# Double Duty Packaging Brands add creative features into their packaging for functional value. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Nov 26, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/inclusive-packaging ## Key Figures - Trend score: 5.9/10 - Evidence articles: 10 ## What is the Double Duty Packaging trend? **Double Duty Packaging:** Taking environmental awareness into account, brands are turning to multi-functional packing designs to limit waste. Offering hidden features and customized shapes that allow consumers to fulfill different tasks, this approach is not only eco-efficient, but also serves to delight consumers through unexpected design. ## At a Glance - Evidence: 10 featured examples - Articles from: Mar 30, 2015 to Jul 6, 2017 - Published: Nov 26, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Double Duty Packaging trend ### Multi-functional Packaging Brands are turning to multi-functional packing designs to limit waste, and are adding hidden features and customized shapes that allow consumers to fulfill different tasks. ### Sustainable Packaging Innovative brands are using materials that are recyclable and biodegradable, and are minimizing the amount of packaging they use to achieve sustainability. ### Interactive Packaging Packaging that encourages consumer interaction through augmented reality, lighting up, or offering deals is becoming more prevalent and engaging. ## What the Double Duty Packaging trend means for industry ### For Food and Beverage Industry Innovative packaging designs for food and beverages are providing convenience for on-the-go consumption and creative ways to minimize food waste. ### For Beauty and Cosmetics Industry Multi-functional packaging designs in the beauty and cosmetics industry are an engaging and space-saving solution for consumers, and sustainable packaging is becoming more prevalent. ### For Home and Cleaning Industry Water-activated cleaning products, as well as multi-functional, sustainable packaging, are reducing waste and providing environmentally-friendly cleaning solutions for consumers. ## Workshop question How would you create a brand image that provides consumers with an unexpected view of your brand? ## Trend signals for Double Duty Packaging Trend score 5.9 out of 10, from popularity 83%, activity 86%, freshness 8%. - Popularity: 83% - Activity: 86% - Freshness: 8% ## Examples of the Double Duty Packaging trend 10 featured examples from Mar 30, 2015 to Jul 6, 2017. - [Portable Food Pouches](https://www.trendhunter.com/trends/onthego-pouches): Excelsior Created a Line of On-The-Go Pouches for Portable Meals (Category: Art & Design) Implication: The food packaging industry can explore innovative designs to create more functional and convenient packaging for on-the-go meals. - [Dual-Role Labels](https://www.trendhunter.com/trends/oil-spout): The Sticker on this Olive Oil Bottle Peels Off to Become a Clever Oil Spout (Category: Marketing) Implication: The food and beverage industry can benefit from incorporating similar packaging innovations to comply with regulations and improve customer convenience. - [Utensil-Packaged Flower Seeds](https://www.trendhunter.com/trends/flower-seeds): This Unique Package Design Uses a Spoon-Like Container to Hold Seeds (Category: Eco) Implication: Introducing innovative, easy-to-use gardening kits that cater to the needs of both experienced and novice home gardeners. - [Multifunctional Wine Boxes](https://www.trendhunter.com/trends/box-wine): The Viajes de un Catador Box Wine Packaging is for Storage and Serving (Category: Eco) Implication: The Viajes de un Catador wine box packaging presents opportunities for disruptive innovation in the wine and spirits industry through more consumer-friendly and sustainable packag… - [Multifaceted Fast Food Packaging](https://www.trendhunter.com/trends/to-go-packaging): Surf'n'Fries to Go Packaging is Floral and Multifunctional (Category: Marketing) Implication: Fast food companies have an opportunity to innovate in the packaging space by creating multifunctional, sustainable, and branded packaging that appeals to consumers. - [Interactive Mint Packaging](https://www.trendhunter.com/trends/lumijoy): The Lumijoy Packaging is Fun and Interactive for the Consumer (Category: Art & Design) Implication: Innovative packaging concepts, such as Lumijoy, are disrupting and enhancing the Consumer Packaged Goods industry by creating a competitive advantage through unconventional packag… - [Water-Activated Cleaners](https://www.trendhunter.com/trends/splosh): Splosh Lets Consumers Take on the Task of Diluting its Product with Water (Category: Eco) Implication: The cleaning product industry can explore the use of water-activated cleaners and dissolvable sachets to create more sustainable and convenient products. - [Two-In-One Cosmetic Tubes](https://www.trendhunter.com/trends/makeup-container): This Momo Dodo Makeup Container Includes Cream, Concealer and a Mirror (Category: Fashion) Implication: Opportunity to innovate in packaging design and product development, creating more practical and convenient beauty products. - [Augmented Sausage Packaging](https://www.trendhunter.com/trends/interactive-package): Bemis' Transforms Branding with Interactive Package Systems (Category: Marketing) Implication: Exploring opportunities to revolutionize packaging in the food industry by integrating AR technology and cloud-based systems for interactive and dynamic packaging experiences. - [Planet-Supporting Ice Creams](https://www.trendhunter.com/trends/three-twins): These New Three Twins Ice Cream Treats Give Back to the Planet (Category: Lifestyle) Implication: The food and beverage industry is able to innovate in value-added, natural, and eco-conscious products, responding to evolving consumer preferences and values. ## Recent trend clusters - [Expressive Timekeeping](https://www.trendhunter.com/protrends/expressive-timekeeping) (Fashion) - [Narrative TIMEKEEPers](https://www.trendhunter.com/protrends/narrative-timekeepers) (Fashion) - [Protein Personalization](https://www.trendhunter.com/protrends/protein-personalization) (Lifestyle) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)