The vivid rebellion: Maximalism’s return in a sea of sameness

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This article is part of a series exploring key industry trends, brought to you by the Easyfairs Packaging Council – the expert advisory board behind London Packaging Week.

In a marketplace lulled into the quiet hum of minimalism, a new energy stirs — bold, ornate, unapologetically vivid. Amid the sea of sameness, where clean lines and soft neutrals reign, maximalism reemerges like a myth reborn, cloaked in detail and alive with intention. It whispers stories through tangled patterns, and beckons with glints of gold, layers of colour, texture, and emotion. This is not chaos — it’s enchantment. A return to wonder. Where packaging becomes a portal, and the product is only the beginning. In this age of aesthetic fatigue, maximalism doesn’t shout to be heard — it captivates, it lingers, it dares us to look again.

As trends cycle and the minimalist ideal reaches the edge of oversaturation, something in the collective visual appetite begins to shift. Consumers, weary of the sterile and the stripped-back, are longing for something that feels alive — something that holds meaning beyond simplicity. Maximalist design, with its rich visual language and unapologetic embrace of complexity, offers a kind of sensory relief. It draws people closer, not through perfection, but through presence. Every curve, colour, and clash becomes a thread in a narrative that asks to be unravelled, explored and remembered.

To explore the heart of this resurgence, we turned to three influential voices in the world of design — Stefan Casey, Boma Krijgsman, and Szymon Klos — all esteemed members of the Easyfairs Packaging Council, the guiding hand behind the UK’s two most successful packaging exhibitions. As thought leaders helping shape the future of the industry, their perspectives offer a vivid roadmap for brands daring to go bolder.

More than a look

“Maximalist design breaks through the noise of a minimalist-dominated market by creating rich, immersive experiences,” says Boma Krijgsman. “This style gives brands the opportunity to tell more detailed stories through design, offering depth and complexity that invite the consumer to engage on a deeper level.”

Szymon Klos echoes this, emphasising its role in deepening brand identity. “A more maximalist approach allows for greater brand differentiation, enhanced shelf presence and a more holistic connection with the wider brand world.”

For Stefan Casey, the return to richness is overdue. “With every yin there is a yang,” he notes. “But with maximalist designs, you get a much richer and emotional connection. Often a story within a story — designs you can lose yourself in. Done right without compromise, it can really help to stand out against the swathes of the same minimalism, drained of emotion — brown, white or black combos! This can lead to improved brand differentiation and increased perceived value. Win-win.”

While minimalist design often cues function and clarity, maximalism brings a deeper sense of experience. “Maximalist packaging can evoke a stronger emotional connection by stimulating the senses and creating a sense of richness or abundance,” says Krijgsman. “It can appeal to consumers’ desire for discovery and intrigue.”

Boma Krijgsman from JDO Agency Advisory board member
Boma Krijgsman, Brand & Marketing Manager at JDO Global

How to tell stories without overwhelm

Complexity, however, is not carte blanche for clutter. “Maximalism is about the lost art of engaging the senses,” says Casey. “Visual, touch and even smell and sound can effectively be combined to create memorable designs or experiences.” But the key lies in balance. “Careful consideration to ensuring fit for purpose and cultures is key. Foundational design like use of vanishing points and interactive elements bring further qualities that prevent designs simply looking like a mess — a fine line to walk, but done right, potentially iconic.”

Krijgsman agrees: “Complex packaging can be a powerful vehicle for storytelling when it’s thoughtful and cohesive. Brands should ensure that each detail contributes to the overall narrative and doesn’t overwhelm the consumer.” For her, design must “unfold the story gradually, not bombard the consumer with too much at once.”

Klos adds another dimension – aligning design with the brand’s very essence. “Within a considered, holistic design process, the packaging should be an extension of the brand’s DNA,” he says. “If the brand’s key promise is centred on efficacy and science, and the product offering focuses on utilitarian, solutions-based ingredients, a maximalist approach might not be appropriate or effective.”

Stefan Casey, Head of Ecosystem at Io.tt

The practical art of bold design

So how does bold, sensory-driven design coexist with real-world constraints – cost, sustainability, production? According to Casey, it begins with collaboration. “In a world of increasing costs and complexity in supply chains it’s a real challenge. This is where the right partnership collaboration and bringing those heroes from each business along the journey – from the beginning! I cannot stress this point enough.”

Krijgsman sees innovation as the bridge: “Balancing bold designs with practicality requires careful planning. Intricate designs can be produced using innovative printing techniques or by focusing on the use of unique, eye-catching textures that don’t increase production costs significantly.”

And for Klos, maximalism doesn’t always mean extravagance. “It can be embodied in a variety of ways, even within the confines of a strict technical brief and restricted budget. Examples would be a stronger, more vibrant and bolder 2D design, colours used, or in-mould textures.”

Each creative sees opportunity – not in ignoring limits, but in outthinking them.

A lasting shift or a beautiful backlash?

For Casey, the trend is both cyclical and cultural. “Trends drive decisions, but they’re just the Yin and Yang of design. Minimalism has dominated for such a long time – homes lack personality and the shelves, at least in premium, lack differentiation due to sticking to these minimalist codes. Maximalism thankfully is on the rise. If it adapts and embraces the world and technology, it will persist for those who master it.”

Krijgsman adds, “Maximalism has the potential to stay, but it will likely evolve as a response to the over-saturation of minimalism. The key to its longevity will be its ability to create a unique brand experience without losing sight of practicality and relevance.”

Klos offers a more nuanced future. “I think it depends on the product category and price point. As more brands look to increase perceived value and desirability, maximalism is a way to stand out, project confidence and introduce a richer story. But minimalism will continue to cue efficacy, science and functional benefits. My view is that these two trends will continue to feature side-by-side in the market and be used by brands where applicable.”

Szymon Klos, Senior Packaging Design Manager - Beauty & Wellbeing at Unilever

The power to be remembered

Whether maximalism becomes a movement or remains a vivid reaction, what’s clear is this: the hunger for depth is real. In a visual culture increasingly driven by swipe, scroll, and short-term attention, maximalist packaging dares to slow us down. It asks us to look again. To feel more. And for brands brave enough to walk the line between bold and balanced, the reward is resonance.

As Casey puts it: “Define your goal: a viral sensation or the path to iconic status.” Maximalism can be either – or both. But above all, it offers brands something minimalist packaging rarely does: the power not just to be seen, but to be remembered.

As the conversation around packaging design evolves, London Packaging Week this October will be the ideal place to explore what’s driving that change. With a focus on innovation, practicality, and creative excellence, the event brings together the industry’s most forward-thinking professionals. It’s where trends like the return of maximalism are unpacked, challenged, and refined — not just as visual statements, but as strategic tools for brand differentiation and consumer connection.

For brands, designers, and manufacturers alike, London Packaging Week offers a clear opportunity: to see how bold, layered design can meet real-world demands without compromising on impact. Whether you’re looking to elevate your packaging approach or better understand where the market is heading, this is the moment — and the place — to be part of that conversation.

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