Following months of exploring new ideas, pushing creative boundaries and innovating with new materials, the trailblazing new packaging designs developed as part of the Make a Mark project were unveiled at Luxe Pack Monaco.
Now in its third year, Make a Mark is an exclusive design innovation project developed and started in 2021 by three global industry leaders: ESTAL, Avery Dennison and KURZ. Twenty top packaging design agencies from across the world were invited to develop concepts around a three-pronged brief focusing on sustainability, luxury and innovation. Designers were encouraged to let their imaginations run wild and to try out new materials, within the Wines and Spirits, Beauty and Fragrance, and Gourmet Food sectors.
The design concepts have been transformed into physical prototypes using glass from ESTAL, labelling materials from Avery Dennison and printing tools and embellishments from the KURZ Group. All 20 designs were showcased at Luxe Pack Monaco among other industry events, as well as appearing in a special-edition digital book and label sample pack to inspire the global design community.
Bravo Design (Bravo), a graphic design agency based in Cape Town, used the Make a Mark exhibition platform to showcase the transformative potential of artificial intelligence (AI). Seeking to create a product authentically rooted in South African culture, Bravo drew inspiration from the folklore of ‘Karoo Mermaid’ to unveil their packaging prototype for a Blue Agave spirit, made from the indigenous plants which grow in the semi-arid Karoo landscape.
‘Our research led us to rock art paintings depicting creatures with the upper bodies of humans, and fish-tails, on the walls of caves high in the mountains. South Africa’s culture is rich with fabled storytelling and myths, but we found the folklore of ‘Karoo Mermaid’ especially intriguing,’ said John Nicolson, Bravo art director.
Bravo took the unconventional route of incorporating AI to guide the design’s conceptual journey. ‘We merged centuries-old creative storytelling with modern technology. What would a product that embodies both futuristic design and the soul of creativity end up looking like?’ said Nicolson. The agency harnessed AI tools including ChatGPT and Midjourney, to generate patterns and textures inspired by the scales of mermaids and the natural symmetry of the Agave plant.
Among the notable innovations in ‘Karoo Mermaid’ is the bottle’s base, provided by ESTAL, which ingeniously mirrors the tranquil pools of the Karoo, which are mythical congregations for the mermaids. Adding a layer of ingenuity, the design incorporates a colour-changing foil that mimics the mesmerising play of light on mermaid scales. This exclusive foil was engineered especially for the project by globally acclaimed packaging company Leonhard Kurz. Multiple embossing and foil applications were included as a single print run by German-based print company, Vollherbst.
‘To be invited to participate in Make a Mark is to be recognised among the creative giants of the design industry and was a massive honour for our team,’ said Brenden Schwartz, Bravo founder. ‘Make a Mark is a beacon of innovation, dedicated to exploring cutting-edge packaging trends, igniting fresh ideas, and propelling design and packaging into uncharted territories.’
The project took eight months to complete. ‘As designers, our creativity is often constrained by budgets and accepted realities, but with Make a Mark these constraints did not exist. Allowed this free rein, it took the team some time to zone-in on a particular focus for this project. Once we did, we found that we could push the other packaging leaders beyond conventions, too, and we were astounded by the result. It is certainly unlike anything we have ever seen,’ Schwartz said.
In a joint statement on behalf of ESTAL, Avery Dennison and KURZ, Vladimir Tyulpin, Avery Dennison’s Market Segment Leader for Premium Packaging Solutions said, ‘Year after year our designers continue to push boundaries in luxury packaging design. This year’s designs invite us all to learn more about how to harness the power of packaging, and to jointly expand our knowledge of decorative materials and packaging containers. The teams involved have highlighted the endless possibilities of our industry and we are extremely proud that beyond the project itself, we are forming a dynamic, creative community of thinkers and rebels — all united by our love for glass, labelling, packaging, and the desire to create new things.’
A Few of This Year’s Other Designs Include:
Designsake Studio, USA, focused on the continuous rise of the earth’s temperature to create ‘Gingerly’, a new luxury sunscreen brand that brings together skin, sun, and the sea, with the ultimate mission of plastic-free sun protection. In partnership with Estal, the team created a unique double-walled glass component inspired by the sea’s colours, shapes, and textures. A speckled pattern, reminiscent of freckles and seashells, floods the bottle’s inner wall. KURZ holographic designs nod to textures and colours found in abalone shells, and embossed sun ray details kiss the back label. Advances in technology allow for glass embossing, using a self-adhesive label.
Lavernia and Cienfuegos, Spain, created ‘EDIT (036)’, which combines industrial techniques with artisanal processes in a unique customisable bottle. The design incorporates two elements designed with strict sustainability standards: a custom glass piece available in five finishes and another piece serving as a cap and bottle base. The latter comes in six forms, resulting in 36 potential combinations when paired with six plug geometries. Each option is offered in three materials, each with three finishes, allowing users to personalise their own bottles. In total, there are 40,500 possible combinations to choose from. The bottle features a unique label displaying perfume information, packaged in a sturdy, lined box sealed with a customisable label. Users can personalise the components through a website, viewing and choosing various characteristics for each element.
Other Design Agencies Involved in Make a Mark Edition III Include:
– ARD Design Agency, Switzerland.
– Backbone Branding, Armenia.
– CF Napa Brand Design, United States.
– Dario Frattaruolo Design, Italy.
– Farmgroup, Thailand.
– Firstbase, India.
– HOMEWORK®, Denmark.
– HUMAN, México.
– Lewis Moberly, UK.
– Mazarine Pascalie Design, France.
– Olssøn Barbieri, Norway.
– Omdesign, Portugal.
– Oveja&Remi, Argentina.
– Parallax Design, Australia.
– Van Heertum Design VHD, The Netherlands.
– Ximena Ureta Studio, Chile.
– Yummy Stories, Germany.
MAKE A MARK
www.makeamark.world
BRAVO DESIGN
https://bravodesign.co.za
