# Packaging Innocence Playful product labels allow adult consumers to reconnect with their youth. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Feb 5, 2014, updated Feb 21, 2014 | Category: [Life-Stages](https://www.trendhunter.com/pro/category/life-stages) Source: Trend Hunter, https://www.trendhunter.com/protrends/packaging-innocence ## Key Figures - Trend score: 3.8/10 - Evidence articles: 5 ## What is the Packaging Innocence trend? **Packaging Innocence:** Adulthood often means leaving the carefree lifestyle of being a child, prompting consumers to look for ways to reconnect with their youth. Cartoon labels and animal illustrations allow consumers to feel young again, providing a creative way to revert back to simpler, easygoing times. Childhood packaging reflects a growing demand for products that strike a cord emotionally, creating a link between the product and consumer. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 22 to Sep 16, 2014 - Published: Feb 5, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Packaging Innocence trend ### Nostalgic Packaging Adult consumers are looking for ways to reconnect with their childhood, prompting brands to use playful design elements and cartoon illustrations on their packaging. Opportunity for brands to design packaging that taps into consumers’ sentimental emotions. ### Personalized Packaging Packaging that features handwritten fonts, doodles, and playful animal prints are becoming popular. Opportunity for brands to create personalized packaging that gives customers a sense of uniqueness and connection to the brand. ### Animal-Centric Branding Brands are using animal illustrations and character mascots as part of their branding, creating a unique and playful personality for their products. Opportunity for brands to stand out from competitors and appeal to a wide consumer base with their animal-centric branding. ## What the Packaging Innocence trend means for industry ### For Food and Beverage Brands in the food and beverage industries can use the trends of nostalgic and personalized packaging to create a unique product that emotionally connects with consumers. ### For Consumer Goods The animal-centric branding trend provides an opportunity for consumer goods companies to create playful product packaging that distinguishes them from competitors. ### For Design and Advertising The use of unique illustrations and playful design elements in packaging offers designers and advertisers new opportunities for creative expression and brand identity. ## Trend signals for Packaging Innocence Trend score 3.8 out of 10, from popularity 59%, activity 47%, freshness 8%. - Popularity: 59% - Activity: 47% - Freshness: 8% ## Examples of the Packaging Innocence trend 5 featured examples from Jan 22 to Sep 16, 2014. - [Monkey-Faced Marketing](https://www.trendhunter.com/trends/brrr-ice-cream-packaging): BRRR Ice Cream Packaging Does Not Express Itself in the Usual Sweet Fashion (Category: Lifestyle) Implication: Exploring adventurous branding opportunities for food and beverage products beyond traditional packaging. - [Cute Fruity Cans](https://www.trendhunter.com/trends/mio-carbonated-milkshake-packaging): MIO Carbonated Milkshake Packaging Vividly Divulges its Flavor (Category: Lifestyle) Implication: The food and beverage industry can take advantage of approachable packaging designs to attract a wider range of consumers and increase sales. - [Illustrated Coffee Cups](https://www.trendhunter.com/trends/illustrated-coffee-cups): Artist Miguel Cardona Draws on To-Go Cups for Charity (Category: Lifestyle) Implication: Cafes can showcase local artists and designers by featuring illustrated coffee cups as part of their beverage offerings. - [Paw-Printed Packages](https://www.trendhunter.com/trends/wolfys-porridge-pots): Wolfy's Porridge Pots Have a Playfully Animalistic Personality and Image (Category: Lifestyle) Implication: Brands can adopt personalized and minimalistic design to differentiate their products in a crowded market. - [Personified Citrus Packaging](https://www.trendhunter.com/trends/felice-limone-packaging): Felice Limone Branding Infuses Fruits with Symbols of Happiness (Category: Lifestyle) Implication: Handmade and emotionally-driven packaging design can set brands apart in the competitive beverage industry. ## Recent trend clusters - [Constructible Franchises](https://www.trendhunter.com/protrends/constructible-franchises) (Life-Stages) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Life-Stages - [Retro Graphic Tees](https://www.trendhunter.com/trends/nostalgic-graphic-tees) - [Screen-Free Kids Phones](https://www.trendhunter.com/trends/screen-free-kids-phones) - [Edible Oil-Based Lubes](https://www.trendhunter.com/trends/coco-lube) - [Women's Health-Focused Probiotic Supplements](https://www.trendhunter.com/trends/womens-health-probiotic-capsules) All articles: [Life-Stages](https://www.trendhunter.com/life-stages)