Make a Mark Make a Mark

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A bottle. A label. An embellishment. A platform for pushing innovation. A chance to unleash creativity. To showcase talent. To explore new possibilities. To think freely. To take risks. To reinvent without fear. To innovate without constraint. To leave the expected behind. Lead the way. Be brave. Make a Mark

Make a Mark

Make

Make a Mark is an exclusive design innovation project developed by three global industry leaders: Estal, Avery Dennison and LEONHARD KURZ. They have invited some of the world’s top packaging design agencies to take part in creating an inspirational platform for the wine and spirits sector over the course of three years.

Mark

The creatives involved in this project were asked to develop concepts around a briefing focused on the pillars of sustainability, luxury and innovation. Providing access to some of the industry’s latest developments allowed them to use the most up-to-date packaging technologies to bring their ideas to life, free from everyday limitations.

With Make a Mark, we want to provide a platform for starting the conversation and sharing ideas. We want to form a dynamic, creative community of thinkers and rebels – all united by our love for glass, labeling and packaging as well as the desire to create new things. We want to show the magic that happens when all parties in the chain work together.

Participating Designers

Anagrama Mexico

About the book

Possibilities:

“Since packaging is more than just a glass bottle and stopper, we thought, why not join forces with the most respected industry leaders in labeling and finishing — Avery Dennison and LEONHARD KURZ — to see how much further we can push creative innovation? And what if we were to invite a number of the world’s top packaging designers and turn this into something bigger — a creative platform for showcasing new ideas and for building an inspiring design community?” - Gerard Albertí, Estal Thus, Make a Mark was born — a project with the goal of exploring packaging innovations from a 360-degree perspective that includes glass, labels, finishing and design.

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About the book:

The book is our first edition and we plan to produce a new one annually for the next three years. We will continue inviting top designers and promising new talents to participate with the goal of exploring packaging innovations on a 360-degree level that includes glass, labels, finishing and design.

On these pages, you’ll find the culmination of our combined efforts — the result of what happens when you let creatives freely design and explore without the constraints of day-to-day business.

The Brief:

For Make a Mark, the 18 participating design agencies received a briefing focusing on sustainability, luxury and innovation in the wine and spirits packaging industry.

Sustainability What are we looking for? A mindful approach to the environment, organic products and an emphasis on circular processes are top priorities for all of us. Also, a focus on technical innovations plays a strong role in helping to fulfil the three R’s: recycle, reduce and reuse. Luxury Luxury, as an expression of prestige, used to be for the very few. That’s no longer the norm nowadays. This means we can let go of the traditional, pared-back design of luxury packaging and enjoy full license to express ourselves creatively. At the same time, building desire remains key to the luxury space, and we can do that through the use of premium materials and the sensorial tactility they offer — which is especially important in the wine and spirits sector, where shelf appeal is crucial and purchase decisions are made within seconds. Innovation What’s the next big thing in packaging trends? Do you believe there’s an innovation just waiting to be discovered? If so, harness our cutting-edge technological capabilities, let your imagination run wild and create something truly unique and groundbreaking.

The partners

Estal

For more than 25 years, Estal has specialized in providing premium glass bottles solutions to wine, spirits, beverage, gourmet and beauty companies across the globe. With a commitment to innovation and sustainability, Estal promotes maximum creative freedom and is always developing new solutions to achieve unique results.

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Built on a history of industry-leading breakthroughs, Avery Dennison works closely with customers to drive change, solve problems and do what’s never been done before in the world of premium, innovative and sustainable labeling and packaging materials.

Avery Dennison

A global leader in thin film technology, KURZ develops and manufactures decorative, high-end and functional layers applied to carrier foil for a wide range of industries, including labeling and packaging. It is renowned for investing in new technologies and developing innovative and sustainable solutions.

Leonhard KURZ

Make a Mark

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Make a Mark

Anagrama is an international branding, architecture and software development firm with offices in Monterrey and Mexico City.

Boldrini & Ficcardi is a graphic design consultancy specializing in the alcoholic beverage sector.

Boldrini & Ficcardi Argentina

Butterfly Cannon is a conscious design agency that knows just how complex creating sustainable packaging solutions can be.

