Packaging is going back to its roots. Long before the advent of plastics, before the rise of mass production and the widespread adoption of synthetic materials, early civilisations relied on what the natural world had to offer – pressed bark, woven plant fibres, and rudimentary pulps – to store and transport food and goods. Paper, in particular, has long served as a trusted material for containment and communication alike. Today, that ancient material is undergoing a resurgence and is evolving to not only meet contemporary functional needs but also to respond to an urgent call for environmental responsibility. The rapid shift away from single-use plastic has created new momentum behind paper-based alternatives. From luxury goods wrapped in soft textured, bespoke papers to barrier coated containers engineered for performance and recyclability, fibre-based packaging is no longer confined to brown boxes or rustic aesthetics. It is becoming more refined, more versatile, and, crucially, more sustainable – at least on the surface.