“Storytelling and values at the core”: Avery Dennison reveals Make a Mark premium packaging ethos
Immersive storytelling through luxury packaging design is a strong emerging theme in the industry, according to Vladimir Tyulpin, Avery Dennison’s market segment leader for Premium Packaging Solutions. “Packaging is no longer just about the packaging — it becomes a storytelling tool for the brand and part of an unforgettable and beautiful experience,” he says.
Photo credits: Make a Mark
Tyulpin explores the evolving landscape of luxury packaging, as exemplified by the 20 innovative designs unveiled by the Make a Mark project. The project, initiated by industry leaders Estal, Avery Dennison and Kurz, challenges global packaging designers to explore environmentally sustainable luxury packaging concepts without budget constraints.
This year’s edition, the third since its inception, focused on the Wines and Spirits, Beauty and Fragrance and Gourmet Food sectors. Designers were encouraged to push creative boundaries, and the resulting prototypes were crafted using glass from Estal, labeling materials from Avery Dennison and printing tools from the Kurz Group.
Tyulpin highlights a pivotal transformation in the premium packaging industry’s values, shaped by the preferences of a new generation of consumers: “The challenge for luxury brands is that a new generation has increasingly divergent value systems from previous generations of consumers.”
Photo credits: Make a Mark
“To attract and keep them engaged, luxury brands are rapidly having to move beyond the traditional notions of luxury — such as status, legacy, prestige and heritage — toward a new set of values: inclusivity, sustainability, transparency, technology, and circular innovation.”
Read full article below!
Source: packaginginsights.com
Condividi l'articolo
Lorem ipsum dolor sit amet, consectetur adipiscing elit Lorem ipsum dolor sit amet, consectetur adipiscing elit
