As companies venture into new territories with their packaging design—balancing sustainability, brand exposure, and influencer appeal—there is a constant tension between honouring classic aesthetics and the need to stay on trend, grow, and evolve. Some brands, however, have truly mastered this balancing act, crafting festive, luxurious, and memorable packaging that transforms every purchase into a keepsake. If you love the seasonal magic of stores like Selfridges, here are seven brands this holiday season that shine brightly in the packaging department—and why they’re so good at it
Selfridges
Selfridges is a master of turning Christmas into a design spectacle, and their packaging plays a huge role in that experience. Every year, the brand introduces fresh, creative seasonal themes that blend modern graphics with bold colours, metallic touches, and playful details. Their Christmas bags and boxes feel fun, stylish, and full of personality—always tied visually to the iconic Selfridges yellow but often reimagined with winter illustrations or limited-edition motifs. What makes Selfridges stand out is their ability to make festive packaging feel fashion-forward. It’s not just seasonal—it’s editorial. Whether you're buying a beauty set or a gourmet treat, the packaging feels like something you want to keep on display long after Christmas ends.
At the same time they work with their suppliers to use certified sustainable materials that are reusable, recyclable, or compostable. And who doesn't want to reuse the classic yellow retail bag! it's iconic. Selfridges have even redesigned its iconic gift box to remove the magnetic closure to make recycling easier, and is also phasing out the heavier canvas bags for more sustainable cotton options.
Harrods
Few brands capture the glamour of Christmas quite like Harrods. Each year, the iconic store unveils packaging that feels lavish, heritage-rich, and unmistakably festive. Their Christmas hampers and gift boxes are wrapped in deep greens, rich reds, and shimmering gold accents—elements that evoke a sense of timeless luxury.
Harrods also excels at brand cohesion: their ribbons, bags, tins, and boxes all reflect the same prestigious aesthetic, making any purchase feel like a treasured, collectable gift. It’s packaging that doesn’t just hold a product; it tells a story of tradition and indulgence. They don't change it; they bring younger generations to it. More recently, Harrods has been taking steps to reduce plastic, switch to recyclable materials, and encourage in-store recycling.
Liberty London
Liberty London is beloved for its signature archival prints, and these designs take on a magical winter twist every holiday season. Their Christmas packaging features beautifully detailed patterns, from celestial motifs to rich seasonal florals, all inspired by the brand’s iconic textile heritage. The result is packaging that feels artistic, expressive, and full of character. Even the simplest gift feels elevated when wrapped in Liberty’s bold, imaginative designs. Their unique colour palettes and handcrafted feel make each item stand out—perfect for anyone who appreciates a more creative and less conventional take on festive aesthetics.
L’Occitane en Provence
L’Occitane brings joy to holiday packaging through vibrant colours, playful illustrations, and high-quality box designs that make every gift instantly ready for giving. The brand is known for teaming up with artists and illustrators to create exclusive Christmas editions, adding a fresh burst of creativity each year. Their packaging often features whimsical scenes, bold patterns, and joyful motifs that capture the magic of the season. It’s cheerful without being childish, sophisticated without being too serious. With its sturdy box structures and premium materials, L’Occitane’s packaging offers a tactile, luxurious feel that enhances the gift experience from the moment it’s picked up.
And while keeping their festival charm, L’Occitane en Provence has made significant strides by redesigning its holiday gift boxes to cut over 30 tonnes of cardboard packaging through lighter, micro-corrugated structures and optimised formats, and uses recycled, recyclable, and cellulose-based materials for ribbons and wrapping paper.
Jo Malone London
Jo Malone’s Christmas packaging embodies understated British elegance. While their signature cream-and-black aesthetic remains, the festive season introduces limited-edition touches such as metallic foils, embossed details, and exclusive seasonal colour ways. Their minimalist designs feel refined yet celebratory, making them instantly recognisable as timeless luxury. Every ribbon is perfectly tied, every box feels weighty and well-crafted, and every detail—from texture to typography—is thoughtfully considered. Jo Malone has mastered the art of making simple look extraordinary, and their holiday packaging is no exception.
Williams Sonoma
For those who love the warmth of nostalgic Christmas traditions, Williams Sonoma delivers every year. Their packaging is infused with classic holiday charm, featuring vintage-style illustrations, traditional red-and-white palettes, and beautifully crafted tins and boxes. Best known for their iconic seasonal treats—like peppermint bark, hot chocolate, and festive cookies—the brand wraps each one in designs that feel both homely and premium. The packaging evokes memories of cosy kitchens, handwritten recipe cards, and old-fashioned holiday cheer, making their gifts as delightful to unwrap as they are to enjoy.
Fortnum & Mason
Now over 300 years old, Fortnum & Mason are one of the most icon brands in Mayfair (amongst other locations), known for their class and style, items emblazoned with the F&M logo. Fortnum & Mason is practically synonymous with Christmas, and their packaging is a huge part of what makes the brand so enchanting during the festive season. Their signature Eau de Nil blue forms the foundation, but the holidays bring added layers of opulence: ornate illustrations, gilded details, heritage patterns, and classic typography that evoke centuries of British tradition.
It was interesting reading a recent piece about their work and their efforts in discovering new innovations in design. As London Packaging Week discuss concerning trying new packaging, "... often it is either super expensive, untested, impractical, too large in volume, or simply does not fit our market. Navigating that requires finding a way through without jumping to solutions that are not really there." And yet, after all these decades, they continue to resist the temptation to change it up, and retain their stamp of classic craft, iconic products and exquisite designs.
So as you consider your brand, your message, and your packaging, its worth considering just what you might do, should you find your company lasts over 300 years too. And if you'd like a helping hand in discovering how to evolve with thoughtful, carefully crafted and sustainable packaging, let's talk further.
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