Butterfly Cannon United Kingdom

Chad Michael Studio is an international, award-winning package design and branding studio dedicated to spirits and specialty goods.

Chad Michael Studio USA

Denomination Design is an agency focused on drinks and spirits. It has an impressive track record of creating memorable, highly-individual drinks brands.

Denomination Australia

Dragon Rouge is an independent graphic design, branding and packaging agency that has been igniting brands and propelling them forward since 1984.

Dragon Rouge China

JVD Estudio is a design studio specializing in branding and packaging, with a focus on the wine industry.

JVD Estudio Chile

MARK Studio is a graphic design firm specializing in packaging design with a focus on wine, beer and spirits, as well as branding and logos.

Mark Studio South Africa

Motherland is a branding and design studio from Sweden that specializes in packaging design, brand identities and logos.

Motherland Sweden

Pocket Rocket Creative is an independent agency that strives to deliver beautiful and alluring packaging for brands.

Pocket Rocket Creative United Kingdom

Rita Rivotti is an award-winning design agency and an expert in premium packaging design with a focus on wine.

Rita Rivotti Portugal

Ruska Martin Associates is a Berlin-based communications and design studio with a strong focus on wine.

Ruska Martin Associates Germany

SeriesNemo is a global design agency focused on branding and packaging design.

SeriesNemo Spain

Servaire & Co is a global creative agency focused on product, packaging, branding and graphic design for luxury goods.

Servaire & Co France

Smith Lumen is a leading independent design agency passionate about creating meaningful and brilliant designs and guided by a love of packaging and branding.

Smith Lumen Italy

Spazio Di Paolo is an Italian design agency known for packaging design and marketing for wine and food.

Spazio Di Paolo Italy

Studio Créa' Design is an independent design agency with a love of packaging and creating brilliant and meaningful work.

Studio Créa’ Design France

Supperstudio is a design and creative agency with a driving passion for packaging and brand identity.

Supperstudio Spain

Anagrama Mexico

Anagrama is an international branding, architecture and software development firm with offices in Monterrey and Mexico City. Its clients include companies from a wide range of industries in countries around the world. The firm also has expertise in the design and development of objects, spaces, software and multimedia projects. Anagrama creates the perfect balance between a boutique design agency and a business consultancy — from focusing on the development of creative pieces with the utmost attention to detail to providing perfect solutions based on data analysis. Services span the complete branding spectrum, including strategic brand consulting, logo design, naming, illustration, architecture, interior design and business-based solutions centered on custom software. Anagrama also breaks away from the traditional agency approach by integrating multidisciplinary teams of creative and business experts.

If Argentinian Malbec had to choose a seal of quality, Boldrini & Ficcardi would probably be its first choice. Founded 30 years ago, the design studio lies in the heart of the prestigious wine-producing region of Mendoza. It has been key to the worldwide growth of Argentinean wine with innovative, elegant and sophisticated designs that have influenced the next generation of wine and spirit makers around the world. Victor Boldrini and Leonardo Ficcardi originally met when they were graphic design students and have worked together for big and small clients around the world since 1991. Born and raised in Mendoza, they have been passionate about wine for decades. They have a great track record in creating memorable names and brands as well as in the strategic development of portfolios for wineries and winegrowers. Their designs have received numerous international awards and they have successfully dabbled in creating packaging for beer, olive oil, vodka, cognac, gin, grappa, whiskey, brandy, singani and other beverages.

Boldrini & Ficcardi Argentina

Butterfly Cannon is an independent, award-winning design agency specializing in aspirational brands and sustainability. It was set up in 2010 by Natalie Alexander and Jon Davies with the goal of producing only the most beautiful and powerful work centered on creative storytelling. Butterfly Cannon has grown year-on-year, widening the sectors in which it works. As it enters its second decade, the agency designs for beauty, drinks, food, wellness and lifestyle brands. Clients include Johnnie Walker, Farrow & Ball, Tanqueray, VOYA, Glenmorangie, Cîroc, Twinings, E&J Gallo Winery, No7 and Baileys. Today, Butterfly Cannon’s collective skill set encompasses brand and design strategy, brand identity, graphic design, experiential design and structural design.

