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Touch, Texture and Trust in Modern Packaging Design

Touch is becoming one of the strongest tools in packaging design because the hand remembers what the eye forgets. Research in sensory marketing shows that simple tactile details such as a raised mark, a textured sleeve or a soft touch surface can instantly increase perceived value and trust. Food and beverage brands are now recognising that true premium appeal comes from material honesty and emotional connection rather than heavy boards or metallic finishes.

Tactile design works like a first handshake. A gently rough surface signals craft and authenticity while a smooth velvet like box conveys calm care and indulgence. The purpose is not decoration but communication through texture and feel. This is where specialist agencies make a genuine difference. Grays London, Pearlfisher, JKR and Here Design, focuses on how every material and finish behaves in the consumer’s hand, ensuring the physical experience supports the brand story as strongly as the graphics.

Function also carries emotion. Packaging travels from factory to shelf to home and the best designs manage this journey while still feeling considered. A strong example is the ready meal range for Global Fine Foods created with UK agency Designeering. A simple structural sleeve with small supporting feet allowed the packs to stand upright, instantly improving visibility, ease of handling and perceived quality. It demonstrated that practical features can become expressive details when thoughtfully engineered.

This mindset turns everyday packaging into something memorable and trusted. It asks a simple question at every stage of the design process: can structure, texture or movement communicate confidence or quality? When the answer becomes yes, the packaging stops being an outer shell and starts becoming part of the product’s soul.

Packaging as Storytelling Where the Customer Journey Begins

Before a customer tastes anything, they experience the packaging. The texture, weight, and quiet details form the first chapter of your brand. A cool matte sleeve or a soft uncoated card can communicate care, transparency, and quality long before any message is read. Touch becomes the first teacher.

At agencies like Grays London, JKR London, Pearlfisher and Here Design, packaging is treated as a sensory language. Every fold, finish, and texture is shaped to build trust, recognition, and a moment of calm confidence in the customer’s hands.

A strong example of this thinking is Yutaka, whose clean colour led system by TFA London helped shoppers understand Japanese ingredients through simple textures and clear visual cues. It proved that thoughtful restraint can guide and educate without ever needing to shout.

This approach shows that packaging is far more than a container. It is a storyteller, an educator, and often the reason a customer chooses to return.

The Power of Reusable Packaging: Where Sustainability Meets Desire

Reusable packaging is redefining how brands communicate value. Imagine opening a box with a soft magnetic click and running your fingers across textured uncoated paper that feels natural and deliberate. Inside sits a refillable glass jar, presented without plastic or waste, only a sense of permanence and thoughtful design. This is the emotional impact reusable packaging creates.

At Grays London, reusable packaging is part of a wider sensory ecosystem. We design boxes and bags that live beyond the first use, built with durable materials, refined textures and finishes that age gracefully. For luxury gifting, skincare, hospitality and boutique retail brands, reusability becomes more than sustainability, it becomes a signature. Clients return not only because they love the product, but because the packaging holds meaning and memory.

A 2024 Fashion for Good study shows reusable formats can cut emissions by up to 80 percent compared to single use systems, with major brands like Zalando and H and M already saving millions of packaging units. Smaller brands gain the same advantage on a different scale: a reusable box or cosmetic vessel becomes part of the brand story, part of the home, part of the daily ritual. In a world crowded with disposable options, the items that remain are the ones people remember.

Reusable Modular Displays: The Smart, Sustainable Choice for Modern Events

Reusable modular displays are transforming how brands show up at events. Instead of rebuilding new stands every time, a single modular system can shift from a small pop up booth to a full exhibition setup by simply swapping panels or extending frames. This gives you unlimited layouts from one investment and keeps your brand consistent across trade shows, pop ups and in store activations.

At Grays London, we design modular displays that evolve with your brand. Each structure is lightweight, sturdy and engineered for quick assembly. High quality finishes like brushed aluminium and smooth tension fabrics create a premium look that stands out on the event floor while staying practical for repeated use. Because these displays are built for longevity they reduce waste and lower long term costs compared to disposable stands.

This shift is already visible across Europe. At London Packaging Week 2024, many exhibitors adopted reusable modular systems and significantly cut material waste while improving visual impact. It shows that sustainable design does not limit creativity; it enhances it.

