Luxury Packaging in 2025: 4 costly mistakes that hurt your brand (and how to fix them)
february 2025Luxury brands are facing a new reality: beautiful packaging alone is no longer enough.
Today’s consumers expect elevated experiences that are also responsible—and they’re paying attention to the details. The brands that get this right stand out effortlessly. The ones that don’t? They risk losing relevance, credibility, and customer loyalty.
Did you know? Today’s consumers expect elevated experiences that are also responsible—and they’re paying attention to the details. In fact, 60% of luxury shoppers prefer brands that prioritize sustainability, and 75% of Gen Z consumers are willing to pay more for eco-conscious packaging.
A curated collection of sustainable luxury packaging designs by Giada Tamborrino Studio, featuring premium beauty and wellness brands.
Luxury brands today have two jobs:
✔ Create beautiful, elevated packaging.
✔ Ensure it’s sustainable, innovative, and functional.
The challenge? Many brands unknowingly fall into common pitfalls: overcomplicated materials, vague sustainability claims, or designs that prioritize looks over function. These mistakes can cost you customers and damage your brand’s credibility.
At Giada Tamborrino Studio, I help brands craft luxury, sustainable packaging that’s both functional and stunning. Here’s how to ensure your packaging meets 2025’s luxury and eco-conscious standards—without compromise.
A close-up view of MISEICO’s paper box, highlighting its gorgeous embossing and premium uncoated finish that eliminates excess layers without compromising elegance.
Mistake 1 → Overcomplicating materials — Why mixing materials can hurt your sustainability goals
Many brands unknowingly create packaging that’s difficult—if not impossible—to recycle. A mix of paper, plastic, and metal might look sophisticated, but it complicates the disposal process, meaning your beautifully crafted packaging could end up in a landfill rather than being repurposed.
The key is to think about the full lifecycle of your packaging. If it includes different materials, are they easy to separate? Does your consumer know how to dispose of them? Are your materials aligned with standard recycling systems in the regions where you sell?
The Solution:
Choose mono-material packaging or ensure that mixed materials are easily separable, with clear disposal instructions.
Refillable glass packaging for RUA Nordic Beauty, featuring aluminum caps for refills. | View the full project here
Refillable glass packaging for RUA Nordic Beauty, featuring aluminum caps for refills. | View the full project here
How I do it:
In my work, I always prioritize mono-material solutions whenever possible. For example, in my project with RUA Nordic Beauty, we designed a refillable glass system with an aluminum cap that seamlessly integrates function, durability, and sustainability. By reusing the pipette—typically the most challenging component to recycle—we significantly reduce plastic waste.
The result? Packaging that’s not only visually stunning but also enhances the user experience while minimizing environmental impact.
Refillable glass packaging for RUA Nordic Beauty, featuring aluminum caps for refills. | View the full project here
💡 Solution I implemented:
✔ Printed directly on bottles instead of using paper labels, simplifying the recycling process for glass
✔ Used aluminium caps for refillable glass bottles, eliminating unnecessary plastic components.
✔ Designed a compact, minimal structure to reduce excess weight and material waste.
📌 Does your packaging have multiple materials? If so, let’s explore a seamless alternative.
Mistake 2 → Greenwashing — Why vague claims can cost you customers
Luxury brands often say they’re eco-conscious but fail to back it up with specifics. Claims like “sustainable packaging” mean nothing if they’re not transparent and clear.
Sustainability claims can be a double-edged sword. Many brands, in an effort to appear eco-friendly, use vague terms like "sustainable," "green," or "biodegradable" without backing them up with facts. But today’s consumers are savvier than ever—and they can spot greenwashing from a mile away.
Regulations on greenwashing are tightening, and misleading sustainability claims can lead to losing consumer trust or even legal issues. But the truth is, sustainability doesn’t have to be perfect—it just needs to be authentic and well-communicated.
The Solution:
Be authentic, transparent and specific. Instead of saying, "Our packaging is eco-friendly," explain exactly how: "Made with 100% post-consumer recycled paper and non-toxic, vegetable-based inks."
Innovative, biodegradable glueless packaging design for LIV Botanics skincare products.
Sustainable luxury packaging for LIV Botanics, made with FSC-certified elephant grass paper and non-toxic inks.
How I do it:
Transparency is at the core of my process. I work with brands not only to make responsible material choices but also to craft a clear and compelling sustainability narrative. For LIV Botanics, we ensured that every aspect of their packaging reflected their eco-conscious values—from FSC-certified paper made with locally grown grass fibers and non-toxic printing techniques to clearly displayed brand certifications and recycling instructions. The brand doesn’t just claim to be sustainable—it proves it.
A close-up of LIV Botanics' packaging, featuring natural textures from FSC-certified elephant grass pape, and clear recycling instructions. | View the full project here
💡 Solution I Implemented:
✔ Used elephant grass fibers sourced near production, minimizing carbon impact.
✔ Designed a glueless structure—completely biodegradable.
✔ Educated customers on materials via printed messaging on the box.
📌 Are your sustainability claims clear? If not, I can help you refine them.
