NEFERTUM

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
Print: Grafical 
Glass bottles: Estal 
Photos: ADvision
Paper: Favini

The reality of food is different for millions of people worldwide, despite the fact that many of us take it for granted. World hunger reached 828 million in 2021, up 46 million since 2020. With 8% of the world's population predicted to be hungry in 2030, the United Nations indicated that we are moving farther away from our goal of ending this crisis.

While food scarcity has varying causes depending on the area of the world, it is often initiated by poverty, inflation, rising commodity prices, or environmental factors like flooding or drought. Especially now, when the world is still recovering economically from the aftermath of the pandemic and the potential for a global recession, scarcity of food will remain a concern.

This growing crisis requiring public attention inspired one of the prototypes in our Elements envelope — NEFERTUM — our Egyptian perfume concept designed to raise awareness about food scarcity. According to mythology, Nefertum is the god of flowers and plants, representing the harvesting of crops. In many depictions of him, he has a lotus flower on his head, which is associated with creation and rebirth in ancient Egypt due to the way the flower closes at night and opens again in the morning.

The NEFERTUM label is printed on Fasson® rCrush Citrus FSC® paper that's made from 15% juice by-products, 40% post-consumer recycled fibers, and 45% virgin wood pulp. The design is elegant and minimalistic, mainly based on the well-known Egyptian hieroglyphics on walls, while the texture and color of the paper also strongly relate to this ancient theme. Symbols referring to animals and plants on the label are further highlighted with golden micro-embossed elements to reference food scarcity clearly.

The main purpose of this prototype is to demonstrate how 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 food scarcity.

With our partners ESTAL, Favini, Grafical, Luxoro-KURZ and O,nice! Design Studio we have produced six 'Element' prototypes to illustrate 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.

Additionally, the label connects the physical with the digital through the use of intelligent labels, as 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. 

Questions? Reach out to our business development manager to learn more about this project and request the Elements envelope.