Avery Dennison, Estal, and Leonhard Kurz co-launch ‘Make a Mark’ collaboration

Accelerate innovation in wine and spirits packaging

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Avery Dennison
Avery Dennison, Estal, and Leonhard Kurz co-launch ‘Make a Mark’ collaboration platform to accelerate innovation in wine and spirits packaging. Photo Maria Das Dores on Unsplash

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.

Avery Dennison
Spirits packaging by Estal. Photo Estal

“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.

Focus on sustainability, luxury, and innovation

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.

A limited number of sample packets and more information about the Make a Mark book and initiative are available at makeamark.world.

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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