Reusable means flexible, durable and beautifully built. It is the modern standard for brands that want to reduce waste, elevate their presence and look polished across every event stage.

Before you even step onto an exhibition floor, the sensory world hits you first — the soft hum of conversation, the warm scent of coffee, the gleam of light skimming across satin-finish displays. You brush your hand against a cotton tote bag, dense in weave and rich in texture, and suddenly you’re in the brand, not just looking at it.

That’s the magic of reusable event collateral and modular displays crafted with intention. They don’t feel disposable. They feel memorable.

Unlike throwaway materials that vanish the moment an event ends, reusable displays, reusable packaging boxes, and premium tote bags stay in someone’s life. They become part of their daily routine, carrying the brand forward long after the spotlight fades. The emotional value is real — people keep what feels good.

At Grays London, a leading event branding agency in London, we build this kind of tactile storytelling. Our studio specialises in reusable modular displays, reusable packaging, and sustainable event design that combines craftsmanship with sensory impact. For brands across the UK, sustainability isn’t just a responsibility — it’s an opportunity to create deeper, longer-lasting engagement.

🔑 Translating Insight into Loyalty Through Experiential Design

Building long-lasting customer loyalty isn’t about chasing hype — it’s about understanding people and translating those insights into tangible, memorable experiences. Three core elements are critical: behaviour, culture, and lifestyle. Brands that get this right create experiences that resonate deeply with both Millennials and Gen Z.

For instance:

Gen Z rallies around climate action. An event that wastes materials or ignores sustainability will fall flat, no matter how flashy the production.

Millennials juggle families and careers. Convenience, accessibility, and thoughtful touches win over grand spectacle alone.

Both generations crave shareable moments. Events must embed Instagram-worthy corners, tactile props, and clever packaging that doubles as a souvenir.

Knowing what your audience cares about — sustainability, authenticity, immersive design — is only the beginning. The challenge lies in making those insights physical: the texture of packaging, the feel of an interactive installation, or the keepsake a guest takes home. This is where leading UK agencies excel.

Top UK agencies creating multi-sensory, experiential brand activations include:

Grays London — bespoke luxury packaging, event displays, and curated merchandise that connect emotionally with audiences.

Studio Mar — immersive retail and event experiences using tactile materials and multi-sensory design.

Pulp London — innovative sustainable packaging paired with engaging experiential installations.

Makemake Studio — interactive, sensory-focused activations aligned with brand identity to drive loyalty.

By combining physical craft, sustainable design, and thoughtful storytelling, these agencies demonstrate how brands can translate abstract insights into tangible experiences. Packaging, decor, and event elements don’t just look good — they reinforce identity, values, and connection, turning moments into memories that stick long after the event ends.

🌟 What Millennials and Gen Z Really Respond To in 2025

It’s tempting to assume that Millennials and Gen Z are only drawn to spectacle, but the reality is much subtler. What these generations truly respond to is sincerity and authenticity. In a world of constant digital noise, flashy campaigns can catch the eye — but lasting engagement comes from purpose-driven storytelling and experiences that feel real.

Gen Z, growing up in an era of climate anxiety and cultural fluidity, places immense value on cause-led authenticity. According to Deloitte’s 2024 Gen Z & Millennial Survey, around 64% of Gen Z and 63% of Millennials are willing to pay more for environmentally sustainable products or services. They expect brands to demonstrate genuine purpose — not just through slogans, but in the way they operate, the materials they use, and the experiences they curate. Brands that show social responsibility, support communities, or incorporate sustainability into their offerings resonate deeply with this audience.

Millennials, on the other hand, came of age during the rise of digital commerce. They appreciate a balance of indulgence and responsibility. While they may enjoy attending a VIP launch or attending a highly polished event, they are equally impressed when experiences are mindful of sustainability — for instance, using recycled materials in packaging, offering plant-based catering, or providing eco-friendly takeaways. Convenience and thoughtfulness, combined with responsible practices, drive loyalty and repeat engagement for this generation.

Both generations share a powerful, unspoken expectation: experiences must feel personal, immersive, and share-worthy. A visually striking backdrop, a clever QR-triggered interaction, or a bespoke, thoughtfully designed gift is no longer optional — it’s essential. When done right, these elements not only delight participants in the moment but also extend engagement through organic social sharing. Photos, stories, and posts captured by attendees amplify the campaign far beyond its physical or digital footprint.

