Make a Mark

en

KURZ, ESTAL and AVERY DENNISON came together wanting to show the magic that happens when all parties in the chain work together. And establish a dynamic community of creative thinkers and rebels – all united by a love for glass, labelling, embellishment and packaging, and the desire to create new things. Make a Mark is about exploring creative boundaries and bringing even the most outlandish ideas to life, without the limitations of the day-to-day. For the project, 18 leading design agencies received a briefing focused on sustainability, luxury and innovation in the wine and spirits packaging industry. The final designs were presented at Luxepack Monaco 2021 as well as featured in a specially produced book for the event.

de

KURZ, ESTAL and AVERY DENNISON came together wanting to show the magic that happens when all parties in the chain work together. And establish a dynamic community of creative thinkers and rebels – all united by a love for glass, labelling, embellishment and packaging, and the desire to create new things. Make a Mark is about exploring creative boundaries and bringing even the most outlandish ideas to life, without the limitations of the day-to-day. For the project, 18 leading design agencies received a briefing focused on sustainability, luxury and innovation in the wine and spirits packaging industry. The final designs were presented at Luxepack Monaco 2021 as well as featured in a specially produced book for the event.


KURZ EstalAvery Dennison

Approach

en

In a world of sameness and permanent optimization where “perfect solutions” are advertised for everything, we believe that perfection has become a mental prison and is detrimental to sustainability. Perfection stays static; it does not evolve or adapt. Things may seem “perfect” because they have been experienced, seen or felt before, but innovation cannot be achieved without experimentation and being fully open to what might be possible. We must constantly ask questions. Only if things surprise us will they surprise others too – and challenge perspectives and the direction of our future thinking. We believe that it is the unexpected rather than perfect solutions that are the real gateways to the future. And they are also much more fun!

Our vision for -50g is a platform open to winemakers who embrace innovation and want to make a mark with a new approach to sustainability. We were drawn to the idea of being as eco conscious as possible without the typical look and feel associated with eco products. We call this new approach “irresistible eco”. The -50g range is coherent and yet unique. Although we utilize large-scale serial production, every bottle looks and feels handmade, individual, and beautifully imperfect.

de

In a world of sameness and permanent optimization where “perfect solutions” are advertised for everything, we believe that perfection has become a mental prison and is detrimental to sustainability. Perfection stays static; it does not evolve or adapt. Things may seem “perfect” because they have been experienced, seen or felt before, but innovation cannot be achieved without experimentation and being fully open to what might be possible. We must constantly ask questions. Only if things surprise us will they surprise others too – and challenge perspectives and the direction of our future thinking. We believe that it is the unexpected rather than perfect solutions that are the real gateways to the future. And they are also much more fun!

Our vision for -50g is a platform open to winemakers who embrace innovation and want to make a mark with a new approach to sustainability. We were drawn to the idea of being as eco conscious as possible without the typical look and feel associated with eco products. We call this new approach “irresistible eco”. The -50g range is coherent and yet unique. Although we utilize large-scale serial production, every bottle looks and feels handmade, individual, and beautifully imperfect.

On show in Monaco Luxe Pack

en

The Make a Mark packaging design project was revealed in a specially designed gallery booth at the LUXE PACK Monaco show in September 2021. Showcased alongside other wine and spirits packaging trends of the future, Make a Mark’s sustainability approach took center stage with even royalty such as Albert II, Prince of Monaco visiting. For those that didn’t get a chance to see the designs up close in Monaco, the Make a Mark project can also be found in print as a book or also as sample pack: makeamark.world

de

The Make a Mark packaging design project was revealed in a specially designed gallery booth at the LUXE PACK Monaco show in September 2021. Showcased alongside other wine and spirits packaging trends of the future, Make a Mark’s sustainability approach took center stage with even royalty such as Albert II, Prince of Monaco visiting. For those that didn’t get a chance to see the designs up close in Monaco, the Make a Mark project can also be found in print as a book or also as sample pack: makeamark.world

