Avery Dennison “Makes a Mark” at Luxe Pack 2021 with wine and spirit sustainability campaign

28 Sep 2021 --- Avery Dennison is launching the “Make a Mark” campaign for environmentally sustainable wine and spirits packaging in collaboration with glass packaging specialist Estal and hot stamping machine manufacturer Leanord Kurtz. The campaign will be showcased at the Luxe Pack Monaco trade show (September 27-29).

The partners will be offering a limited edition book of design concepts at the fair, displaying innovative ideas for wine and spirit packaging from some of industry’s most acclaimed design studios.

Initially printed in 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. 

Speaking to PackagingInsights, an Avery Dennison spokesperson says the project aims to boost the eco-credentials of luxury packaging.

An initial sketch of Swedish design agency Motherland’s whiskey bottle.“The packaging of luxury products has always been considered almost an enemy of the environment until today. But we in the luxury packaging supply chain have been working diligently for years to reduce the impact on the environment, and today we can proudly say luxury packaging can and must be sustainable.” 

“The show will allow us to understand how much brands are interested in creating very beautiful packaging that makes a difference on the shelf, but which also has a strong focus on sustainability.” 

Making a mark with wine and spirits
The book showcases the prototypes created by the Make a Mark innovation incubator. 

“The most daring and challenging projects created by 18 of the most important packaging design agencies in the world have been developed thanks to the support of leaders in the supply chain such as Avery Dennison for self-adhesive materials, Kurz for the label embellishments, Estal for the glass bottles and other fundamental players like label printers, capsule and cap manufacturers,” explains the spokesperson. 

“The Make a Mark book not only presents beautiful design projects, but it also offers a glimpse of the future of packaging design trends.” 

Australia’s Denomination spirit bottle design.Some of the most awarded global packaging design studios have already joined the Make a Mark project. These include 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 and JVD Estudio from Chile.

Also joining the project is MARK Studio from South Africa, Motherland from Sweden, Pocket Rocket Creative from UK, RitaRivotti from Portugal, Ruska Martín Associates from Germany and Spain, SeriesNemo and Supper studio from Spain, Servaire & Co and Studio Créa’ Design from France, Smith Lumen and Spazio Di Paolo from Italy.

“New frontiers” in luxury packaging
Each contributor was 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. According to the collaboration, 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.

From the bottle glass and closures to the paper and foils for the label decoration, brands can now choose among a vast range of recycled and/or recyclable packaging materials produced with increasingly sustainable or even zero-emission processes.

By Louis Gore-Langton