Make a Mark is a packaging project led by Estal Packaging, Avery Dennison and Leonhard Kurz. Each year, a group of top design agencies is invited to present their projects related to three main themes: sustainability, luxury, and innovation. A unique opportunity to fully unleash the creative capacity of the studio with the support of these three leading enterprises in the packaging sector.
Two design aspects converge in “EDIT(036]”: on the one hand, the concept of customisation, the possibility of the user participating directly in the final configuration of the object; and on the other, the incorporation of the emotional dimension as an important part of the relationship between object and user. Postmodern design reproached the International Style for its coldness, its intransigent determination to focus the project on functionality and production, on the strict value of exchange and use; and it brought to the table all the communicative values of the Object – what Baudrillard called sign value – namely, the capacity of the object to represent us, to speak about u to transmit our lifestyle, and to do so not only on the outside, but also on the inside, to ourselves establishing an emotional link between the object (in this case the packaging] and ourselves that transcends functionality, that goes beyond.
“EDIT (036)” combines industrial techniques with artisanal processes. This is currently a rising trend because it has a direct impact on a product’s sustainability and, moreover, this practice is becoming increasingly widespread in the world of luxury goods, where the excellence and exclusivity of artist production – which combines the tradition, uniqueness and warmth of handmade products – is especially valued.
EDIT (836]” plays with two elements, designed under rigorous sustainability parameters: a central glass piece, specially designed, which can be presented in 5 different finishes, and another piece that can be used as a cap and as the base of the bottle. This last piece is presented in 6 different forms, hence “EDIT(036)”, since there are 36 possible combinations of 6 plug geometries with 6 bases. Each of them is offered in 5 materials that, in turn, are presented in 5 different finishes each, so that the user can create his own bottle, choosing the model he wants in glass, cap and base, among 40,580 possible combinations.
The bottle bears a label with information about the perfume and the logo and is presented in a rigid lined box that closes with a label that is also customizable. The customization process is carried out through a website in which the user sees and decides the different characteristics of each of the components.
- Agency/Creative: Laverrnia & Cienfuegos
- Article Title: EDIT (036). Lavernia Cienfuegos for Make a Mark Project
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Spain
- Agency/Creative City: Valencia
- Market Region: Europe
- Project Deliverables: Concept Art, Packaging Design
- Format: Bottle, Box
- Industry: Beauty/Cosmetics
- Keywords: luxury, innovation, packaaging, sustainability
Creative Direction: Lavernia & Cienfuegos