South African design agency unveils trailblazing design at global packaging expo
Bravo Design included as sole African agency with project called Karoo Mermaid.
Bravo Design included as sole African agency with project called Karoo Mermaid.
A South African graphic design agency was among 20 illustrious design agencies – and the sole African representative - who unveiled their “trailblazing new packaging designs” as part of the Make a Mark showcase at Luxe Pack Monaco yesterday.
Bravo Design (Bravo), a graphic design agency based in Cape Town, used the Mark a Mark exhibition platform created to accelerate creative packaging innovation in Wines and Spirits, Beauty and Fragrance, and Gourmet Food sector, to showcase the transformative potential of artificial intelligence (AI). The selected agencies – from Switzerland, USA, Italy, Thailand, India, Demark, Mexico, Spain, UK France and others - were given creative freedom and tasked with submitting a prototype design to be presented at Luxe Pack Monaco 2023, a premier trade show for creative packaging.
The Make a Mark project annually selects a group of leading packaging design firms to present their projects based on materials provided by project partners, ESTAL, Avery Dennison, and Leonhard KURZ, and are keyed to three principle themes: sustainability, luxury and innovation.
The Make a Mark project annually selects a group of leading packaging design firms to present their projects based on materials provided by project partners, ESTAL, Avery Dennison, and Leonhard KURZ, and are keyed to three principle themes: sustainability, luxury and innovation.
Seeking to create a product authentically rooted in South African culture, Bravo drew inspiration from the folklore of ‘Karoo Mermaid’ to unveil their packaging prototype for a Blue Agave spirit, made from the indigenous plants which grow in the semi-arid Karoo landscape.
“Here, our research led us to rock art paintings depicting creatures with the upper bodies of humans, and fish-tails, on the walls of caves high in the mountains. South Africa’s culture is rich with fabled storytelling and myths, but we found the folklore of 'Karoo Mermaid’ especially intriguing,” said John Nicolson, Bravo art director.
Bravo took the unconventional route of incorporating AI to guide the design's conceptual journey. "We merged centuries-old creative storytelling with modern technology. What would a product that embodies both futuristic design and the soul of creativity end up looking like,” said Nicolson. The agency harnessed AI tools including ChatGPT and Midjourney, to generate patterns and textures inspired by the scales of mermaids and the natural symmetry of the Agave plant.
Among the notable innovations in 'Karoo Mermaid' is the bottle's base, provided by ESTAL, which ingeniously mirrors the tranquil pools of the Karoo, mythical congregations for the mermaids. Adding a layer of ingenuity, the design incorporates a colour-changing foil that mimics the mesmerising play of light on mermaid scales. This exclusive foil was engineered especially for the project by globally acclaimed packaging company Leonhard Kurz. Multiple embossing and foil applications were included as a single print run by German-based print company, Vollherbst.
“To be invited to participate in Make a Mark is to be recognised among the creative giants of the design industry and was a massive honour for our team,” said Brenden Schwartz, Bravo founder. “Make a Mark is a beacon of innovation, dedicated to exploring cutting-edge packaging trends, igniting fresh ideas, and propelling design and packaging into uncharted territories.”
The project took eight months to complete. “As designers our creativity is often constrained by budgets and accepted realities, but with Make a Mark these constraints did not exist. Allowed this free reign, it took the team some time to zone-in on a particular focus for this project – once we did, we found that we could push the other packaging leaders beyond conventions, too, and we were astounded by the result. It is certainly unlike anything we have ever seen,” Schwartz said.
In a joint statement on behalf of ESTAL, Avery Dennison and KURZ, Vladimir Tyulpin, Avery Dennison’s Market Segment Leader for Premium Packaging Solutions said: “Year after year our designers continue to push boundaries in luxury packaging design. This year’s designs invite us all to learn more about how to harness the power of packaging, and to jointly expand our knowledge of decorative materials and packaging containers. The teams involved have highlighted the endless possibilities of our industry and we are extremely proud that beyond the project itself, we are forming a dynamic, creative community of thinkers and rebels—all united by our love for glass, labelling, packaging, and the desire to create new things.”
Technical and creative specs:
Concept ‘KAROO MERMAID’
Creative Director: Brenden Schwartz
Creative team: John Nicolson (Art Director), Louwrens Venter (Art Director, Senior Designer), Stven Felmore (3D Bottle Development), and Morgan Fairman (3D Renders and Finishing Art)
Glass Bottle: Estal DA CLARIOR 700ml with embossing
Label Material: Avery Dennison Fasson® Cotton White
Transfer Foils: KURZ LUXOR® 308, LUXOR® 377, LUXOR® 427, TRUSTCOLOR® A01
Closure: Tapi
Print methods: Digital printing, hot stamping, embossing, nano and texture embossing with H+M tools, satin varnish
Print partner: Vollherbst
About Bravo Design:
Bravo Design is a distinguished design agency based in Cape Town, renowned for its innovative and boundary-pushing approaches to design. With a team of skilled designers who blend heritage, creativity, and technology seamlessly, Bravo Design stands as a beacon of Africa's immense design potential. The agency specialises in packaging design and has gained international acclaim for its unique visions that captivate and inspire.
About Make a Mark:
Make a Mark is a visionary design project conceived by industry leaders ESTAL, Avery Dennison, and Leonhard KURZ. It brings together twenty of the world's most eminent packaging design companies annually to create awe-inspiring pieces for the wines and spirits sector. These creations are showcased at Luxe Pack Monaco and the Make a Mark annual exhibition, celebrating the fusion of heritage, innovation, and design excellence.
About Make a Mark:
Make a Mark is a visionary design project conceived by industry leaders ESTAL, Avery Dennison, and Leonhard KURZ. It brings together twenty of the world's most eminent packaging design companies annually to create awe-inspiring pieces for the wines and spirits sector. These creations are showcased at Luxe Pack Monaco and the Make a Mark annual exhibition, celebrating the fusion of heritage, innovation, and design excellence.
