A history of packaging: Evolution and Creativity

PACKAGING (noun): The study of packaging and conditioning techniques from a marketing perspective. This definition, derived from the Larousse dictionary, highlights packaging’s dual role: as a container and as a messenger. However, the packaging we know today has undergone a long evolution, shaped by materials, symbols, brands, and formats.

A history of materials

Since prehistoric times, humans have sought solutions for wrapping, transporting, and protecting goods. From leaves to tanned hides, early forms of packaging served purely practical purposes. In antiquity, amphorae marked with family symbols or product motifs (wheat, oil, wine) introduced the concept of branding.

Over the centuries, new materials enriched packaging: bronze flasks during the Iron Age, faience and porcelain for apothecaries, and glass for its aesthetic qualities. Wood remained a staple material, prized for its versatility and ease of customization.

In the 13th century, tinplate emerged as a key material until the rise of plastics.

Symbolism in packaging

Beyond containment, packaging quickly gained an informative role: identifying a product’s origin, maker, or quality. In antiquity, markings on clay amphorae reflect early visual communication.

The Middle Ages introduced seals as marks of quality, while the 19th century saw an explosion of creativity with the rise of mass consumption. Innovative designs emerged to captivate an evolving audience, particularly in department stores like Le Bon Marché.

Branding comes to life

Modern branding truly took shape in the 19th century. Companies adopted names, logos, and clear positioning to stand out. With the rise of self-service, brands had to sell themselves without the help of a salesperson.

Raymond Loewy, the father of industrial design, revolutionized packaging by merging creativity with functionality. His iconic works include the LU logo, the Coca-Cola bottle, and the SHELL logo, all of which remain timeless.

A story of formats

The boom of supermarkets during the post-war economic boom (“Les Trente Glorieuses”) pushed brands to innovate further. Consumption habits evolved: packaging became more practical, individual, and suited to fast-paced lifestyles.

Materials like PET and aluminum expanded design possibilities, giving brand designers unprecedented flexibility to meet consumer needs while reinforcing brand identity.

P.S.: Find more articles on branding and packaging design on the Packtory® blog