How Make a Mark is shaping the future of luxury packaging
 

Let’s set the scene. You’re stepping into an open gallery space, sleekly designed to showcase luxury packaging concepts in an unexpected, contemporary way. Rows of bottles and containers from world-renowned designers catch the eye, each with its own story, standing as a testament to art, craftsmanship and innovation. This was the scene at the Make a Mark (MxM) booth during Luxe Pack Monaco 2024, where the latest design breakthroughs captured the hearts and minds of brands and industry creatives.

While past exhibitions focused on unveiling brand-new projects, this year was different. Vladimir Tyulpin, Market Segment Leader of Premium Packaging Solutions at Avery Dennison, and Marco Cavallini, Make a Mark Manager at Estal, sat down to reflect on this shift, sharing their thoughts on how the initiative has evolved and what lies ahead for the future of luxury packaging.
 

The evolution of Make a Mark

According to Marco, this year's exhibition brought a refreshing change. Instead of a closed-off booth where visitors queued to view newly-launched creations, the space was completely open, welcoming over 200 visitors to explore and experience 58 packaging designs curated from the past three years. "It was a great opportunity for new people to get to know the project," Marco noted, emphasizing the importance of showcasing all the editions at once. "The open space and new branding created a strong impression." Visitors who hadn't seen the previous editions before were struck by the creativity and innovation on display, making this year's presentation a powerful showcase of its journey so far.

Make a Mark, launched in 2021 as a three-year innovation project, has since evolved beyond its initial scope. What began as an experimental collaboration between Estal, Avery Dennison and Kurz has now grown into a global platform for designers and packaging visionaries. Each year, 20 designers were invited to participate, creating their "dream project" within an open brief focused on luxury and sustainability. The resulting pieces were showcased in a beautifully produced book and at the Monaco event.

Vladimir reflected on the project's success, saying, "Initially, it was a three-year project, but due to its overwhelming success, we wanted to continue." He explained that this year, the team took a step back to reframe the project's identity and focus on rebranding efforts. "The 'X' in MxM is now a 3D design that integrates elements from all three partners," Marco added. This rebranding, which saw the project logo evolve into a more dynamic and playful form, reflects the shift from a serious, flat representation to a more engaging, inclusive identity. "We've grown from a trial project into a community," Marco emphasized, noting that the project's growing influence within the packaging industry has allowed it to become a space for collaboration, creativity and innovation.

Pushing boundaries and inspiring creativity

Looking ahead, the project's expansion continues. While some details are being kept under wraps for now, both Marco and Vladimir hinted at new and exciting plans for the future. "There will be another set of designers next year," Vladimir confirmed, but with some changes to allow for a more comprehensive and higher-quality output. "We want to focus more on excellence, bringing a more refined experience," he said.

In addition, the next iteration of Make a Mark will explore deeper connections between design and technology, encouraging designers to not only create physical packaging but also consider how their designs can interact with customers. "We're asking them to push the boundaries on both the communication and connectivity aspects of their designs," Marco explained, envisioning a future where packaging might raise the bar for engagement.
 

Setting the standard for luxury packaging

As the project grows, so too does its influence on the luxury packaging industry. Marco noted that many of the designs showcased through Make a Mark are striking in their aesthetic and unique in their functionality and sustainability. "Luxury is our base," he said, highlighting how the projects work to set new standards for high-end packaging by merging sustainability with cutting-edge design.

Yet, as Vladimir humbly pointed out, Make a Mark isn't necessarily here to set trends but rather to "inspire creativity and encourage designers to break trends." He believes that the project's direct influence on the industry and its ethos of pushing boundaries has already begun to inspire others. "I see some projects coming out that remind me of what we have been doing," he said, acknowledging that its impact is starting to be felt in the broader design world.

Conversations that lead to innovation

Beyond the eye-catching designs on display, one of the core strengths of Make a Mark is its ability to foster conversations that lead to future collaborations. Marco noted, "What's special about Luxe Pack is that it doesn't just bring in designers, but also brands and manufacturers. That's when the magic really starts to happen." Indeed, Make a Mark also pushes brands to be brave and bold, encouraging them to step outside traditional boundaries and embrace more innovative, daring approaches. 

The goal is to help brands feel empowered to offer more creative briefs and to collaborate with designers in ways that can lead to truly groundbreaking work. By inspiring both sides—designers and brands—the initiative creates a space where creative thinking thrives, cultivating a community that challenges the norms and redefines the future of luxury packaging.

AsMake a Mark moves forward, it's clear that this platform will continue to grow. With a focus on quality, sustainability and pushing the boundaries of what's possible, the project is set to leave a lasting mark on the future of luxury packaging—and beyond.

Watch this space because, as both Marco and Vladimir hinted, "this is only the beginning."

Ready to see the magic for yourself? Explore all 58 Make a Mark designs at makeamark.world