DESIGN AND MARKETING
z Accelerate innovation in wine and spirits packaging
Avery Dennison , Estal & Leonhard Kurz co-launch ‘ Make a Mark ’
Avery Dennison , Estal and Leonhard Kurz are launching Make a Mark , a three-year collaboration initiative for designers , printers , and materials providers intended to break new ground in sustainable and innovative wine and spirits packaging , the companies announced recently .
“ Since wine and spirits packaging is more than just a glass bottle and stopper , we thought , why not join forces with the most respected industry leaders in labeling and finishing — Avery Dennison and Leonhard Kurz — to see how much further we can push creative innovation ?” Estal chief executive officer Gerard Albertí said of the initiative . “ And what if we invited some of the world ’ s top packaging designers and turned this into a platform for showcasing new creative ideas while also building an inspiring design community ?”
“ We are all more innovative when we collaborate ,” said Vladimir Tyulpin , Avery Dennison ’ s Market Segment leader - Wine & Spirits . “ And innovation is more essential than ever . The urgent need for sustainable packaging , the new ways Covid-19 is forcing us to shop , and the increasingly crowded playing fields in wine and spirits all demand bold new approaches , from the bottle shape to the label material to the design . Make a Mark was created to kick down the barriers that separate the contributors to wine and spirits packaging and give us more opportunities to collaborate and innovate .”
“ With [ Make a Mark ’ s ] tremendous synergy and inspiration for those involved , we want to break boundaries and make impossible things possible ”, said Stéphane Royère , head of Business Area Packaging and Print at Leonhard Kurz .
z Focus on sustainability , luxury , and innovation
Avery Dennison , Estal , and Leonhard Kurz co-launch ‘ Make a Mark ’ collaboration platform to accelerate innovation in wine and spirits packaging
Make a Mark will kick off at Luxepack Monaco from 27-29 September 2021 with the unveiling of a book featuring bold and provocative concepts by 18 of the world ’ s most creative packaging designers . Printed in a limited edition of 2,000 copies , the book is the first of several expected in a Make a Mark series , and one of many planned projects aimed at bringing together brands , designers , and materials providers over the next three years .
Some of the most awarded packaging design studios on a worldwide basis decided to come on board and be part of the Make a Mark project — Anagrama from Mexico , Boldrini & Ficcardi from Argentina , Butterfly Cannon from the United Kingdom , Chad Michael Studio from the USA , Denomination from Australia , Dragon Rouge from China , JVD Estudio from Chile , Mark Studio from South Africa , Motherland from Sweden , Pocket Rocket Creative from the UK , RitaRivotti from Portugal , Ruska Martín Associates from Germany and Spain , SeriesNemo and Supperstudio from Spain , Servaire & Co and Studio Créa ’ Design from France , Smith Lumen and Spazio Di Paolo from Italy .
They were asked to develop a wine or spirit brand concept combining sustainability , luxury , and innovation . They were free to bring their boldest ideas to life without the usual constraints of costs , tight deadlines , and client requirements . Access to some of the industry ’ s latest technologies enabled them to execute their ideas .
Among the concepts featured in the book are a wine brand that draws energy and color from Argentina ’ s move toward democracy in the early 1980s ; a whiskey brand that pairs elegance with acknowledgment of the crises facing freshwater and oceans ; an acquavite that pays homage to the volcanic origins of Sicily ; and a gin inspired by the iconic 1990s TV show Baywatch , complete with a mini life preserver that gauges the level of liquid in the bottle . z
10 Packaging South Asia 5 October 2021