Mistake 3 → Prioritizing aesthetics over functionality — When luxury fails the customer experience
Many luxury brands focus so much on making packaging look beautiful that they forget about usability. If it’s fragile, wasteful, or frustrating to open—it’s not luxury.
A beautiful box is meaningless if it doesn’t serve its purpose. Some brands focus so much on aesthetics that they forget the core function of packaging: to protect the product and enhance the customer experience.
Think of a luxury perfume bottle with stunning glasswork—but it arrives in a box so flimsy that it dents during shipping. Or skincare packaging that’s impossible to open without breaking a nail. If packaging frustrates customers rather than delights them, it fails—no matter how beautiful it looks.
The Solution:
Test usability before finalizing your packaging. Consider easy-open mechanisms, protective structural designs, and durability during transport.
A close-up of ELELU Beauty’s sleek and functional primary packaging, designed with an intuitive easy-opening structure. The packaging integrates braille for accessibility, ensuring an inclusive experience without compromising on luxury aesthetics. | View the full project here
ELELU Beauty’s reversible shipping box—crafted from FSC-certified Arena Fedrigoni paper—features an intuitive easy-opening structure, found poetry for a thoughtful unboxing experience. | View the full project here
How I do it:
My approach always blends aesthetic excellence with practicality. For example, in my work with Italian brand Elelù Beauty, we designed a versatile and protective shipping box that ensures the product arrives safely while maintaining an elevated unboxing experience.
Each detail was intentional. To prevent movement during transport, we tailored the packaging to the order itself: a custom insert secures single products, while branded tissue paper wraps multiple items, offering protection without unnecessary bulk. The box itself is reversible, revealing a second life as an elegant keepsake. Once flipped inside out, it transforms, unveiling found poems printed on FSC-certified Arena Fedrigoni paper, made in partnership with Controversa, reinforcing Elelu’s deep connection to nature and storytelling.
Custom box insert ensuring secure shipping for ELELU Beauty products while maintaining a luxury feel. | View the full project here
💡 Solution I Implemented:
✔ Designed a reversible, reusable box for extended functionality.
✔ Used custom paper inserts or tissue paper for secure, protective shipping.
✔ Chose FSC-certified paper and eco-conscious printing for a responsible yet premium finish.
📌 Does your packaging prioritize both design and function? If not, let’s refine it together.
Mistake 4 → Ignoring the unboxing experience — The missed opportunity in luxury branding
Luxury is all about storytelling. But many brands neglect one of the most critical touchpoints with their customers—the unboxing moment.
If a customer receives an order in a plain, uninspiring box, it’s a lost opportunity to create an emotional connection. Worse, if the packaging feels cheap or wasteful, it can actually decrease perceived brand value. Luxury brands don’t just sell products—they sell an experience, and packaging plays a huge role in that.
The Solution:
Think beyond the box. Small details—like subtle branding, custom tissue paper, or a thoughtful message—can transform the unboxing moment into an extension of your brand story.
The bamboo box, designed for longevity, features a smooth sliding lid and an engraved logo, creating an intimate unboxing moment. Its natural grain and warm tones enhance the brand’s connection to nature. | View full project here
A beautifully crafted bamboo box encases the ceremonial cacao bar, wrapped in a textured paper sleeve with delicate copper foil accents. The design reflects the sacred ritual of cacao, blending natural materials with refined elegance. | View full project here
How I do it:
Luxury is about storytelling, and packaging is the first chapter. A beautifully designed unboxing experience should not only reflect the brand's identity but also create an emotional connection with the customer.
For When Nature Calls, we designed an unboxing ritual that feels as sacred as the ceremonial cacao itself. Instead of just another package, the experience mirrors the ceremonial nature of the product. The cacao bars are housed in a bespoke bamboo box—smooth to the touch, designed for longevity, and meant to be refilled or repurposed. The sleeve, crafted from textured, FSC-certified paper with shimmering copper foil, adds a refined yet organic elegance, enhancing the ritual.
To deepen engagement, we introduced an unexpected layer—a translucent info card. This subtle, see-through detail creates intrigue, revealing glimpses of the product beneath while also guiding customers through their cacao ceremony. An interactive QR code printed on the card takes customers even further into the experience, leading them to tutorials and deeper insights on how to prepare their cacao, ensuring the ritual is both meaningful and educational.
A translucent info card, softly overlaying the cacao packaging, includes a discreetly printed QR code. This interactive element connects customers to digital guides on cacao rituals, enhancing the experience beyond the product itself. | View full project here
💡 Solution I Implemented:
✔ Designed a refillable bamboo box that transforms into a keepsake, extending its lifecycle.
✔ Used FSC-certified textured paper and copper foil for an elevated yet organic aesthetic.
✔ Introduced a translucent info card with a QR code, offering interactive guidance on cacao rituals.
✔ Ensured a waste-free refill option, using paper made with finely ground cocoa bean husks to connect packaging with product.
📌 Does your packaging create a luxury unboxing experience? If not, I can help elevate it.
Is your packaging future-ready? (Quick self-check)
If reading this felt overwhelming, you’re not alone. The good news? You don’t have to figure it out alone.
