because when everything looks the same, nothing stands out.
Where’s the Emotion?
Here’s the dirty little secret about packaging design in 2025: It’s become a forgotten afterthought.
Brands are so obsessed with the specs of their products, they forget the most important truth:Consumers don’t buy products. They buy emotions.
And packaging? Packaging is your first—and sometimes only—chance to make that emotional connection.
Yet, the trends on display at CES 2025 were tired, uninspired, and, frankly, boring.
The DTC Dilemma
It’s even worse in the Direct-to-Consumer (DTC) world.
Yes, DTC brands say packaging is important. But actions speak louder than words, and what I saw was a sea of sameness. The mindset? “If it worked for Brand X, it’ll work for us.”
No originality. No creativity. Just copy-paste design, over and over again.
But here’s the kicker: Consumers know when you’re phoning it in. And they punish you for it by skipping over your brand for one that dares to be different.
Copycats Don’t Win
Look, I get it. It’s easy to follow the leader.But here’s the truth: Copycat design doesn’t build loyalty. It doesn’t build intrigue. And it sure as hell doesn’t build a brand.
Do you know what does?
Being bold. Being disruptive. Being different.
Just look at brands like Liquid Death, Seed, and Dr. Sasquatch. They’re winning because they broke the rules. They embraced originality. They didn’t follow trends; they set them.
Consumers Are Hungry for More
People don’t want another soulless box that screams “industry standard.”They want something that surprises them. Something that excites them. Something that makes them feel like they’ve discovered a hidden gem.
If you’re still clinging to tired trends and bland designs, you’re missing the mark—and your competitors will leave you in the dust.
What’s the Solution?
It’s simple: Stop being a follower. Start being a leader.
Create packaging that tells a story.
Design with emotion, not just aesthetics.
Break free from the cookie-cutter mold and give your consumers something to remember.
Because in 2025, the brands that win won’t be the ones who played it safe.They’ll be the ones who dared to stand out.
So, what’s it going to be? Another year of sameness—or a new era of originality?
The choice is yours.