In an increasingly complex world, contradictory trends and parallel truths coexist without any problems. This perceived impression is also reflected in design trends, as evidenced by the Peter Schmidt Group's latest paper, “Beyond Aesthetic: How to win in 2026.” The experts at the brand and design agency took a closer look at packaging designs in the fashion and beauty industry and concluded that both minimalism and maximalism will shape the coming year. Opposites that could not be stronger. 

 

Minimalism: “No noise, just meaning” describes the reduction to the essentials. Consumers want to immerse themselves in a world of self-care, where luxury is expressed in forms of understatement, timelessness, effortlessness, and a focus on quality rather than quantity.

 

Maximalism: “Joy as resistance” describes fun, futuristic forms, new creations, genuine connections, and authenticity. It allows consumers to escape to new worlds, free from everyday stress.

 

The coexistence of two opposing trends requires brands to have a clear strategic line. Here, the trend paper offers valuable assistance to brand managers and designers and identifies ten key takeaways. Market observations and experience from many years of collaboration with leading brands such as Labello, Weleda, and Schwarzkopf have also been incorporated into the analysis.” 

 

Trends provide important impetus – but they must fit the brand

 

So how can brands maintain authenticity and clarity in a divided trend landscape? Yara Soliman, Design Director at the Peter Schmidt Group and jury member for the Red Dot Award Communication Design, explains: "Contrasting trends create tension – and that's exactly where the potential lies. Those who use them with courage and creativity remain authentic and prevail." 

 

Of course, trends must be consistent with the values of the respective brand. Lukas Cottrell, CEO of Peter Schmidt Group, explains: "Strong brands are created through resonance. They understand the cultures and subcultures in which they live and create meaning that touches people emotionally and symbolically. Only then can a brand become a true icon." 

 

Trends and best practices available for download

 

The trend paper “Beyond Aesthetic: How to win in 2026” identifies two macro trends, ten micro trends, and develops ten key insights that help brands adapt while preserving their identity. You can download it for free here.