‘Make a mark’ innovation at Luxe Pack

Three-year collaboration platform to accelerate creative and technological innovation

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.

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.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

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