Butterfly Cannon United Kingdom

Participating Designers

The partners

Anagrama Mexico

Boldrini & Ficcardi Argentina

Butterfly Cannon United Kingdom

Chad Michael Studio USA

Denomination Australia

Dragon Rouge China

JVD Estudio Chile

Mark Studio South Africa

Motherland Sweden

Pocket Rocket Creative United Kingdom

Rita Rivotti Portugal

Ruska Martin Associates Germany

SeriesNemo Spain

Servaire & Co France

Smith Lumen Italy

Spazio Di Paolo Italy

Studio Créa’ Design France

Supperstudio Spain

JVD Estudio Chile

SeriesNemo Spain

Spazio Di Paolo Italy

Butterfly Cannon United Kingdom

Smith Lumen Italy

Ruska Martin Associates Germany

Studio Créa’ Design France

Supperstudio Spain

Chad Michael Studio USA

Anagrama Mexico

Rita Rivotti Portugal

Pocket Rocket Creative United Kingdom

Dragon Rouge China

Mark Studio South Africa

Servaire & Co France

Boldrini & Ficcardi Argentina

Motherland Sweden

Denomination Australia

butterflycannon.com

boldrinificcardi.com

anagrama.com

chadmichaelstudio.com

Established in 2014, Chad Michael Studio is an international, full-service branding and package design agency dedicated to the world of alcoholic beverages and other specialty goods. The studio was born with the mindset of only pursuing projects where the passion and excitement for the brand was greater than or equal to that of the client. They believe wholeheartedly that the greatest results are delivered out of passion and persistence. Since its inception, Chad Michael Studio has named, developed and designed over a hundred new brands. CMS prides itself on “from scratch” brand innovation and often creates entire brands, from name to story, for clients that approach them with nothing but a superior product. Select clients include Jack Daniel’s, Coopers’ Craft, Sespe Creek Distillery, St. Laurent Distillerie and Cooper Spirits Co.

Chad Michael Studio USA

denomination.com

Denomination is an award-winning drinks design agency with an impressive track record of creating memorable, highly individual drinks brands. Coming up to its 20th year, the studio has offices in Australia, the UK and the US. Denomination’s clients range from large global players to tiny start-ups, and their work shows impressive scope and diversity in the wine, spirits, cider, beer and non-alcoholic drinks markets. Awarded Drinks Agency of the Year by Harper’s Wine and Spirits in 2016, 2017 and 2019, Denomination has helped countless drinks brands launch or transform through effective brand positioning, storytelling and design. In the past six years, Denomination has won five trophies from the rigorous DBA Design Effectiveness Awards — proving the positive impact of their work on clients’ businesses. In 2021, Denomination was granted Climate Neutral Certified status. As packaging designers, sustainability is high on their agenda and they specialize in helping clients to develop more sustainable and innovative solutions for their brands.

Denomination Australia

dragonrouge.com

Founded in 1984, Dragon Rouge is a global brand strategy and creative agency. They design for brands with bold ideas and brave hearts, using strategy, design and innovations to ignite brands and propel them forward. Giving brands the clarity, vitality and relevance they need to succeed. With eight offices around the world — Paris, London, Hamburg, Warsaw, New York, Sao Paolo, Singapore and Shanghai — they work with client partners on brand strategy and visual identity. This includes brand positioning, architecture, messaging matrix, logo and visual identity, consumer packaging, animation and sonic, key visuals, design guidelines, etc. Their customers in the luxury alcohol and spirits sector include prestigious brands such as Johnnie Walker, ShuiJingFang, Ballantine’s, Ricard and Martell.

Dragon Rouge China

jvdestudio.cl

JVD Estudio was created in 2015 by a team of passionate and curious professionals with training and experience in the various areas of design — including packaging, labels, identity, digital platforms and photography, with a special focus on and experience in the Food and Beverage category. JVD creates projects with stories worth telling, knowing that design improves the quality of people’s lives and makes them happier. They believe that collaborative work between client, supplier and studio is essential for achieving unique, differentiating and also functional designs for the best consumer experience and the best environmental impact.

