Minimalism, materiality, and the future of flexible packaging

Julia O’Loughlin, group marketing manager at Parkside Flexibles, explains.

When we think of the term ‘minimalist packaging’, we are often thinking in visual terms – clean lines, muted colour palettes, pared back layouts. But for brands and packaging converters alike, the real shift goes much deeper. Minimalism isn’t a design trend; it is a design principle. And at its core is a question every business must answer: how can we do more with less?

At Parkside, we believe this mindset aligns perfectly with what flexible packaging has always set out to do; use less material to achieve more functionality. But to meet the expectations of today’s minimalist movement, packaging must go further still: it must be simpler, lighter, smarter, and circular by design.

Why minimalist doesn’t mean minimal performance

The appeal of minimalist packaging is obvious. Consumers associate simplicity with trust. Stripped back designs project confidence, transparency, and ease but as this aesthetic becomes more deeply intertwined with sustainability narratives, it raises the bar for packaging functionality.

This is where flexible packaging excels. As a format, it already uses demonstrably less raw material than many rigid alternatives. It takes up less space in transit, and when designed correctly, creates little waste at end of life. Yet it can still deliver high barrier performance, extended shelf life, and shelf appeal – all in one solution. Flexible packaging is, in many ways, the physical embodiment of minimalist thinking: no excess, just efficiency.

More than less: circularity without compromise 

Minimalist design places a strong emphasis on sustainability, but getting the materials mix right matters just as much as reducing the visual noise. With the minimisation requirements in the Packaging and Packaging Waste Regulation (PPWR) set to make excess packaging a liability, brands now face legal and financial pressure to deliver snug fit, material efficient formats. That means cutting weight, avoiding unnecessary components, and proving it. That is why the industry is moving beyond vague claims of ‘eco friendly’ and towards material strategies that are measurable, proven, and ready for the realities of the waste stream.

At Parkside, we have seen this first hand with our Recoflex range, an innovation platform built around both paper based and recyclable plastic monomaterials. The idea is simple: give brands an alternative to conventional laminates without compromising on product protection or print quality.

In the Recoflex paper range, for example, FSC certified fibre meets proprietary water based barrier coatings to offer moisture, grease, and oxygen resistance that rivals plastic, but in a fully kerbside recyclable pack. It’s a minimalist design in every sense: less plastic, fewer layers, and one clear message to consumers.

Designing for restraint, delivering on practicality

The challenge with any minimalist pack is finding the right balance between form and function. Strip away too much, and you risk losing usability, durability or shelf impact. Too much taken away could even risk product damage and potential safety issues. But get it right, and you create a pack that is not only resource efficient but also enhances the brand experience.

That is why our innovation isn’t limited to materials. Technologies like Parkscribe laser scribing enable built-in easy open and reclose features – without needing added components like zips, caps, or tear strips. That means fewer parts, fewer processes, and fewer compromises on recyclability.

It also means accessibility. True minimalism should serve everyone, not just those with strong grip or perfect dexterity. Inclusive packaging design is too often an afterthought, but in our view, it is fundamental to what good design looks like in 2025.

Minimal packaging, maximum systems thinking

Minimalist design can’t be judged on aesthetics alone. A beautiful pack that can’t be recycled, that creates excess food waste, or that clogs up an automated line is not minimalist. It is just under-engineered.

What is needed now is systems level thinking. Packaging that delivers across the full chain, from manufacturing and transport through to retail, use, and end of life. It is why we talk about ‘resource efficiency’ rather than just material savings. The right pack doesn’t just look good on shelf, it reduces damage in transit, supports high line speeds, avoids overpacking, and simplifies disposal.

Minimalism, in this sense, is not about taking away. It is about designing with intention, purpose and restraint, where every element is considered, and nothing is included without justification.

At Parkside, we know that delivering minimalist packaging isn’t about taking a standard format and dialling back the design. It is about understanding the specific needs of the product, the brand, and the consumer – and building a solution around that. That is why we have invested in our creative suite and laboratory testing facility, giving brands access to high quality prototyping, performance testing, and material innovation under one roof. Whether it is evaluating a new substrate, testing barrier performance, or refining a reseal feature, we work side by side with our partners to create minimalist packaging that performs just as well as it presents.

The next chapter of minimalist design

As consumers gravitate towards cleaner aesthetics and clearly articulated brand values, brands will continue to look for packaging that supports that message. Flexible packaging is uniquely positioned to help deliver that, visually, operationally, and environmentally.

For our team, minimalism isn’t about aesthetic purity. It is about engineering elegance. Lighter, simpler, smarter packaging that cuts through noise, not just on a CAD render in the design studio, but across the entire packaging lifecycle. Because when minimalism is more than a style choice, it becomes a principle – it has the power to reshape not only how packaging looks, but what it achieves.