AVERY DENNISON, ESTAL and LEONHARD KURZ join forces to launch Make a Mark collaboration platform
Monday 20. September 2021 - AVERY DENNISON, ESTAL and LEONHARD KURZ have announced the launch of Make a Mark. It is a three-year collaborative initiative for designers, printers and material suppliers to explore new ways to package wine and spirits in a sustainable and innovative way.
Innovation incubator for creatives around the world launches with limited edition book at Luxepack Monaco – 27 – 29 September 2021
“Wine and spirits packaging is more than just a glass bottle and a cork or screw cap. That’s why we thought: why not actually work with the most respected industry leaders in labelling and finishing – Avery Dennison and LEONHARD KURZ? Then we will see how far we can push creative innovation,” said Gerard Albertí, CEO of Estal, about this initiative. “And how about we invite some of the world’s leading packaging designers and make it a platform to showcase new creative ideas while building an inspiring design community?”
“Make a Mark” will launch at Luxepack Monaco with the unveiling of a book featuring bold and provocative concepts from 18 of the most creative packaging designers from around the world. Printed in a limited edition of 2,000 copies, the book is the first in an upcoming “Make a Mark” series and one of many planned projects aimed at bringing brands, designers and material suppliers together over the next three years.
“We are all more innovative when we work together,” said Vladimir Tyulpin, Market Segment Leader – Wine & Spirits at Avery Dennison. “Innovation is more important than ever. The urgent need for sustainable packaging, the new purchasing methods imposed on us by COVID-19 and the increased competition in the wine and spirits industry require bold new concepts, from bottle shape to label material to design. ‘Make a Mark’ was created to break down the barriers that exist between wine and spirits packaging co-designers and give us more opportunities to collaborate and innovate.”
“With the tremendous synergies and inspiration that ‘Make a Mark’ brings to all parties involved, we aim to break boundaries and make the impossible possible,” says Stéphane Royère, Head of Business Area Packaging and Print at LEONHARD KURZ.
Focus on sustainability, luxury and innovation
Some of the world’s best-known packaging design agencies have decided to participate in the Make a Mark project: Anagrama from Mexico, Boldrini & Ficcardi from Argentina, Butterfly Cannon from the UK, Chad Michael Studio from the US, 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.
The designers were asked to develop a concept for a wine or spirits brand that combines sustainability, luxury and innovation. They were able to bring their boldest ideas to life – without the usual cost constraints, tight deadlines and client requirements. Access to the latest industry technologies enabled them to bring their ideas to life.
Among the concepts described in the book are: a wine brand that draws energy and colour from Argentina’s path to democracy in the early 1980s; an elegantly designed whisky brand that simultaneously draws attention to the freshwater and marine crises; an aquavit dedicated to the volcanic origins of Sicily; and a gin inspired by the legendary 1990s television series Baywatch, including a mini life preserver ring that indicates the liquid level in the bottle.