Packaging nostalgia; are we going full circle?

Packaging is more than just a means to protect, preserve, promote and contain products; it’s often a gateway to cherished memories and moments of nostalgia. From the crinkle of a sweetie bag to the iconic silhouette of the Coca-Cola bottle, packaging has the power to transport us back in time, evoking feelings of warmth and familiarity.

Today, at the very top of the political and ethical agenda is global warming and packaging has a big part to play. We are experiencing an unprecedented surge in new and updated packaging legislation globally with the aim to promote a circular economy.

Nostalgic packaging; Bridging past and future

2. Paper wrapped memories

During the Covid 19 pandemic, we were encouraged to ‘shop local’ due to the distribution challenges and to prevent the spread of this dreadful disease. This brought a new lease of life to our local high streets but unfortunately this was short lived as supermarkets regained their dominance for grocery shopping [3]. However, the ‘packaging experience’ appeal of the high street has remained. By that I mean the use of paper wrapped products. We all love the theatre and feel-good factor of locally, hand-wrapped produce, and it also has less environmental impact than mass-produced alternatives.

CAUTION: Please take care not to be greenwashed, the nostalgia effect has led to many brands adopting paper-style packaging implying this is the perfect solution for packaging. In some instances, this may be true, but this is not always the case.

With increased consumer awareness of plastic pollution and single-use plastic, thankfully there has been a resurgence of interest in refillable solutions. From bulk refill stations at supermarkets to subscription services for household products, innovative refillable solutions are back with a vengeance!

Refillable packaging has stood the test of time as a sustainable solution. As we look to the future, refillables will continue to evolve, driven by consumer demand and conscience. Insights from the IGD report, How to help consumers adopt reusable packaging [4] seem to support this viewpoint. 

Of the reusable options currently available on the market, the report found that consumers are most open to refill-at-home and return solutions, and are most likely to use them for fruit, vegetables, dried goods and household products. The IGD report goes into some depth about consumer behaviour and reuse/refill, highlighting opportunities for brands and retailers to drive change by addressing three key themes: cost, ease and reassurance.

4. Coca-Cola – a timeless classic

There are few symbols that evoke as much nostalgia and recognition as the silhouette of a Coca-Cola bottle. For over a century, this distinctive shape has remained virtually unchanged, serving as a timeless reminder of the brand’s heritage and enduring appeal.

The contoured bottle was first introduced in 1915, and quickly became synonymous with Coca-Cola, transforming the brand into a cultural icon. Its unique shape not only set Coca-Cola apart from competitors but also served as a powerful marketing tool, reinforcing the brand’s identity and creating a sense of nostalgia and familiarity among consumers.

The iconic silhouette of the bottle became just as powerful as the colour red to the Coca-Cola brand, evoking emotional connections with consumers old and young. It was so iconic there were very few marketing campaigns that didn’t include the bottle, from retro-themed advertisements to limited-edition packaging designs, Coca-Cola continues to tap into the nostalgia associated with its iconic bottle shape.

Just because Coca-Cola haven’t radically changed its appearance doesn’t mean it hasn’t moved forward. Coca-Cola has driven innovation to remain current and meet the changing demands of consumers and the industry. The contour bottle has been resized, reshaped, reinvented in different packaging materials, and reacted to environmental considerations. However, the essence of the original design stays intact, ensuring continuity and recognition.

Brands don’t need to disappear and come back again to be provoke nostalgia, but few have managed to create this timeless evolution while maintaining its original brand equity. From its humble beginnings as a solution to combat imitators, to its status as a global cultural icon, Coca-Cola’s contour bottle silhouette embodies timeless appeal. Read more about Coca-Cola’s ambitious sustainability targets in this blog by our specialist sister company, Aura Consultants.

However, we have also seen a bit of a resurgence of the traditional milkman. This started during the first lockdown of Covid 19 and has remained at relatively high numbers, not to the demand seen back in the 70s but deliveries in the UK in July 2020 peaked at 670,000 [5].

From Nostalgia to Sustainability: The Evolution of Packaging

Packaging nostalgia reminds us that some of life’s most cherished moments are wrapped in the simple pleasures of everyday objects. From the iconic designs of beloved brands to the sentimental packaging of childhood treasures, these packaging solutions evoke memories that transcend time and connect us through shared experience. As we embrace the nostalgia of packaging, lets celebrate the beauty of these everyday items and the memories they hold in our hearts.

What we must remember is that in the ‘good ol’ days’, both product and packaging was mainly locally sourced. So, great solutions with a low environment impact. Today, we can measure benefits, from recyclability to carbon footprints and full life-cycle analysis and this is vital if we are to reduce the impact of global warming. It also offers a tangible measure to qualify packaging change / improvements.