Make a Mark
Butterfly Cannon 'Make a Mark' At Luxe Pack Monaco With Papil, Their Positive Impact, No-Alcohol Wellness Aperitif photo marcommnews

The collaboration platform to accelerate innovation in wine and spirits packaging launched by Avery Dennison, Estal, and Leonhard Kurz during the recent Luxe Pack in Monaco, catalyzed the attention of the most important brands and the entire packaging industry.

‘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 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.

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Successful co-launch for ‘Make a mark’ innovation incubator at Luxe Pack, LEONHARD KURZ Stiftung & Co. KG,
photo pressebox

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, plus many other key players in the industry like label printers, capsule and closure 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 packaging 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 & Spirits.

Stéphane Royère, director of the packaging and print business area at Leonhard Kurz, had the honor of presenting the Make a Mark Design Gallery to H.S.H. 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 edition to develop some new ideas that will increase the interest of those brands that wish to invest into their product packaging, to make a difference on the shelf while decreasing the packaging impact on the environment.”

Make a Mark — Brands need creativity

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 the recent Luxe Pack aroused great interest from the most important brands in the wine & spirits segment and in 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, and 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.

Packaging South Asia — resilient, growing and impactful — daily, monthly — always responsive

The multi-channel B2B in print and digital 17-year-old platform matches the industry’s growth trajectory. The Indian, South Asian, Southeast Asian, and Middle East packaging industries are looking beyond the resilience of the past three years. They are resuming capacity expansion and diversification, with high technology and automation in new plants and projects.

As we present our 2024 publishing plan, India’s real GDP growth for the financial year ending 31 March 2024 will exceed 6%. The packaging industry growth will match the GDP growth in volume terms and surpass it by at least 3% in terms of nominal growth allowing for price inflation in energy, raw materials, consumables, and capital equipment.

The capacity for flexible film manufacturing in India increased by 45% over the past four years. With orders in place, we expect another 20% capacity addition in 2024 and 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels are growing similarly. As the consumption story returns over the next six months, we expect demand to return and exceed the growth trajectory of previous years. The numbers are positive for most of the economies in the region – and as shown by our analytics, our platform increasingly reaches and influences these.

For responsible and sustainable packaging, with its attendant regulations and compliances, there is significant headroom to grow in India and the region. Our coverage includes the entire packaging supply chain – from concept to shelf and to waste collection, sorting, and recycling.

We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers. This is a large and complex canvas – the only thing that can work is your agile thinking and innovation together with our continuous learning and persistence.

The coming year looks to be an up year in this region, and this is the right time to plan your participation and marketing communication – in our rich and highly targeted business platform with human resources on the ground. Share your thoughts and plans to inspire and mobilize our editorial and advertising teams!

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– Naresh Khanna (25 October 2023)

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