JVD Estudio Chile

themarkstudio.co.za

MARK Studio was founded in 2011, but no one who works there is named Mark. The name of the company comes from the idea of “making a mark,” which is something they aim to do every day. The agency has won numerous awards for their work. But what really gets them going on a daily basis is that they love what they do and have always believed that creativity is the best way to communicate. Their thinking: great ideas shape great brands, and smart, simple, authentic design makes a real difference. Because they believe the process should be as rewarding as the final product — whether it’s packaging, branding, corporate identity, graphic design or something new — their approach is always highly collaborative. Frederick from MARK Studio says: “I trust my clients and they trust me. That’s the only way to be brave — and to save the world from average design!”

Mark Studio South Africa

motherland.se

Established in 2005, Motherland is both a boutique and a strategic design agency. Their belief is that in these hyper-fragmented times, design can be a powerful force for unifying brand experiences — it makes an instant impression and can link moments in a way that’s both memorable and meaningful. Offering strategy and design expertise to provide commercial leverage to corporations and brands that strive for leadership, Motherland has worked for customers in 23 countries around the globe with products in 168 countries. They have an unparalleled track record of helping brand owners boost sales through statistical modeling, systematic brand strategies and tantalizing package design. Their passion is to help their clients achieve success, and they’ll always go the extra mile to ensure the utmost satisfaction.

Motherland Sweden

thisisprc.com

Pocket Rocket Creative (PRC), based in the heart of Scotland, was founded in 2007 by Gary Dawson, Gary Doherty and Del Sneddon. All three spent their formative careers in marketing agencies as Production Director, Senior Designer and Creative Director respectively, working on blue chip clients such as Lurpak, Coca-Cola, Guinness, The Famous Grouse and Carling among others. The decision to leave employment and launch their own independent agency was driven by a desire for a greater focus on the creative output as opposed to strategic marketing. The PRC team quickly became recognized and rewarded for their packaging expertise, particularly within the drinks industry. Since the business was launched, PRC has picked up numerous awards including “World’s Best Agency” three times at the World Whisky Awards, and “Agency of the Year” at The Scottish Design Awards along with several “Best Packaging” accolades. The business continues to go from strength to strength with an enviable client list and an unrivalled reputation.

Pocket Rocket Creative United Kingdom

ritarivotti.pt

RitaRivotti is a Portuguese, award-winning agency founded in 2004 in Lisbon. Experts in strategic thinking and premium packaging design, RitaRivotti focuses on the wine and olive oil markets, developing strong and unique products based on relevant concepts that are expressed through beautiful visual narratives. RitaRivotti has won several national and international creative awards and works with leading producers in Portugal and Spain.

RitaRivotti Portugal

ruskamartin.com

Ruska Martín is a packaging and communication design agency operating in the beverage, lifestyle, cosmetics, automotive, food and luxury sectors. Founded in Berlin by Spanish creative director Francisca Martín and German creative director Roman Ruska in 1999, the team represents 10 different nationalities working together in Berlin and Valencia for clients around the globe. Regularly ranked among Germany’s top 50 creative agencies, they have over 30 years of experience in packaging and communication and have won over 60 international design awards. Working for brands and clients that range from Casa Pedro Domecq to Coca-Cola, from Domaines Barons de Rothschild Lafite to Mercedes-Benz, and from Villeroy & Boch to NIVEA and countless international wineries and wine brands, the key strength of Ruska Martín lies in their ability to find the essence of a client’s product to create a new dynamic. They’re driven not only by the power that’s generated from creating clear, comprehensive packaging and communication but also when an idea and its execution and imagery speak an entirely new language that’s so sublime it stimulates the senses and mind.

Ruska Martin Associates Portugal

seriesnemo.com

SeriesNemo is a design agency founded in Barcelona by Jokin Arregi and Monse García in 1991. With a team of industrial and graphic designers, the agency has reached the highest level of specialization in the world of glass bottles and packaging. Their various innovations in this sector and in-depth knowledge of the glass and graphics industries make their designs a benchmark in the current wines and spirits design scene worldwide.