The key takeaway for brands in 2025 is clear: purpose and authenticity are more persuasive than spectacle. Engaging Millennials and Gen Z requires designing experiences that are emotionally resonant, visually memorable, and socially responsible. It’s about creating moments that customers feel proud to share, fostering loyalty while reinforcing brand values.

🎨 How Sensory Design Can Tell Your Brand’s Story

Close your eyes. Imagine walking into a room designed for a product launch. What do you hear — the thrum of deep bass, or the gentle hush of strings? What do you feel under your fingers — polished wood, soft velvet, or cool steel? What does the air smell of — citrus, cedar, or even champagne bubbles? These are not mere details — they are the language of tactile brand activations.

Texture, scent, sound, and taste — each element is a note in a symphony. Together, they tell a story. Just as packaging can personify a brand — glossy black communicates elegance, recycled craft board signals integrity — a thoughtfully designed IRL activation becomes a mirror of identity. Every detail reinforces the brand narrative, creating a memory anchored in the senses.

In the UK, brands are increasingly experimenting with sensory design in retail and experiential marketing. At Windle London in Covent Garden, clients who return empty bottles for refills participate in a ritual that smells, sounds, and feels consistent with the brand’s values. From the soft rustle of fabric to the citrusy scent of fresh products, these experiences feel immersive and deeply personal, making customers feel like they belong.

Leading UK agencies creating multi-sensory, experiential brand activations include:

Grays London — bespoke rigid box packaging, premium event displays, and curated tactile materials that bring brand stories to life.

Studio Mar — immersive retail and event experiences using tactile materials and multi-sensory design.

Pulp London — combines creative packaging with environmental storytelling and experiential installations.

Makemake Studio — delivers interactive, sensory-focused activations that align with brand identity and customer engagement goals.

The takeaway is simple: sensory design transforms experiences into memories. When brands engage multiple senses simultaneously, they create stronger emotional connections, improve recall, and encourage organic social sharing. Every sight, sound, and texture becomes part of a larger narrative, turning ordinary product launches into multi-sensory journeys.

🌟 Why IRL Brand Activations Matter in 2025

Attention is the new scarcity. While Gen Z and Millennials spend much of their lives online, digital channels are increasingly crowded and fleeting. In 2025, brands that want to truly connect with audiences are turning to IRL (in-real-life) brand activations to create experiences that resonate, linger, and are impossible to ignore.

According to Trinity Set & Stage, IRL activations are becoming a critical component of modern marketing strategy. By “staking out physical territory” in high-traffic lifestyle hubs — think Battersea Power Station, Shoreditch markets, or iconic retail districts across London — brands can create real human connections that no digital campaign can replicate. These experiences are anchored in the senses: the smell of freshly baked goods wafting from a display, the tactile feel of product samples, or the subtle melodies in the background that evoke emotion. Think of it as storytelling you can see, touch, hear, and even smell.

IRL activations do more than promote a product — they curate an environment where customers participate in the brand story. Launching a new product in a pop-up experience, an interactive store window, or a themed festival booth creates shared memories, reinforcing emotional engagement. It’s one thing to scroll past an ad online; it’s another to have a moment that stays with you long after leaving the activation.

These offline experiences also encourage organic social sharing. Attendees capture photos, record stories, and post them to Instagram, TikTok, or other social platforms, amplifying the campaign digitally while keeping the essence firmly rooted in real-life interaction. It’s a powerful combination of physical presence and digital reach.

For brands looking to stand out in 2025, IRL activations aren’t just optional — they are a strategic necessity. They build awareness, foster loyalty, and create moments that customers remember and talk about. Experiential marketing campaigns that appeal to the senses can increase engagement, conversion, and long-term brand recall far more effectively than static online content.

Sustainability is no longer optional — it’s the final, and perhaps most critical, pillar of modern luxury retail. The challenge? Doing it without compromising on premium feel or design. For brands and agencies alike, the goal is to make eco-consciousness as beautiful, functional, and memorable as the product itself.

Enter Lush, the UK-based ethical beauty pioneer. Its Christmas collection has been redefining sustainable luxury packaging for over a decade. The brand uses 100% recycled paper wraps, biodegradable inserts, and reusable tins for its festive range. Each product comes wrapped in vibrant Knot Wraps, reusable fabric furoshiki inspired by Japanese gift wrapping.

