Make a Mark Design Innovation Incubator Spotlights 20 Trailblazing New Projects


Make a Mark - Avery Dennison

- Press release is also available in German, French, Spanish and Italian. -


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Melda Simon
David Bell

Oegstgeest, October 3, 2022  — 

Following months of exploring new ideas, testing new materials and pushing creative boundaries, the trailblazing new designs developed as part of the Make a Mark creative platform were unveiled at Luxe Pack Monaco today. 

Now in its second year, Make a Mark is spearheaded by ESTAL, Avery Dennison and KURZ and aims to accelerate innovation and sustainable solutions in luxury packaging design. 

Guided by the overarching brief of ‘progressive design at the intersection of sustainability, luxury and innovation’, twenty of the world’s top designers were invited to reimagine the future of luxury packaging in the Drinks, Wine and Spirits and Beauty and Fragrance categories. 

Designers were given access to the industry’s latest developments and up-to-date packaging technologies and were encouraged to think without cost and technological constraints to push their creativity further and break new ground in packaging innovation. The ideas have been transformed into physical prototypes using glass from ESTAL, labeling materials from Avery Dennison and printing tools and embellishments from the KURZ Group and are being showcased at Luxe Pack Monaco as well as appearing in a special-edition digital book to inspire the global design community. 

This year’s designs are vast and varied with new concepts, new textures and new materials explored. Designers have not only pushed the brief with bold innovations and designs but have even challenged existing business models. A few of the exquisite designs include:

Make a Mark Design Innovation Incubator

Design agency Officina Grafica, from Italy, chose water scarcity as its central theme. Believing everybody has the right to clean water regardless of gender, race, religion, income or social class, the team was inspired by ESTAL Rude’s collection, a customized bottle selection using Wild Glass 100% recycled glass. The result is an exquisite design with flowing water on the exterior and the brand manifesto inside the bottle.

Partisan du Sens , from France, has created a playful range of cocktails to appeal to Gen Z tribes. The playful character is expressed through feelings of variation, diversity and generosity with design exploring volumes, color and texture. The glass plays on various colors and textures but it is the Avery Dennison label that connects the layers. Hot stamping with KURZ products  expresses the brand’s luminous and high-end aspects.

56 Mar Design Studio, from Dubai, used inspiration from Pharaonic culture for its fragrance bottle design. The bottle is shaped like a falcon, the sacred animal of Horus with a cap in the design of Tutankhamun’s statue. Hieroglyphic symbols are embellished in gold while Avery Dennison Fasson® Bright Foil Gold New, a material with the perfect luster tone of gold, is used to highlight the richness of Egyptian culture. 

In a joint statement on behalf of ESTAL, Avery Dennison and KURZ, Vladimir Tyulpin, Avery Dennison's Market Segment Leader for Wine & Spirits said: 

“We asked our designers to let their imaginations run wild and to create the unexpected and that is exactly what they have delivered. This year’s concepts invite us all to reimagine what is possible when it comes to packaging design and the positive societal messages it can convey. We hope this starts a global conversation around dynamic, bold and creative new ideas.”

The founders and Creative Directors of Officina Grafica, Vincenzo Macarrone and Tommaso Pecchioli talked about their work and how they approached the Make a Mark project: 

"For over 15 years we have loved dressing bottles of wine. This year, with the Manifesto project, we wanted to launch an important message for all to hear, and to leave an indelible mark with social communication applied to design.”

For a limited number of sample packets and more information about the Make a Mark book and initiative are available at

Designers involved in Make a Mark include:

43'oz design studio, Republic of Moldova: Motivated by a desire to transcend time and leave a lasting mark on the world, the team created a wine so old it became a museum piece. 

Make a Mark Design Innovation Incubator

56 Mar, Dubai: as above

Aktiva Brand Experience Design, Spain: Vanity is a design concept for fragrance that represents us on the physical, emotional and virtual planes. 

Appartement103, France: ‘Saulvage’ is a design for Spirits that pays tribute to climate catastrophes with each variant featuring a piece of wood that has been scored by fires – raising awareness of the challenges humanity faces. 

