Packaging design is crucial for standing out in a competitive market, and when creativity meets cutting-edge technology, the results can be truly memorable. In a recent collaboration, design experts LEONHARD KURZ and EUREKA INNOVATION UG have delivered a unique packaging concept for a wine spritzer that not only catches the eye but also encourages creativity.
EUREKA’s founders, Dr. Tobias Eismann and Dr. Martin Meinel, are experts in human creativity, focusing their research on how it can be stimulated. Their findings revealed that low levels of alcohol, such as those found in a wine spritzer, can enhance creative thinking by lowering inhibitions and promoting open communication. With this insight, the founders set out to create a product that embodied this idea — resulting in a wine spritzer with a thoughtfully designed label and packaging concept, developed in partnership with KURZ.
Creativity Meets Cutting-Edge Decoration Technology
KURZ, renowned for its expertise in surface decoration and design solutions, worked alongside EUREKA to create both a bottle label and outer packaging, available in seven different design variants. The design focuses on the theme of creativity, with the label featuring two scales that indicate the optimal amount of drink based on the consumer’s gender and body weight, promoting creative thinking. This clever design approach helps establish a connection between the product and the consumer.
Drawing inspiration from whisky packaging, the outer packaging is open at the top and wraps snugly around the bottle. The design, which incorporates vibrant colors and eye-catching metallization effects, enhances the unboxing experience. To achieve this, KURZ used its DM-UNILINER 2D technology for the metallization on the labels and DM-SMARTLINER for the outer packaging. The result is a striking combination of metallic finishes and vivid colors.
Digital Printing Technology Paves the Way for Innovation
KURZ’s collaboration with its subsidiaries Steinemann DPE and MPRINT enabled the use of advanced digital printing machines to complete the project. These industrial-scale machines are known for their efficiency and exceptional printing quality. They allow for rapid production and high-quality results in a single print pass, making them ideal for both small batches and larger product runs.
The DM-UNILINER 2D, in particular, stands out as the only machine on the market capable of metallizing uncoated, open-structured papers with high precision, offering extensive creative flexibility. This technology supports a wide range of colors and finishes, enabling small editions, special collections, and large-scale production runs without compromising design quality.
Sustainability and Innovation Combined
In addition to their technical prowess, KURZ is committed to sustainability. The digital printing process used for EUREKA’s wine spritzer packaging eliminates the need for plastic films, meaning the packaging can be disposed of with paper waste and easily recycled. This eco-friendly approach ensures that innovation doesn’t come at the cost of the environment.
KURZ’s end-to-end digital embellishment solutions offer not only high-quality digital printing but also application software and expert design consultation, helping brands bring their creative visions to life while maintaining efficiency and sustainability.
The partnership between KURZ and EUREKA demonstrates the power of creativity and technological innovation, resulting in a packaging design that delivers a memorable experience at the point of sale (POS). This project highlights how the right combination of design, technology, and sustainability can create real added value for both consumers and brands.
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