South Africa, April 8 -- Previously, speaking to an audience was simpler. Now, your approach to packaging needs to speak to five generations at once. It needs to resonate with people who know what "skibidi" means and those who remember filling a petrol tank for R20.

Here's how packaging has changed over the last 25 years

In the 90s, Gen X dominated, and packaging was straightforward, focusing on reliability and trust. Brands like Coca-Cola and Oros used simple, recognisable designs.

Plastic ruled packaging and the environment wasn't yet a concern as the focus was on protecting the product and ensuring shelf appeal.

As millennials began to shape the market, packaging became more expressive. Typography, bold colours, and a focus on bran...