Design agency: O,Nice! Design Studio
Creative Director: Stefano Torregrossa
Label materials: Avery Dennison
NFC tags: Avery Dennison Smartrac
Embellishments and print tooling: Luxoro-KURZ and H+M
Glass bottles: Estal
According to the UN, more than 3.5 billion people live in areas with water scarcity, a number which is expected to rise to more than 5 billion by 2050. Meanwhile, over half of the world's population lacks access to safe sanitation services. Simply put, the importance of water in societal development, resource production, and human survival cannot be stressed enough.
Since 90% of natural disasters, such as floods and droughts, are weather-related, water serves as the bridge between the environment and society in adaptation to climate change. Moreover, as the global population increases, water resources are increasingly under pressure from competing commercial demands to ensure communities have enough.
Inspired by this global concern, GALATEA, our Greek wine concept, is designed to highlight the issue of water scarcity. According to Greek mythology, Galatea was one of the fifty Nereids and the goddess of calm seas. Thus, the ideal source of inspiration when it comes to increasing awareness of the shortage of water.
The GALATEA label features our Fasson® Cotton White paper, which is made from 100% cotton fibers. A large blue wave covers the whole label in a light blue texture, reinforced by embossing and blue metallic drops — highlighting the sea as its main protagonist. A typical letterpress style is used for the bottom text, with grungy letters and overprinting, while a small poem on the back pays further homage to Galatea.
As exhibited in this prototype, luxury brands can pair sustainable labels with digital triggers, such as NFC tags, to bridge the physical and digital worlds. Through intelligent labels, brands can develop a deeper connection with consumers through interactive storytelling — such as raising awareness about water scarcity.
In partnership with ESTAL, Favini, Grafical, Luxoro-KURZ and O,nice! Design Studio, we have crafted six 'Element' prototypes demonstrating how digital triggers, such as NFC tags, can be integrated with our premium, sustainable, and security portfolios to communicate with consumers and further engage them with brand stories.
GALATEA's label also connects the physical with the digital through the use of intelligent labels. Upon scanning the NFC tag, a dedicated landing page will provide more information to the consumer. The prototype showcases how brands can embed digital triggers into their labels, monitor various metrics, and interact directly with their buyers. We offer a variety of digital ID solutions, along with atma.io connected product cloud. Through this, brands can manage supply chains, and reach individual customers. However, the most important advantage is that it allows brands to tell a story about their products, values and, in this case, educate consumers on environmental concerns facing the world today.
We hope you will be inspired even more by reading about our other prototypes in the Elements envelope. Explore how sustainable materials can help you create a premium look and feel for your products while keeping the environment in mind, and learn how you can harness the power of connected products to communicate your brand story.