Make a Mark at Luxepack 2023

After months of exploration in search of new ideas, in an attempt to overcome already known creative boundaries with the aim of experimenting with new materials, the pioneering packaging projects developed within the Make a Mark innovation platform were revealed at the Luxe Pack in Monaco.

Now in its third year, Make a Mark is a unique packaging design innovation project developed and launched in 2021 by three global industry leaders: ESTAL, Avery Dennison and KURZ. Twenty leading packaging design agencies from around the world were invited to develop concepts around a brief focused on sustainability, luxury and innovation. Designers were encouraged to give free rein to their imagination and test the newest materials for packaging high-end products such as wine and spirits, beauty and fragrances and gourmet food.
The concepts were then transformed into actual prototypes using glass from ESTAL, labeling materials from Avery Dennison, print tooling (e.g. embossing dies) and embellishments from H+M and Luxoro-KURZ. Like every year, other players in the packaging supply chain also participated by providing the technology and know-how to create caps, decorations, borosilicate and 3D printed prototypes, renderings, or even machines for label finishing: Amorim Top Series, Atom, Cartes, Isimat, Signet, Sparflex, Tapì, and Tricycle Studio.
In addition to being included in the exclusive and highly sought-after Make a Mark book – which inspires the creative community worldwide – the prototypes were presented at the world premiere of Luxe Pack Monaco 2023 and, thanks to the “Make a Mark on Tour” events, will arrive in other European capitals and on other continents. Some of the designers of this new edition include:

Dario Frattaruolo Design Studio (Italy) which proposes a concept entitled Notte Oscura – Hermetic Perfume. The bottle is made of high-quality glass and metal and decorated with mother-of-pearl icons. Using the effects of light and transparency, a play of reflections is created which characterizes the minimalist design but full of hidden meanings. Dario Frattaruolo has chosen to experiment with different types of materials, which blend harmoniously creating a unique sensorial experience. The square shape and clean lines of the bottle give the packaging both elegance and an aura of mystery: it seems to contain a magical elixir that gives charm to the wearer. The label has an intense black nuance that represents the darkness of the night. The idea was precisely to communicate a feeling of mystery. It was also about choosing black as the primary color and combining Avery Dennison paper with high-quality manufacturing techniques and materials. The concept of the dark night of the soul comes from the Carmelites. Then taken up by transmutational alchemists it was subsequently used in psychology. The dark night coincides with the moment in which the mind collapses due to trauma or an existential problem, generating awareness. When the "psycho-spiritual" transformation process reaches its culmination, the final phase of solitude begins which it is necessary to face to be closer to God.

Designsake Studio (USA) focused on the Earth's ever-increasing temperature to create Gingerly, a new luxury sunscreen brand with the ultimate mission of plastic-free sun protection. In collaboration with Estal, the creative team created a unique double-walled glass component inspired by the colours, shapes and textures of the sea. A spotted pattern, reminiscent of freckles and shells, floods the inner wall of the bottle. In contrast, the exterior wall has a natural amber hue, evocative of the ocean horizon line. Avery Dennison paper, embellished with the iridescent and yet sustainable transfer foil by Luxoro-KURZ, recalls the texture and colors of abalone shells, while raised sun rays kiss the back label. Every aspect of the concept aims to premiumize sunscreen and demonstrate that a plastic-free experience is possible and desirable.

Lavernia & Cienfuegos (Spain) created EDIT (036) which combines industrial techniques and artisanal processes in a single customizable bottle. The design incorporates two elements designed with rigorous sustainability standards: a piece of custom glass available in five finishes and another piece that serves as the cap and base of the bottle. The latter is available in six shapes, resulting in thirty-six potential combinations when paired with six connector geometries. Each option is offered in three materials, each with three finishes, allowing users to customize their bottles. In total there are 40,500 possible combinations to choose from. The bottle features a label with information about the perfume, packaged in a sturdy, lined box sealed with a customizable label. Users can customize components through a website, viewing and choosing various features for each element.

In a joint statement on behalf of ESTAL, Avery Dennison and KURZ, Vladimir Tyulpin, Segment leader Premium Solutions at Avery Dennison, said: “Year after year our designers continue to outdo themselves in luxury packaging design. This year's projects invite us all to learn more about how to harness the power of packaging and jointly expand our knowledge of sustainable solutions. The teams involved have highlighted the infinite possibilities of our industry and we are extremely proud that, beyond the project itself, we are forming a dynamic and creative community of thinkers and rebels, all united by a love of design and a desire to innovate."

The design agencies involved in Make a Mark are:

ARD Design Agency, Switzerland
Backbone Branding, Armenia
BRAVO DESIGN, South Africa
CF Napa Brand Design, United States
Dario Frattaruolo Design, Italy
Designsake Studio, United States
Farmgroup, Thailand
Firstbase, India
HOMEWORK®, Denmark
HUMAN, Mexico
Lavernia & Cienfuegos, Spain
Lewis Moberly, UK
Mazarine Pascalie Design, France
Olssøn Barbieri, Norway
Omdesign, Portugal
Oveja&Remi, Argentina
Parallax Design, Australia
Van Heertum Design VHD, Netherlands
Ximena Ureta Studio, Chile
Yummy Stories, Germany

Website makeamark.world  
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