Challenge your Agency 2.0
Vota il vincitore!
Challenge your Agency 2.0
Vota il vincitore!
For this year's HP - Challenge Your Agency contest, we decided to involve our client Intercon, a trusted partner in the field of third-party cosmetics, which stands out for its experience and distinctive innovative method.
For some years now, we have been supplying them with labels for several product lines, including for their young brand Aperishower, the +Ready signature family of shower gels with some fragrances from famous aperitif cocktails.
Following the guidelines and the Utopia, we thought outside the box, trying to free ourselves from any established concept and invent something different; we have therefore created a Limited Edition of the Aperishower line with a cocktail flavour manhattan.
The label represents an innovation in printing thanks to the use of a combination of papers and the use of cutting-edge technologies. Our project begins by narrating the theme assigned through a paradox: a packaging without content, a bottle of wine with nothing inside.
The Utopia label is a harmonious combination of:
The project concept is on the fundamental rights of men and women, in 2023 it is still a utopia in the world to be able to love, decide, think and study in complete freedom. Our goal was to want to give life to a product that fully expresses this concept, developing the theme of personalization together with the concept, pioneered by HP technologies.
chase each other, accompanying the fluorescent pink to "scream" the need for freedom. At night, the neon ink becomes a beacon, guiding the message through the darkness of disenfranchisement, full of hope, light, energy.
Each label features:
UTOPIA is an unattainable goal only for those who do not aspire to give life to a dream that can become an infinitely greater idea.
From this concept, we have created our project, a collection of wines that we have called OLTRE.
OLTRE is a dedication to those who are not intimidated by the impossible. To those who have not stopped their vision, ability and courage to do. To those who, despite the fear of not reaching their horizon, continue to walk, as the stories shown of this project, thought 9 character that changed the history of Italy. We have tried to go BEYOND, and we have done so by not only stopping at the design and printing of the label. First, we imagined it, then we developed a project that combined technique, emotion and functionality.
OLTRE is an apparently simple and light label, like the flight of a bird, but which offers a unique experience to those who want to unearth its techniques and hidden meanings:
NB: Both HP Collage & HP MOSICA were used to make each bottle unique and remind us that great ideas know no time limits.
What's the reality? Is there a chance to meet her? Are there other realities? The project reflects and investigates the relationship between us and the ideal, in this case an ideal place. We have focused on the etymology of Utopia, deriving from the Greek which has a double meaning: "no place" and "good place". Utopia would therefore be an ideal place but equally non-existent, or at least unattainable. These concepts were then applied to a label for a bottle of beer, with the aim of recreating a sort of map, a way, to lead us to this ideal place. On the label we find a wind rose, ready to guide us, and an abstract map, which shows the best-known utopian places in literature.
HP Indigo was instrumental in shaping our project exactly as we had imagined it :
We wanted to address the theme of UTOPIA from two points of view: content and technical.
The concept idea is coming from that problematic such as peace, equality, freedom, justice that are delay on our mouth, but they seems not find an allocation different than a utopic world.
But also, to the others, smaller, close to each of us that lead us to wonder if we can reach them. Here courage, happiness, being...
The technical utopia is based on develop a project that included aspects that are not always feasible all together in a real project.
To the question UTOPIA? answer some phrases taken from books or songs that are nothing more than possible answers or stimuli to open your eyes and turn on a light bulb to help you reflect.
HP Indigo was instrumental in shaping our project exactly as we had imagined it :
We decided to develop the theme by resorting to one of the most explored utopias in literature and art: the CITY.
The inspiration comes from one of the most beautiful texts of modern Italian literature, namely The Invisible Cities by Italo Calvino which exposes a very topical theme, that of the city-nature relationship, alongside that of the "unlivable" cities, ours, from which the possible and happy ones leave.
