Revisiting the successful co-launch for
‘Make a mark’ innovation incubator at Luxe Pack
The collaboration platform to accelerate innovation in wine and spirits packaging launched by AVERY DENNISON, ESTAL, and LEONHARD KURZ during the 2021 Luxe Pack in Monaco, catalysed the attention of the most important brands and the entire packaging industry.
Last year AVERY DENNISON, ESTAL, and LEONHARD KURZ launched the ‘Make a Mark’ project which 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 was to stimulate designers’ creativity with a special focus on luxury and sustainability.
Breaking ground in packaging innovation
Without financial or technological restraints, 18 of the top packaging design firms worldwide were pushed to expand their imagination and pioneer packaging innovation. The goal was to meet the brands’ dual demand to stand out on the shelf by grabbing customers’ attention and protecting the environment. Leaders in the luxury packaging supply chain like Estal for the glass bottles, Avery Dennison for the labelling materials, KURZ for the embellishments, along with many other important players in the market like label printers, capsule and closure manufacturers, developed the ensuing ground-breaking design projects.
“Make a Mark is not a design contest and the Make a Mark book is not a catalogue 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 honour 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 launched the 2022 edition, where we will be showcasing some brilliant ideas that will increase the interest of brands that wish to invest into their product 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 globalisation 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 our Make a Mark Design Gallery at 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.
Amongst the packaging design agencies was MARK Studio from South Africa. The agency has won numerous awards for its work. But what really gets them going on a daily basis is that they love what they do and have always believed creativity is the best way to communicate. Their thinking: great ideas shape great brands, and smart, simple, authentic design makes a real difference. They believe the process should be as rewarding as the final product — whether it’s packaging, branding, corporate identity, graphic design or something new — their approach is always highly collaborative. Frederick from MARK Studio says: “I trust my clients and they trust me. That’s the only way to be brave — and to save the world from average design!”
© Synchron Fabrics & Foils, November 2022
It’s simple really. The better the packaging the better the perceived value. KURZ foils provides our brand with a direct route to the “buying brain” – and it shows on the bottom line…