USHA

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 global population has tripled since the mid-20th century, reaching 8.0 billion in November 2022 from an estimated 2.5 billion in 1950. Over the next 30 years, this is projected to increase by 2 billion, primarily due to more people reproducing as well as a gradual increase in human lifespan. The repercussions of this will be profound for future generations.

The growing problem of overpopulation inspired one of the prototypes in our Elements envelope — USHA — a Gin concept aimed to raise awareness of this pressing issue. Hindu mythology refers to Usha as the goddess of dawn and rebirth, representing life. She is credited with letting the earth rise against darkness every morning, initiating all human activities, and counting the time left for all living creatures.

The label used for USHA features our Fasson® Cane Fiber Paper White, which is made from 95% sugarcane by-products and 5% hemp and linen. In the background, the handmade paint reflects dawn's primary colors, while the striking golden line represents Usha's chariot, which brings the sun out each morning. USHA is written in its original language on the front label, along with part of an ancient poem dedicated to the goddess. 

This prototype demonstrates how luxury brands can pair sustainable labels with digital triggers, such as NFC tags, and bridge the physical and digital worlds. After all, by providing consumers with information about sustainable options through intelligent labels, brands can develop a deeper connection with consumers through interactive storytelling — such as raising awareness about overpopulation.

Together with our partners at ESTAL, Favini, Grafical, Luxoro-KURZ and O,nice! Design Studio, we have developed six ‘Element’ prototypes that showcase how our premium, sustainable, and security portfolios can integrate with digital triggers, such as NFC tags, to communicate with consumers.

The label also connects the physical with the digital through the use of digital identities. When scanned, the NFC tag will direct the consumer to a dedicated landing page, further educating them about a specific topic. The prototype demonstrates how brands can enable digital triggers into their labels, monitor various metrics, and interact directly with their consumers. We offer a variety of digital ID solutions, along with atma.io connected product cloud. Through this, brands can manage supply chains, reach individual customers, and improve sustainability. 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.