A “design inspiration platform”: Avery Dennison launches M_use
30 Apr 2019 --- Label and adhesive specialist Avery Dennison has launched a digital platform coined M_use to inspire innovative design solutions for label and packaging designers and converters. M_use hopes to be a community where users can find inspiration as they experience the attributes of a label application – from technical to tactile – as well as discover more about the science behind the design and different materials.
“M_use – shorthand for “materials in use” – combines inspirational design content with the materials science expertise of Avery Dennison. The combination of insights and showcases, along with the materials library makes it easy to see and understand the benefits of the materials, which is critical to making any project successful. Content is constantly being added, so users are always seeing what's current, in their region and around the world,” Angus McGuffin, Global Creative director at Avery Dennison, tells PackagingInsights.
The site features an online library of materials, and users get a 360 degree perspective on the texture, color, tactility and printability. They also can access bespoke content created in collaboration with industry experts that covers insights, trends and creative design inspiration. It is also possible to view case studies, understand material ranges and download digital samples to use as part of client presentations.
“We see M_use as a digital swatchbook for our converters as much as an inspirational resource for designers. Creatives can download and design on high-resolution images to see the material in use before ordering a sample,” says Ralph Olthoff, global marketing director for wine and spirits at Avery Dennison. 
Speaking from the point of view of a designer, Davide Ciaroni, Creative Director of Italian design agency Doni & Associati notes: “Label materials are my canvas, and that’s true for any designer. The more you know about materials and their application, the better your work is. I pay a lot of attention to detail, but above all, I try to start every new design with my material choice. I’m excited that M_use will make it easier for me to connect not only with the materials that can elevate my design but with ideas and inspiration from other designers as well.”
Earlier this year, Avery Dennison added to its portfolio of recycled PET (rPET) liners with the introduction of four new labeling constructions, available across Europe. The new liner labels are made using 30 percent rPET and designed to separate easily from PET bottles, aiding the post-consumer recycling process.
