In February, brands leaned into personality. They blended nostalgia, of course, with futurism, craft with culture, and concept with commentary.

We saw packaging become more of a storytelling tool, even more than we’ve seen in the past. From playful retro revivals and imaginative collaborations to sustainability rethinks and design concepts, February proved that the industry is working to actively shape trends instead of just following them. 

More than anything, this month highlighted a growing openness. Openness to experimentation. Especially as Truff rebrands to a more retail-forward design, and Kim Kardashian’s very Skim ’s-inspired beverage.