Zoic, a Luminous design from our Concept Lab

The Concept Lab
Avery Dennison
Night Skye Black + Snowbound White
Asia, The Americas, Middle East, Europe, Africa, Oceania

To celebrate the release of the Luminous collection the M_use team, led by Designer Brian Bornhoeft, created a new wine label prototype⁠—Zoic. Created in Avery Dennison’s Concept Lab, Zoic is a prototype label design for a white wine, featuring a layered label designed to withstand ice bucket conditions.

Join Brian and the team in the Concept Lab to see our prototype process from concept to creation.

We’d never tell a creator how to create. Everyone’s process is different.

For some, design can begin with nothing more than a due date. Others, a full creative brief with a clear-sighted vision. This project started with a request from our marketing team: Show us what the new Luminous collection materials are capable of by creating a prototype wine label.

To get started with a prototype project like this, we always prefer to start with a common constraint. For labels, that’s usually form. Designing with adhesive materials is equal parts artistry and science⁠—determining your canvas early can help the entire process run smoothly.

This particular vessel is a rigid, soft-shouldered, clear glass wine bottle⁠—one commonly used for white wine. Tapers and compound curves can be a challenging surface to decorate, so we’re choosing to avoid pronounced graphics on those areas of the form. After locating and measuring a 9.5” x 4” artboard of more usable real estate on the bottle, it’s time to consider materials.

With a rough sketch and form in hand, we begin by sifting through the Wine and Spirits portfolio⁠—an array of classic, contemporary, and specialty papers and films. Having been asked to feature selections from the Luminous Collection, our team agrees on pairing Night Skye Black with a new material Snowbound White. Part of the Luminous Collection, Snowbound White is a pearlescent coated paper with a blue/white celestial shimmering effect. 

For extra effect we add a clear film component, which will elevate the premium facestock. Because white wines are often served chilled, we ensure that our adhesives are appropriate for cold applications. All three materials share a 1.2 Mil PET liner, which is great for die cutting and embossed finishes. 

And now, onto production!

Taking a “measure twice, cut once approach,” we create a tape-up dummy from scale printouts on bond paper. A few rounds of corrective size adjustments later, and the artwork is prepared for converting.


After printing, foiling, and cutting, we’re ready for assembly. With a sharp eye and a soft touch, everything for this custom prototype is hand applied.

As a note, it’s paramount to wear gloves when working with clear film, as any exposed fingers will create an impression on the adhesive. Lastly, we align and stack our Luminous materials over the film layer to complete our label build. 

For a finishing touch, we decide to 3D print a stamp to adorn a wax application atop the bottle. Adding glitter to the wax helps mirror the label finishings, and carries our attention to detail from top to bottom.

The labeling of Zoic is a study in balance, depth, and radiance. Organic forms draw the eye by illustrating simulated and reflected light properties, warmly illuminated by a golden metallic finish. Contrasting material choices from the Luminous collection create a juxtaposed, yet inseparable harmony, that ultimately reflects the wine’s flavor profile and blend.

Brian says the Zoic label prototype for white wine will be used during The Concept Lab’s Ideation Sessions—collaborative design sessions for brands looking for greater shelf appeal, fresh label and packaging insights, and greater process efficiencies. Contact us to learn if an Ideation Session might be the right solution for you.