Black Eye Project, UK: The common phrase, ‘what’s your poison?’ is the inspiration behind this concept which draws on Victorian aesthetics and the ominous world of vintage poison bottles

Black Squid Design, Australia; The ‘Floater’, traditionally a meat-pie floating in a pea soup and eaten with a spoon, is recreated in this design concept

BULLET Inc., Japan: The city of Tokyo and its melting pot of cultures and values is the inspiration behind this Sake bottle

FLOV, Poland: Happiness, the joy of bubbles and childhood memories are evoked by Vivané, a name that combines the words “viva” meaning cheer and “né” meaning born - a design vision that calls for “praise for life”

forceMAJEURE, USA: A fragrance centered around a sustainable solution for self-expression. The result is a refill-and-spray ritual 

Lonsdale, France: This concept is based on the vetiver plant and its noble heritage and sets out to challenge the fragrance industry and create a new perception of luxury

MABA, Spain: Nan Madol, an organic and unexplained vodka, tells the story of a small island in a paradisiacal enclave

Morillas, Spain: A bottle design strongly connected to the interstellar environment reflecting the future of spirits

Officina Grafica, Italy: as above

O,nice! Design Studio, Italy: For one-third of humanity clean and drinkable water is already considered a luxury. This project is a 50cl water bottle filled with everyday water yet designed in premium packaging

Partisan du Sens, France: as above

Popular Packaging GmbH, Germany: For this traditional German gin bottle the studio created an abstract version of a journey through a German front garden reflecting the fact that every gin is a journey of smells, essences and tastes

Sociedad Anónima, Mexico: The archeological expressions of Mesoamerica inspired Mesoamerican Rum. This project emphasizes the geographical and cultural origin of the product without resorting to stereotypes

SURE Brandesign, Argentina: GINTOGRAPHY (Gin + Typographic) pays homage to the first printing system, the movable type press created by Gutenberg in 1440. 

ThinkBoldStudio, Portugal: Cognac Garnier evokes the golden age of the Beaux-Arts and is inspired by the luxury and opulence of Monte-Carlo Casino and Opera

Zweischneider GmbH & Co. KG, Germany: A design to reflect the changing wine industry and how climate influences are impacting cultivating. This concept makes each vintage’s DNA including number, alcohol content and approval tangible to the consumer. 



Make a Mark Design Innovation Incubator

About Avery Dennison

Avery Dennison Corporation (NYSE: AVY) is a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical, and retail applications; tags, labels and embellishments for apparel; and radio frequency identification (RFID) solutions serving retail apparel and other markets. Headquartered in Glendale, California, the company employs more than 32,000 employees in more than 50 countries. Reported sales in 2020 were $7.0 billion. Learn more at

About KURZ

The KURZ Group is a global leader in thin film technology. KURZ develops and manufactures decorative and functional layers applied to a carrier foil for a wide range of industries, from the packaging and printing industry through to the automotive, electronics, card and textile sectors. KURZ offers a comprehensive portfolio of products for surface finishing, decoration, labeling, and counterfeit protection, rounded off by an extensive range of stamping machines and stamping tools. The company is also continuously investing in new technologies and developing innovative solutions for integrating functionality into surfaces. The KURZ Group has more than 5,500 employees at over 30 sites worldwide and produces under standardized quality and environmental standards in Europe, Asia, and the USA. A global network of subsidiaries, representatives and sales offices ensures short paths and individual, on-site consulting.


Estal was founded in 1994 as a packaging specialist offering a wide range of premium glass packaging solutions for wine, spirits and other beverages, gourmet products, perfume and cosmetics, and home fragrances. With a philosophy based on industrial excellence, the company has become a market leader through its work in customized packaging by developing unique models with the most advanced technological innovations and design, as well as constantly seeking the most sustainable proposals. As a representative company of internationalization, with sales offices in the USA, UK, France, Portugal, Italy and China, Estal sells to all countries, along with the current collaboration of 11 distributors and agents in Spain and 17 in the USA, South America, Italy, France, Portugal, the Czech Republic, Germany, Belgium, Greece, Moldova, Poland, Australia and the United Arab Emirates.