LUXE PACK 2024 – the premier trade show for creative packaging – took place earlier this month in New York City, and members of the Invok team were in attendance to walk the floor, meet with exhibitors and take in the various keynotes and panel discussions.  

With over 200 exhibitors, 5,000 attendees and 18 education sessions and workshops, there was no shortage of inspiring creative and thought-provoking insights that were shared during the two-day trade show. Below, we have highlighted some of the main themes and takeaways from the event. 

AI and the Future of Creativity 

One of the buzziest subjects these days is artificial intelligence and how AI can move past the hype to become a useful tool for creatives. During one session, Beyond the Hype: The Truth About Creative AI, it was noted that AI is an amazing tool for efficiency, but there is still a strong need for transparency and understanding when it comes to what AI should and should not be used for.  

As is our practice at Invok –  it was highlighted during the panel discussion that AI should be used as inspiration and idea generation, but not the output of final creative. Whether it is using ChatGPT for tweaking copy or MidJourney for mood boards and visual stimuli, we have found that AI is a beneficial jumping off point, but should not replace the creativity and expertise that is required for a successful design project. As one panellist put it, “there aren’t any shortcuts [to creativity]; trust the process and value every stage along the way.” 

Elevated Experiences in Packaging 

With consumers becoming more conscious of their spending along with the ever-increasing competition between disruptive start-ups and established household names, it is no surprise that shoppers are more selective than ever when it comes to the brands they support and products they purchase. As such, another topic of conversation throughout LUXE PACK was how brands can elevate their packaging design to be more experiential, inclusive, sensory, and unconventional to ultimately attract and retain their target audience. 

From easy-grip packaging structures that help with accessibility, to color gradient stickers that inform consumers on the ripeness of a fruit or vegetable, there were a host of inspiring packaging examples showcased during Dewi Pinatih’s Key Packaging Trends for 2025/26 session. One area of interest for our team was the idea of borrowing packaging cues from other categories to help create unexpected formats, such as hair care products bottled like cleaning supplies. As an agency that works across a variety of industries, we always try and leverage our learnings and best practices from other categories to ensure that our clients can find a white space to thrive in. 

Educating Consumers on Sustainability 

Something that we have addressed a lot in our Sustainability Watch series has been the need for governments, corporations, and consumers to all work together in order to improve the numerous environmental issues that our planet faces – especially when it comes to packaging.  

We know that consumers want to be more sustainable when it comes to their own personal consumption, but it was highlighted throughout LUXE PACK that consumers also need some help when it comes to better understanding the sustainability of the products they purchase and how to properly dispose of various eco-friendly materials. Through clear communication on pack, connected technology that educates consumers on proper disposal, as well as ideas for giving the packaging a “second life,” brands not only give consumers the tools to make a difference, but also foster a sense of pride for supporting brands that are committed to safeguarding the future of our planet.

Want to learn more about the trends and consumer behaviors that will impact the future of your brand? Check out our 2024 Currents in Consumer Behavior Report to learn more!