If you think back over the course of your life, packaging probably plays some sort of role in your formative memories. Think of the way you tore open the wrapping paper on the first Christmas morning you can remember. Or the way the smell of a new pair of shoes rushes over you as you open the shoebox lid for the first time.

In recent years, some of the largest brands in the world have redesigned their logos to pay tribute to their heritage. Pepsi and Burger King both rebranded with “new” logos in recent years that consisted of modernized takes on classic designs from years past. Chocolate brand Cadbury’s, meanwhile, went one step further in celebration of its 200th anniversary this year, resurrecting six historical packaging designs of its famous Dairy Milk products. The classic packs were put on shelves alongside the current design, providing consumers with a buffet of nostalgia that included designs from 1915 through to the present day.

This perfectly demonstrates how a touch of nostalgia in packaging design can be used to communicate a brand’s story instantly, intuitively, and wordlessly. By designing a pack to evoke the past, businesses can provide consumers with tangible evidence of their brand’s history in an effective and succinct manner.

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 flavor 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.

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.

As an example, one of the stars of 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 toward formats like cartons, cans, and glass bottles instead of plastic, are all further examples of nods to the past that can be repackaged for today’s consumers.


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 use innovative tactile varnishes to give packs a rustic, aged look and feel without compromising performance. 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. In recent years, we’ve seen packaging made entirely from biodegradable or recyclable materials. Metalized materials can use a vapor deposition of aluminum 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.