Earlier this month, we headed to London for the IFE International Food Expo, the UK’s largest food and beverage trade show—and a vibrant showcase of the country’s design prowess. Across two days and countless aisles, we encountered a feast of innovation: everything from low-sugar gummies and grain-free granolas to beautifully packaged kimchi, cricket protein burger patties, creative ice creams, gluten-and grain-free pasta, low-ABV gins, and elegant saffron teas.
Best of all, design stood out just as much as product innovation.
The Brits have a remarkable command of packaging—especially illustration, which appears across a wide range of categories with loads of personality, playfulness, and wit. There’s a warmth to UK branding, with typography and character that feels refined and joyful.