Lush’s approach has turned sustainability into brand theatre, proving that eco-consciousness can be playful, colourful, and premium. Their Bring It Back scheme even allows customers to return empty packaging for in-store credit, creating a circular model that reinforces loyalty and reduces waste. The weight of a tin, the feel of cotton, and the comfort of knowing indulgence leaves no environmental footprint make this approach tangible and memorable.

According to Deloitte’s 2024 Gen Z & Millennial Survey, 64% of Gen Z and 63% of Millennials are willing to pay more for sustainable products — a trend reshaping luxury retail packaging in the UK. Brands that embed sustainability are not only protecting the planet, but also gaining a competitive advantage in a conscious market.

For brands looking to implement luxury, eco-conscious packaging, leading UK agencies include:

Grays London — bespoke, premium, reusable packaging and modular displays that marry sustainability with elegance.

Pulp London — innovative sustainable packaging for beauty and lifestyle brands.

Studio Mar — luxury packaging using recyclable and responsibly sourced materials.

Makemake Studio — creative eco-packaging solutions that balance style and responsibility.

🎁 Extend Campaigns — Let the Story Travel Home

A brilliant in-store experience is just the beginning. The most successful holiday brands know that a story doesn’t end at the checkout — it travels from the store to social feeds, from unboxing to the living room. This is where Liberty London and Jo Malone London truly excel. Both have transformed gifting into a ritual of belonging, supported by luxury retail packaging that extends the brand story and makes every moment memorable.

Every December, Liberty London opens its famous “Liberty Christmas Shop” on the fourth floor of Oxford Street. The space is more than a store; it’s a seasonal spectacle. Luxury decorations, sparkling baubles, and carefully curated gifts turn shopping into an immersive holiday experience. What makes it even more special is the in-store monogramming service. Customers can personalise ribbons, gift tags, and even wrapping paper, adding emotional value to each purchase. This thoughtful approach ensures that each gift feels unique and encourages repeat visits and social sharing.

Meanwhile, Jo Malone London takes the gifting experience beyond the store walls. At their Regent Street flagship, the “Gift Studio” lets customers personalise candles or colognes through engraving and monogramming. This elevates the unboxing moment and makes each product feel bespoke. When gifting becomes personal, it also becomes shareable — customers capture, post, and spread the brand story online, extending the campaign far beyond physical stores.

The genius of these strategies lies in combining luxury packaging design with thoughtful service. Packaging isn’t just a container; it’s a storytelling tool, a tactile experience that conveys brand values, and a reason for customers to engage and share. By thinking beyond the product itself, Liberty and Jo Malone demonstrate how to turn campaigns into multi-channel experiences. From personalised wrapping to social media-ready unboxing moments, every detail encourages interaction, creates memories, and strengthens customer loyalty.

✨ Engage the Senses — Make the Store a Stage

If packaging is the first impression, then store design is the standing ovation. In today’s holiday retail, the most successful stores don’t just display products — they stage an experience. Every sense is choreographed, from sight and touch to sound and scent, reinforcing emotion and drawing customers in.

Take Selfridges London, for example. For over a century, their Christmas windows have been more than just displays — they are a spectacle. Every year, the festive window installations transform Oxford Street into a sensory stage, attracting crowds from around the world. On a typical day, 125,000 people pass by, and that number swells dramatically during the holiday season. A single box, ribbon, or paper crinkle in the window resonates with the interior décor, creating a dialogue with customers even before they step inside.

Inside the store, the immersive experience continues. Strategic placement of objects, lights, and holiday-themed décor makes the space feel like a living story. From the precise alignment of displays to subtle sensory cues — scented candles, soft music, and tactile materials — the environment invites shoppers not just to browse, but to linger, enjoy, and remember. It’s no wonder footfall during the festive season rises by up to 30% for Selfridges.

Brands looking to replicate this kind of retail magic often turn to premium experiential design agencies. In the UK, Grays London specialises in turning brand identity into immersive physical experiences, from bespoke signage and display units to premium event merchandise. Their work ensures that every store detail, whether it’s packaging, point-of-sale materials, or interactive props, speaks to the brand story.

