The platform aims to accelerate innovation and sustainable solutions in luxury packaging design
Following months of exploring new ideas, testing new materials and pushing creative boundaries, the trailblazing new designs developed as part of the Make a Mark creative platform were unveiled at Luxe Pack Monaco 2022.
Now in its second year, Make a Mark is spearheaded by ESTAL, Avery Dennison and KURZ and aims to accelerate innovation and sustainable solutions in luxury packaging design.
Guided by the overarching brief of ‘progressive design at the intersection of sustainability, luxury and innovation’, twenty of the world’s top designers were invited to reimagine the future of luxury packaging in the Drinks, Wine and Spirits and Beauty and Fragrance categories.
Designers were given access to the industry’s latest developments and up-to-date packaging technologies and were encouraged to think without cost and technological constraints to push their creativity further and break new ground in packaging innovation. The ideas have been transformed into physical prototypes using glass from ESTAL, labeling materials from Avery Dennison and printing tools and embellishments from KURZ and are being showcased at Luxe Pack Monaco as well as appearing in a special-edition digital book to inspire the global design community.
This year’s designs are vast and varied with new colours, new textures and new materials explored. Designers have not only pushed the brief with bold innovations and designs but have even challenged existing business models. A few of the exquisite designs include:
- Design agency Officina Grafica, from Italy, chose water scarcity as its central theme. Believing everybody has the right to clean water regardless of gender, race, religion, income or social class, the team were inspired by ESTAL bottle’s silhouette and old bottles that were used for transporting messages. The result is an exquisite design with flowing water on the exterior and the brand manifesto inside the bottle.
- Partisan du Sens , from France, has created a playful range of cocktails to appeal to Gen Z tribes. The playful character is expressed through feelings of variation, diversity and generosity with design exploring volumes, color and texture. The glass plays on various colors and textures but it is the Avery Dennison label that connects the layers. Hot foil by KURZ expresses the brand’s luminous and high-end aspects.
- 56 Mar Design Studio, from Dubai, used inspiration from Pharaonic culture for its fragrance bottle design. The bottle is shaped like a falcon, the sacred animal of Horus with a cap in the design of Tutankhamun’s statue. Hieroglyphic symbols are embellished in gold while Avery Dennison Fasson® Bright Foil Gold New, a material with the perfect luster tone of gold, is used to highlight the richness of Egyptian culture.
In a joint statement on behalf of ESTAL, Avery Dennison and KURZ, Vladimir Tyulpin, Avery Dennison's Market Segment Leader for Wine & Spirits said: “We asked our designers to let their imaginations run wild and to create the unexpected and that is exactly what they have delivered. This year’s concepts invite us all to reimagine what is possible when it comes to packaging design and the positive societal messages it can convey. We hope this starts a global conversation around dynamic, bold and creative new ideas.”
Officina Grafica’s founders Vincenzo Macarrone and Tommaso Pecchioli talked about their work and how they approached the Make a Mark project as follows: "For over 15 years we have loved dressing bottles of wine. This year, with the Manifesto project, we wanted to launch an indelible mark of social communication. applied to design."
Designers involved in Make a Mark include: 43'oz design studio, Republic of Moldova; 56 Mar, Dubai; Aktiva Brand Experience Design, Spain; Appartement103, France; Black Eye Project, UK; Black Squid Design, Australia; BULLET Inc., Japan; FLOV, Poland; forceMAJEURE, USA; Lonsdale, France; MABA, Spain; Morillas, Spain; Officina Grafica, Italy; O,nice! Design Studio, Italy; Partisan du Sens, France; Popular Packaging GmbH, Germany; Sociedad Anónima, Mexico; SURE BRANDESIGN, Argentina; ThinkBoldStudio, Portugal; Zweischneider GmbH & Co. KG, Germany.
For a limited number of sample packets and more information about the Make a Mark book and initiative are available at makeamark.world.
