We’ve all seen it: a new design trend sweeps through the food and beverage world, and suddenly the shelf is flooded with brands sporting nostalgic fonts, quirky doodles, or ultra-minimalist layouts. The pressure to keep up is real. But for most CPG brands, chasing trends can do more harm than good.

Here’s why leaning too heavily on what’s “hot” right now might be undermining your strategy, and what to do instead.

1. Trends Are Temporary. Strategy Isn’t.

Design trends come and go. Some stick around for a while, others vanish as quickly as they appeared. Around 2020, for example, we saw a big resurgence of ’90s-inspired graphics—wild patterns, bold black outlines, and cartoonish energy. Now? That’s been replaced by the moodier, more refined “Vibe-stalgia” look. Think gold foil, serif fonts, and an old-school luxury feel, like you’ll see on David protein bars or Bero NA beer.

If your packaging is anchored to a fleeting aesthetic, it risks feeling outdated almost as soon as it hits the shelf.

2. You Might Start to Look Like Everyone Else

When a trend catches fire, it spreads fast. That “fresh new look” you launched with? It might be popping up on three other brands by the time you ship your second run. The result: your product blends in instead of standing out.

Consumers don’t browse shelves the way designers browse Pinterest. They scan, fast. If your packaging doesn’t grab attention or differentiate quickly, you’re just part of the noise.

3. Trendy Doesn’t Equal Effective

It’s easy to get caught up in aesthetics—but at the end of the day, packaging is a sales tool. Good design isn’t just about looking cool; it’s about doing a job.

Your packaging needs to clearly communicate what the product is, who it’s for, and why they should care, all in a matter of seconds. That requires strategic thinking, not just a stylish typeface.

There are proven principles behind packaging that sells, things like visual hierarchy, strong claims, and clear benefits. (You can find a full rundown in my Packaging Design Checklist on Foodbevy.) These fundamentals are far more important than jumping on the latest design bandwagon.

4. Your Audience Might Not Care About the Trend

Just because something is popular on Instagram doesn’t mean it resonates with your customer. A visual style that’s buzzy in DTC wellness brands might not land with your audience in natural grocery stores or regional chains.

Always start with your customer. What do they value? What makes them feel confident picking up your product? What aesthetics feel familiar or aspirational to them? If your design trend doesn’t serve those answers, it’s not serving your brand.

5. Trends Can Dilute Your Message

Packaging is your brand’s voice at retail. If the design trend you’re chasing doesn’t align with your core messaging, you’re sending mixed signals.

For example, if your brand is all about clinical performance and precision, but your packaging follows a soft, nostalgic design trend, it might confuse shoppers. Or if you’re selling indulgence and flavor, but your look is too clean and sterile, it might not trigger the right emotions.

Your visual identity should amplify your message—not compete with it.

So… Should You Avoid Trends Altogether?

Not necessarily. Trends can be useful as inspiration or as a subtle nod that your brand is culturally aware. But they shouldn’t be the foundation of your design. Use them as seasoning, not the main ingredient.

Lead with strategy. Know your audience. Be clear on your brand’s message and how your product fits into someone’s life. Then, and only then, see if a trend can help support that.

Because at the end of the day, your packaging doesn’t need to win design awards. It needs to win attention. And drive sales.

Want Your Packaging to Be More Than Just a Pretty Face?

If you’re wondering whether your design is doing the job or just following the crowd, I’d be happy to take a look. Shoot me a DM or reach out—sometimes it just takes a second set of eyes to see where the story isn’t landing.