‘Make a Mark’’ innovation!

Co-launched by Avery Dennison, Estal and Leonhard Kurz at Luxe Pack Monaco

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Make a mark
The ‘Make a Mark’’ innovation incubator co-launched by AVERY DENNISON, ESTAL and LEONHARD KURZ at Luxe Pack Monaco was a success. Photo Avery Dennison

Make a Mark is a three-year collaboration platform created to accelerate creative and technological innovation in wine and spirits packaging and provide brand owners with a preview of the future packaging design trends. The goal is to stimulate the designers’ creativity with a special focus on luxury and sustainability.

Without cost and technological constraints, eighteen of the best packaging design agencies on a global level have been challenged to push their creativity further and break new ground in packaging innovation.

The brief was to satisfy the brands’ double need to make the difference on the shelf by catching the consumer’s eye while respecting the environment.

Make a mark
The ‘Make a Mark’’ innovation incubator co-launched by AVERY DENNISON, ESTAL and LEONHARD KURZ at Luxe Pack Monaco was a success.
Photo Avery Dennison

The resulting trailblazing design projects have then been developed by leaders in the luxury packaging supply chain like ESTAL for the glass bottles, Avery Dennison for the labeling materials, Kurz for the embellishments and many other key players in the industry like label printers, capsule and closures manufacturers.

“Make a Mark is not a design contest and the Make a Mark book is not a catalog featuring the current packaging design trends. It showcases the prototypes created by the industry pioneers leading the way towards a new era of wine and spirits packing design. Make a Mark is an ambitious project, which has engaged more than forty partners for many months in order to first create and then develop such futuristic packaging projects.” said Vladimir Tyulpin, Avery Dennison’s market segment leader – wine and spirits.

Stéphane Royère, director of the packaging and print business unit of Leonhard Kurz,Make a mark had the honor of presenting the Make a Mark Design Gallery to HSH Prince Albert II, who visited the booth. “His Highness greatly appreciated our project, but the next edition of Make a Mark will be even more ambitious. We have already been working on the 2022’s edition to develop some new ideas that will increase the interest of those brands that wish to invest in their products’ packaging to make a difference on the shelf while decreasing the packaging impact on the environment.”

Brands need creativity aimed at actual technological advancement

The constant acceleration of business in the time of globalization leaves no room for promises. Brands want concrete proposals. The primary need of brands is to create packaging that is attractive, but at the same time sustainable. “This is why we Make a Mark Design Gallery at Luxe Pack the last edition aroused great interest from the most important brands in the wine & spirits segment and cosmetics. Make a Mark has freed the creativity of some of the most awarded packaging design studios in the world, “pushing” us players in the packaging supply chain to rapidly develop new technologies and new materials that are truly at the forefront in terms of sustainability.

Anagrama from Mexico, Boldrini & Ficcardi from Argentina, Butterfly Cannon and Pocket Rocket Creative from the UK, 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, Rita Rivotti from Portugal, Ruska Martín Associates from Germany and Spain, Series Nemo and Supperstudio from Spain, Servaire & Co and Studio Créa ‘Design from France, Smith Lumen and Spazio Di Paolo from Italy are among the packaging design agencies most awarded in the world and have allowed us to demonstrate that luxury is sustainable. ” said Gerard Albertí, ESTAL’s chief executive officer.

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