SeriesNemo Spain

servaireandco.com

Servaire & Co is a global design agency, designing for leading and disruptive premium and luxury brands. They state: “Luxury is about crafting emotions to leave an everlasting mark on whoever is willing to experience them to the fullest.” For 20 years, Servaire & Co has been crafting experiences through a sharp and fresh design-making approach with a challenger spirit. They are committed to building brand narratives that provide impactful and meaningful creative springboards. Servaire & Co believe that creativity is first and foremost a human adventure. Every day, they mix their talents and various backgrounds to face creative challenges with enthusiasm and rigor. As design is strongly rooted in the agency’s DNA, they combine their passion for creation with the most up-to-date technology and industrial knowledge to identify and address emerging consumer insights. The paragraph mark § best describes their ongoing vision: writing positive and bold stories for renewed and sustainable brand experiences. It lies at the very heart of their identity.

Servaire & Co France

smithlumen.com

Smith Lumen is an award-winning independent creative agency based in the heart of Milan’s design district, founded in 2003 by Drew Smith after decades-long experience as a creative director for several international brand consultancies. They are a passionate, close team with different professional and cultural backgrounds, allowing them to have a broad and original vision. The agency prides itself in taking care of brands at every stage of their lifecycle, keeping them relevant on the market and helping companies to build long-lasting relationships with consumers. In the past decade, the agency has completed more than 4,000 projects for over 350 brands in almost 30 countries worldwide for clients that range from small start-ups to multinationals. Their belief is that diversity and collaboration always lead to new ways of thinking — and, ultimately, more innovative and successful design solutions.

Smith Lumen Italy

spaziodipaolo.it

Spazio Di Paolo is a studio specializing in packaging design for the wine and spirits sector. With over 20 years’ experience, the studio has become one of the most awarded agencies worldwide and holds a collection of over 190 of the most prestigious international awards for packaging design. Mario Di Paolo, founder and creative director of Spazio Di Paolo, grew up in the world of contemporary art working alongside some of the most notable international artists. Today, as a world-famous designer, photographer and editorial artist, Di Paolo defines his studio as “an experience of unprecedented life.” An international trendsetter, Mario Di Paolo is the man behind some of the most revolutionary recent innovations in the field of industrial printing of high end labels, offering brand owners new languages and compelling stand-out on shelf. Trends launched include multi-layered labels, pigments extracted from volcanic dust, gypsum and soil, and also three-dimensional labels that turn packaging into actual sculptures that interact with space and consumer.

Spazio Di Paolo Italy

studio-creadesign.com

In describing the beginnings of her agency, art director Claire Deffarge of creative agency Studio Créa’ Design says, “I discovered the world of printing and wines and spirits in 1980 when I bought my estate in Bordeaux. For 18 years, I worked for a group of printers specializing in adhesive labels and their environment. This is how I learned about the different printing techniques that I put to use in graphic design. With this experience, in 2002, I launched my own agency with the ambition of developing innovative concepts with a ‘French touch’ spirit.” Claire has contributed to the development of many innovations for the industry, including the first wooden labels, luxurious magazine covers that influenced existing codes, the “sculpting of papers” by democratizing embossing methods that were not yet widely used by printers, and the transfer of luxury techniques and codes labels. Today, along with Claire’s team of specialized creatives, the agency provides “haute couture” service to brands — with innovation always as their guiding principle.

Studio Créa’ Design France

supperstudio.com

Supperstudio is a multidisciplinary Spanish branding and packaging agency. Since 2003, it has sought to create the best creative solutions for its clients: big and small brands looking for big ideas. They believe in telling amazing, enchanting stories while keeping things streamlined, simple and true. Their work has been frequently awarded at major packaging shows worldwide (including Pentawards, D&AD Awards, Laus, Vertex, Best!n Food and more), and they are the first Spanish agency to be awarded the Best Design Agency of the Year at Pentawards. In addition to this prestigious award received in Shanghai in 2016, the agency was also recognized at the Vertex Awards as the Best Boutique Agency of the Year in both 2020 and 2021.

Superstudio Spain

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