I created The Eco-Luxury Compass—a guide designed for visionary brands like yours, showing you exactly how to refine your packaging with intention and strategy.
Let’s take this step by step. If you’re unsure whether your packaging aligns with today’s eco-luxury standards, ask yourself:
→ Are my materials fully recyclable or reusable?
→ Do my sustainability claims have clear proof?
→ Does my packaging enhance the customer experience?
→ Is my design functional as well as beautiful?
→ Have I considered long-term innovation & circularity?
If you answered “no” to any of these—this guide will help you refine every element with confidence.
Download the Eco-Luxury Guide
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Final thoughts: Elevating luxury through sustainability
The best luxury brands know that true sophistication lies in simplicity, intention, and innovation.
Want to future-proof your luxury packaging?
Download The Eco-Luxury Compass—your expert guide to creating packaging that is sustainable, functional, and aligned with premium branding.
And if you’re ready for hands-on, expert guidance, let’s talk about how we can create packaging that’s luxurious, functional, and sustainable—together.
Still have questions? Let’s break it down.
Luxury packaging is evolving, and it’s natural to feel unsure about where to start. Whether you’re wondering how to balance aesthetics with sustainability, avoid greenwashing, or make impactful changes without a full redesign, I’ve got you covered.
Below are the most common questions I hear from brands like yours, along with practical, expert-backed answers.
📌 And if you’re looking for tailored advice, you can download The Eco-Luxury Compass or book a consultation to refine your packaging strategy together.
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Luxury brands thrive on exclusivity, quality, and innovation—but modern consumers also expect sustainability and transparency. Sustainable packaging isn’t just about reducing environmental impact; it enhances brand loyalty, customer experience, and long-term credibility in a rapidly evolving market.
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The most common pitfalls include:
❌ Overcomplicating materials – Making packaging hard to recycle.
❌ Greenwashing – Using vague sustainability claims without proof.
❌ Prioritizing aesthetics over function – Beautiful but impractical designs.
❌ Ignoring the unboxing experience – Missing out on a key brand touchpoint. -
Sustainable luxury packaging is about smart material choices, circular design, and an elevated customer experience. Examples include:
✔ Mono-material designs (fully recyclable and premium).
✔ Compostable, bio-based, or FSC-certified materials.
✔ Tactile printing effects like debossing instead of plastic coatings.
✔ Elegant, reusable designs that create long-term value for customers. -
No! Luxury and sustainability can coexist without sacrificing aesthetics. At Giada Tamborrino Studio, I integrate premium textures, high-end finishes, and thoughtful structures to ensure sustainability doesn’t compromise luxury. Think: embossed branding, sculptural forms, and smart refill systems that enhance desirability.
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To avoid misleading claims, focus on transparency and credibility:
✔ Be specific (e.g., “100% post-consumer recycled materials” instead of “eco-friendly”).
✔ Use third-party certifications (FSC, Cradle to Cradle, Climate Neutral).
✔ Educate customers about your materials and disposal options.
✔ Showcase real sustainability efforts instead of just trends. -
If a complete overhaul isn’t feasible, start with small impactful changes:
✅ Switch to mono-materials for easier recycling.
✅ Remove plastic coatings & laminates in favor of water-based finishes.
✅ Enhance the unboxing experience with custom tissue paper or hidden brand storytelling.
✅ Use QR codes to communicate sustainability without extra print. -
📌 Download The Eco-Luxury Compass—my free expert guide to help you refine your packaging strategy with ease.
📌 Or book a consultation to get tailored advice on elevating your packaging sustainably and strategically.
Beautifully simple MISEICO boxes, made from FSC-certified uncoated materials and embellished with embossing, reinforcing the brand’s commitment to sustainability. A QR code is added as an interactive element to connect customers to video tutorials on skincare rituals, enhancing the experience beyond the product itself. | View full project here
Final Tip: Want packaging that reflects your brand’s values while elevating the customer experience?
Luxury packaging is about more than looks—it’s about storytelling, strategy, and sustainability.
Giada Tamborrino, founder of GT Studio. Her work has been recognized for its innovative use of sustainable materials, refined aesthetics, and strategic brand storytelling.
“When I started my journey in sustainable luxury packaging, I knew brands deserved more than generic solutions. Every project I work on is about balance—elevated aesthetics, function, and deep sustainability. “
If you want packaging that reflects your values and delights your customers, let's create something remarkable together.
Giada Tamborrino
Lead Creative & Packaging Designer @ gtstudio
Sources:
”60% of luxury shoppers prefer brands that prioritize sustainability, and 75% of Gen Z consumers are willing to pay more for eco-conscious packaging” - McKinsey
McKinsey & Company is a global management consulting firm that provides advisory services to businesses, governments, and institutions. They are known for conducting in-depth research, industry reports, and strategic insights that influence decision-making across various industries, including luxury, sustainability, and consumer trends. The McKinsey reports are often cited for their data-driven approach, and luxury brands frequently refer to their insights on market shifts, consumer behavior, and emerging trends—like the growing demand for sustainability in premium goods.
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