CONTEMPORARY BAKERY PACKAGING DESIGN: INTEGRATING STYLE, FUNCTIONALITY, AND SUSTAINABILITY

Abstract

Purpose. This study examines the application of modern design principles in bakery packaging, focusing on trends aligned with consumer expectations, sustainability, and cultural influences.Methodology. The research integrates qualitative and quantitative approaches, employing literature reviews and case studies to analyze global bakery packaging designs. Comparative analysis and systematic generalization were used to identify trends and practical applications. Graphic design digital tools like Photoshop, Adobe Illustrator, and CINEMA 4D were utilized for conceptualizing and visualizing packaging prototypes.Results. Key trends in bakery packaging design include sustainability, reusability, health-focused packaging, technological integration, using cultural heritage. Case analyses of bakery and restaurant brands such as KKBread, Wanluo Peony Crispy, and Neko Neko Shokupan highlight these trends. The findings emphasize visually appealing, functional designs that cater to diverse consumer groups.Innovations such as mascots, typography, and multifunctional packaging strengthen brand identities. Scientific novelty. For the first time, this study systematically analyzes the integration of modern aesthetics, cultural heritage, and consumer psychology in bakery packaging design. Improved methods for evaluating visual elements like color, typography, and cultural motifs were proposed, focusing on their role in building emotional connections and brand identity. Multifunctional and sustainable packaging concepts received further development.Practical relevance. The corporate identity of Jin Bai Li Cake was developed, including logo, mascot, patterns, and packaging for three types: simple, sustainable, and takeaway for the restaurant. The findings offer actionable insights for designers and marketers, providing strategies to improve packaging effectiveness.