Packaging innovation in action - ‘The Envelope Project’ in Monaco 

As a strategic partner for Eurostampa, Avery Dennison supports the Eurostampa ‘Innovation LABels’ initiative, sharing a passion for innovation in label packaging. The most recent Innovation LABels initiative involving students was ‘The Envelope Project’, run in collaboration with the University of Gastronomic Sciences in Pollenzo and unveiled during the Luxe Pack 2017 exhibition in Monaco.

Leading label sector enterprises such as Avery Dennison take part in Eurostampa’s ‘Innovation LABels’ group because it reflects their role in giving brand owners innovative and personalized solutions. Luciano Cillario, Eurostampa president, said that ‘The Envelope Project’ was developed to show every year how all companies want to “move forward the innovation boundaries in label packaging every day, to offer new life to people's creativity.” Insights from research and development are pivotal in this rethinking of the world of label packaging.

For The Envelope Project 2017, students at the University of Pollenzo were invited to address the theme, "We are what...".They were asked to conclude the sentence and present a graphic sketch and accompanying text for an envelope design (the theme was taken from Feuerbach’s 1862 statement, "We are what we eat").

Filippo Cerchio, senior key account manager for Avery Dennison in Southern Europe, highlighted the opportunities created by the initiative: Some of our premium wine & spirits Sensorial materials were selected as printing substrates for this initiative, and the final results have been amazing. We’ve seen a combination of our innovative papers with some great design work from students, and superb printing/embellishment from Eurostampa. A good example of what a pressure sensitive label could offer in terms of differentiation. It was great to see how happy the students were when receiving awards for their work at Lux Pack in Monaco!”

Riccardo Sauvaigne, Eurostampa Innovation and Marketing director, said the end result was “labels that all have added value thanks to the use of innovative materials and technologies, with a strong ethical and aesthetic impact. With this project all the partners would like people looking at the envelope to experience positive emotions and increase their awareness on food sustainability”.

A speech at the exhibition of students’ work, from the president of Slow Food International and University of Gastronomic Sciences of Pollenzo, Carlo Petrini, highlighted the social role of labelling: “…Labels have to inform and, sometimes, they manage to educate, too. A good label can change the world and make it better.”