Other agencies excelling in retail and store experience design include:

Think Tank Creative — London-based agency delivering luxury packaging and in-store experience design.

Page Creative — Specialises in beauty and lifestyle retail displays, with a focus on luxury aesthetics.

BrandOpus — Known for immersive brand environments and creative retail experiences across sectors.

🎁 Elevate Packaging — Turn a Box Into a Gift

We all know that first impressions matter — and in retail packaging, that couldn’t be more true. Before a customer even touches the product, it’s the box, the texture, the unwrapping moment, and the overall feel that communicate your brand’s quality. Especially during the festive season, packaging isn’t just a container — it becomes the gift itself, and the experience it creates can make or break a purchase decision.

Take Rituals and its iconic Ritual of Advent collection as an example. Every December, they release beautifully designed advent calendars with tiny drawers, layered architecture, and reusable keepsake boxes. Each drawer opened gives a mini sensory reward, turning the simple act of receiving a product into a full-on experience. The clever part? The packaging is designed to be kept long after the last candle or bath product is used. It’s not just about showing off the product — it’s about giving customers a reason to share, keep, and remember your brand.

Luxury retail packaging in the UK, when done well, blends design and utility seamlessly. Boxes become stage sets, ribbons turn into gestures, and materials — whether matte kraft, velvet, or embossed foil — communicate brand values without a single word. This approach works for more than just festive collections. Everyday items, like skincare, perfumes, or premium stationery, can benefit from packaging that feels like a gift. Well-designed boxes or tubes encourage customers to reuse, repurpose, or display them, extending your brand’s presence in their homes and creating organic word-of-mouth marketing.

Brands that invest in premium retail packaging aren’t just protecting their products — they’re telling a story. A thoughtful box can make even a small item feel valuable. It can also elevate the unboxing experience, driving social buzz, Instagram shares, and referral traffic. From luxury cosmetics to high-end wellness products, your packaging can become a key part of the product’s appeal.

Each year, the holiday season arrives with an avalanche of glittering campaigns. Social feeds overflow with red and gold, inboxes with offers and discount codes. However, amidst this digital noise, the brands that truly win are the ones that are most felt, not the most seen.

Digital marketing may drive awareness, but footfall, that human act of entering a store, touching a product, and choosing it, is born of sensory connection.

According to FashionUnited UK (2024), over half of consumers, including those in the UK, still prefer to shop in-store ahead of the holiday season, with “the ability to see, touch, and experience products” cited as a key reason for their choice.

So how do brands win that attention? Turn fleeting visits into lasting loyalty?

For brands, the business case is compelling. Refillables strengthen loyalty, because customers return for cartridges, or refills, or just the ritual,  strengthening the bond between the customer and the brand by dependency.

They justify higher price points because they are framed as luxury, not compromise. They reduce costs in the long run, by lowering material use and shipping weight. Lastly, they carve a distinct identity in a crowded market.

A consumer might forget a cream used once, but they remember the jar they have refilled five times. They remember the brand that made them feel both indulgent and responsible. That is how packaging moves from container to storyteller.

Designing refillable packaging is not simple. Costs rise at the beginning. Engineering mechanisms for cartridges or pods requires skill. Supply chains need to be restructured. Moreover, some consumers still worry that refills may be less convenient than new purchases.

Nonetheless, these challenges should not be considered as road blocks but opportunities for packaging designers in London and beauty packaging agencies in the UK to lead.

A well-designed refill is as smooth as a new purchase. A clear cost-saving, such as reduced price for refills, reassures customers. A visible environmental impact, expressed in numbers on the pack—“this refill saves 80% plastic”—turns doubt into pride.

The UK’s regulatory environment adds further incentive. With extended producer responsibility laws tightening, refillables will not only delight customers but also help brands stay compliant.

Have you ever seen a ballpoint pen with an etched name, carefully presented in a box? Not often. Ballpoints are handy, yes, but they’re meant to be used and tossed aside.

Now think of fountain pens. They are the ones engraved with initials, given as graduation gifts, or passed down from one generation to another. The difference lies not just in the look of the pen, but in the value we attach to it. A fountain pen is refillable, enduring, and deeply personal.

The same is true in skincare and cosmetics. With bespoke beauty packaging in the UK, refilling becomes part of the ritual. Sliding a new insert into a favourite case and noticing how it still looks beautiful on your dresser.