Image courtesy of Supperstudio. Avery Dennison presented at an event in Barcelona together with superstudio and all the collaborators the project Once upon a time on Wednesday June 21, which aims to inspire brands in the 'beauty' segment with 10 concepts based on innovation and commitment. Innovation in new uses, applications, techniques and finishes. Commitment to the environment, through the use of sustainable materials, and commitment to society, through the review of messages that build a fairer and more equal coexistence.
Once upon a time began to take shape a little over a year ago with a very clear objective: “to show the beauty industry the possibilities that label materials could offer their products. Brands that are above all experience. And precisely the label could offer a new brand experience, with its textures, finishes and shapes”, he explains. Miguel García, Avery Dennison BDM Premium Solutions
Traditional tales have served as inspiration for Supperstudio, for the conceptualization and design of this project that "rethinks each of the messages that we have always been told with the aim of adapting them to the society of 2023" as explained by its creative director, Paco Adin. “Movements such as body positive, age discrimination or gender diversity are some of the themes that we develop in the 10 concepts that make up Once Upon a time”.
rethink the stories
A project committed to society, through the revision of the messages of traditional tales, which seeks to build a more just and egalitarian world.
Mirror mirror, a concept designed for a perfume inspired by the Snow White story. It shows how kindness, empathy, sincerity and love are the values that define true beauty. You will find it if you look within. True beauty is beyond the reflection of a mirror.
huff&puff, a collection of three perfumes inspired by the tale of The Three Little Pigs with a very clear message. I will huff and puff and your prejudices I will tear down. There is no single lifestyle. It's time for you to start respecting and stop judging others, let everyone live by their own rules.
honeysty, a honey-scented candle with a wooden wick inspired by Pinocchio. Honesty will take you far. Don't let the trends from Tik Tok to Instagram mark your path. Let your conscience guide you. Be honest with yourself. Be authentic.
In addition to rethinking the messages, each one of the concepts innovates in the use of the applications, using labels of different materials both in the cases and the containers, and which is surprising due to the use of disruptive techniques and materials in the stoppers. As is the case with the 3 Huff& Puff plugs made with 3D Full Color printing or the plug inspired by Peter Punk's studded necklaces, a concept that invites us not to lose our youthful spirit and to continue having a rebellious attitude.
The collaborators
This project has been executed in collaboration with Estal, Egisa, Amorim Top Series Kurz, Etinsa and Etiquel.
During the presentation in Barcelona, Carlos Labori, CEO of Egisa, a manufacturer of high-end cases, acknowledges that "the demands of this project have been a motivation from the outset and they did not hesitate to use all the technical and human resources to make it a reality."
catarina coast, from Amorin Top Series responsible for the development and production of closures, assures that "the great challenge of this project has been to get out of the comfort zone and look for innovative solutions"
Cristian Sillero, from Kurz, in charge of all the special finishes, commented that “Once Upon a time has forced them to take a little step further in the execution of each one of the concepts”.
Celice Kwapich, from Estal, a company specializing in premium solutions for the world of packaging, "highlighted the visibility that this type of project offers glass and the crucial role that innovation plays in this entire process".
Ana Garcia, of Etinsa, pointed out the importance of this project that "although it comes out of what we do every day, it really forces us to rethink and reach totally new places".
Finally, Celestine Costa, from Etiquel, highlighted "the challenge that this project has entailed and the need to put all the knowledge to obtain a spectacular result".
