Fluorescent labels, sensory-enhanced bottles and designs with their own message - visionary packaging concepts that rethink design and technology have been created under the ‘Make a Mark’ name since 2021. The innovation platform brings international creatives together with leading packaging specialists - and offers space for bold ideas, experimental approaches and inspiring collaborations.
Make a Mark deliberately applies a different principle to conventional design competitions: Instead of competition, the focus is on the joint creative process. International design studios develop visionary packaging ideas - supported by the three initiators Estal (glass), Avery Dennison (label materials) and LEONHARD KURZ (finishing technologies).
The focus is on exploring design possibilities beyond commercial specifications. Without commercial pressure to succeed, designs are created that open up new perspectives on high-quality packaging design. The platform offers creative minds access to a wide range of technologies and materials. In addition to the three main partners, label printers, cap manufacturers and machine builders also contribute their expertise. This allows the participating studios to experiment with innovative processes - such as the finishing technologies from KURZ - and develop creative ideas that not only inspire, but often also serve as a source of inspiration for new, bold approaches in everyday commercial design.
Three years, around sixty visionary packaging designs and countless creative impulses - Make a Mark was originally conceived as a temporary project. However, the platform has developed into a real model for success. That's why it was continued in 2024 - with a special edition that reflects the journey so far and opens up new perspectives at the same time: Make x Mark.
The special edition represents the further development of the platform - in terms of content, visuals and strategy. It underlines the central idea of Make a Mark not only as an innovation space for creative packaging ideas, but also as a community that connects people, brands and technology partners. As a co-initiator, KURZ remains committed - with technological expertise, creative experience and a great deal of passion for forward-looking packaging design.
At the center of the edition is the "x" - as a symbol for creative intersections, exchange, and the connection between industry and design. It functions as a flexible, cross-brand design element and was conceived jointly by the three main partners KURZ, Avery Dennison and Estal. Each partner has also developed its own interpretation, which makes its individual stance within the cooperation visible.
The KURZ-x was designed by Annie Kuschel, Head of Design Management Packaging and Print at KURZ. She describes it like this:
"Our x stands for collaboration at eye level, for creative openness and for designing new things together - with a lot of joy in experimentation. At the same time, the symbol also reflects the creative diversity that our innovative finishing technologies make possible."
The three partners and designers from the past three project years were also involved in the relaunch. They had the opportunity to design their own x - inspired by their original Make a Mark projects. Their designs reflect elements of the packaging designs of the time - be it in shape, color, or concept. The result is an impressive collection of individual x-designs that reveal the creative diversity of the community and the creative depth of each individual project.
The new brand identity was presented at an atmospheric evening event at Luxepack 2024, where the 58 design concepts from the last three years were also exhibited. These included designs that had already been launched on the market as well as award-winning creations from renowned design studios such as Yummy Stories, ARD Agency, and Backbone Branding. The event was accompanied by the publication of a new, deliberately minimalist-style project book. The book not only documents the x-designs created, but also the stories and ideas behind them.
The new structure of Make a Mark is based on two pillars: Projects and Community. In the new project year, twelve selected designers will once again join forces with the three partners to develop creative packaging concepts. In order to create more space for in-depth content, technical exchange and individual implementation, the number of projects per year has been reduced from twenty to twelve.
At the same time, the focus is shifting more towards the community: Direct dialog between design studios, brands, suppliers and technology partners is to be further promoted - through joint events, personal encounters and continuous collaboration on an equal footing. Make x Mark sees itself as a forum in which creative impulses and innovative solutions can emerge and sustainable networks can grow - beyond competition and market logic.
"For KURZ, Make x Mark is much more than a creative project. It is a platform where we can showcase our technological expertise in a design context - and an opportunity to break new ground with the support of creative minds," says Julia Hiltl, Head of Marketing BAI. Topics such as sustainability, material innovation, and multi-sensory experiences find an experimental environment here.
Many employees from different areas - from design management, application technology and sales to the subsidiaries H+M and ISIMAT - have been actively involved in Make a Mark in recent years. Their expertise and commitment to have played a key role in ensuring that the project has met with such a great response from both the design world and the industry.
The launch of the fourth edition marks the start of a new chapter for Make x Mark. The next projects are already being planned - and KURZ is once again contributing innovative finishing ideas to the collaboration. The dialog with designers, brands and technology partners remains a central component of the project. After all, Make x Mark is an impressive example of how interdisciplinary collaboration can generate new ideas for the packaging industry - and how KURZ is helping to shape the future.
All previous projects, exciting insights behind the scenes, and the latest news can be found on the Mark a Mark website and on Instagram. Join us on our journey to the packaging of tomorrow.
https://makeamark.world/
https://www.instagram.com/makeamarkproject/
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