Rethinking the Label PUZZLE PIECES

en

The “die-cut puzzle technique” we created for this project produces more impactful label shapes that use less material for packaging that is dynamic and lively — in line with the radical philosophy of Estal’s “Prima” bottle. Each sheet of Avery Dennison’s sustainable ‘Cotton Extra-White’ paper is broken up into 12 pieces to create the front and back labels of the 6 bottles in each winemaker’s range. Currently, the labels are applied by hand, adding to the individual character of every bottle. However, in the near future we believe that technology will become available that will allow the labels to be positioned in a similar way using machinery or robotics and expanding the possible applications.

de

The “die-cut puzzle technique” we created for this project produces more impactful label shapes that use less material for packaging that is dynamic and lively — in line with the radical philosophy of Estal’s “Prima” bottle. Each sheet of Avery Dennison’s sustainable ‘Cotton Extra-White’ paper is broken up into 12 pieces to create the front and back labels of the 6 bottles in each winemaker’s range. Currently, the labels are applied by hand, adding to the individual character of every bottle. However, in the near future we believe that technology will become available that will allow the labels to be positioned in a similar way using machinery or robotics and expanding the possible applications.

Born to be... WILD GLASS

en

Estal’s new “Prima” bottle collection uses thinner glass and a subtly asymmetric profile for a surprising new way to minimize unnecessary weight while retaining stability and a premium feel. Less weight and less material mean improved sustainability and a reduced transportation footprint. The unique shape of Estal’s 100% Post-Consumer Recycled ‘Wildglass’, gives each bottle a handcrafted look. This includes accepting rather than rejecting imperfections and variations in the glass color, and results in an interesting spectrum of bottle colors for the -50g range. It also means that 15% fewer bottles will be discarded because they are not “perfect”.

de

Estal’s new “Prima” bottle collection uses thinner glass and a subtly asymmetric profile for a surprising new way to minimize unnecessary weight while retaining stability and a premium feel. Less weight and less material mean improved sustainability and a reduced transportation footprint. The unique shape of Estal’s 100% Post-Consumer Recycled ‘Wildglass’, gives each bottle a handcrafted look. This includes accepting rather than rejecting imperfections and variations in the glass color, and results in an interesting spectrum of bottle colors for the -50g range. It also means that 15% fewer bottles will be discarded because they are not “perfect”.

The Cut —50g

en

The reduced weight of -50g is a defining symbol, debossed into the glass. With an area missing from the front of the label, a semi-circle frames the -50g. The cut-out hints at the reduced materials used for the bottle and paper, further emphasized by a red dotted line.

In the last years we created the brand identity for AQUI winery, who also entrusted us with the creative direction of their communication and positioning. Together, we defined experimentation, new ways of winemaking and questioning the status quo as the core of AQUI’s business. We saw the winery as the perfect brand to showcase the very first -50g launch. With a wide range of images inspired by nature and ancient indigenous art, we were able to visually play with all aspects of the labels using a range of embossings and KURZ foils. The latest digital printing techniques enable floating visuals on each label to be variably positioned within fixed parameters. This allows each label and bottle to be totally unique and embraces the random and serendipitous look and feel that we aim to convey with ‘Irresistible-Eco’ and the -50g platform.

de

The reduced weight of -50g is a defining symbol, debossed into the glass. With an area missing from the front of the label, a semi-circle frames the -50g. The cut-out hints at the reduced materials used for the bottle and paper, further emphasized by a red dotted line.

In the last years we created the brand identity for AQUI winery, who also entrusted us with the creative direction of their communication and positioning. Together, we defined experimentation, new ways of winemaking and questioning the status quo as the core of AQUI’s business. We saw the winery as the perfect brand to showcase the very first -50g launch. With a wide range of images inspired by nature and ancient indigenous art, we were able to visually play with all aspects of the labels using a range of embossings and KURZ foils. The latest digital printing techniques enable floating visuals on each label to be variably positioned within fixed parameters. This allows each label and bottle to be totally unique and embraces the random and serendipitous look and feel that we aim to convey with ‘Irresistible-Eco’ and the -50g platform.

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