One passage, in particular: "Kublai Kan had noticed that Marco Polo's cities resembled each other, as if the passage from one to another did not imply a journey but an exchange of elements. Now, from each city that Marco described to him, the mind of the Great Kan left on his own, and dismantled the city piece by piece, he rebuilt it in another way, replacing ingredients, moving them, inverting them.“
The city of UTOPIA changes before our eyes. Sometimes more inclined to nature, sometimes anchored to buildings. Crossed by roads where the vineyard wants to emerge. Sometimes absurd elements rain down from the sky. And at night, with the lights off, the city blends in and lights up under the starry sky.
HP Collage was used to evocate in the label the possibile multiplicity and variables. Creating unique possibles cities, therefore "possible utopia“.
We wanted to overturn the classic idea of the red wine label, in which dark colors and classic graphics are usually used. The idea is to attract the customer's curiosity by pausing to observe the bottle in the sales point, using a unusual graphics for a wine label. Very often an invitation to a dinner for two shows up with a bottle of wine and the utopia for us is to communicate only by looking at the bottle.
The utopia in this project is given by the idea of marriage, the cornerstone of couples of the past, today a little less considered. The label does not intend to give value to marriage, as an end act to the union, but to value love, light-heartedness and happiness, which are the reasons why two people decide to embark on a journey together.
The utopia in this label is represented by the type of processing that has been performed:
In optics the Fata Morgana is a complex and unusual form of mirage that can be seen within a narrow band above the horizon. It is a phenomenon frequently observed in the Strait of Messina and handed down by the Normans. It refers to the fata Morgana of Celtic mythology, which induced in sailors’ visions of fantastic castles in the air or on the ground to attract them and then lead them to their death. The phenomenon occurs in different places in the world, by land, by sea, in the polar regions, in the desert. It has inspired numerous poetic works, whose authors provided imaginative explanations of the phenomenon. It also inspired the well-known text of the Flying Dutchman, which according to legend evokes the story of a ghost ship that can never return home and is therefore destined to sail the seas forever.
Our unlimited imagination leads us to see and think of great things. If we go to the bottom, beyond the sea, beyond the horizon, beyond alcohol, what do we really want to see? A world that doesn't exist, that we want but that exists only in our heads, in our thoughts. Fantastic imaginaries that are released after a deep circumspection on us... but also from a few more sips of Amaro.
Using the HP Indigo theconolgy, the lable pushes you to look beyond in different levels of reading
Making everyone's needs unique.
We live in a time in which we often seem to be alone, small islands disconnected from the others present in the archipelago of the world. The years of the pandemic have accentuated this feeling. However, they have also made it clear that we need others, that basically we all have the same needs. Without forgetting the different nuances that each of us has. So, what is the greatest utopia we are facing? Making the needs that we all have in common unique. Like when children find themselves in front of a drawing that has only the outlines and is white inside. Each child needs to color it, but everyone will do it using different colors, tones, shades.
In the same way we all have in common the need to balance work commitments with private ones; we all have values, but everyone has their own; we all want a beautiful and full life, but the way we fill it is different for everyone; we all experience significant moments, but the dates, places and content of those moments are different from person to person. So, what makes physical products that everyone uses unique? The color, which represents the different personalities. The images, which show who we are. The important moments, which are worth living for. The keywords, which indicate our values.
Each product is made unique thanks to HP Indigo technology possibilities:
Our project consisted in layouting a Skira art book in a new graphic format. We decided to interpret the Utopia theme by creating a box set with three volumes, each containing a decade of Japanese graphic art. The main idea was to elevate the book to an object to be displayed and not just to be used on a regular basis; for this reason, the books and the box set have a cut that allows the whole to stand in an unconventional way. The volumes are also provided with bands that can become personalized posters for each sale. In this we wanted to underline the uniqueness of each box.
HP is perfect technolgy for art book, for quality and also number of copy topics.
These books rapresent a good example of HP Indigo possibilites in terms of quality for the art book industriy.
Four-color digital printing (HP Indigo 100K).
Utopia, because the world of comics is already a utopian world and the ability to customize each individual copy has given us the opportunity to "raise the bar" on the possibilities in this already so creative world, to allow the designers to think again more out of the box.
Our aim was to create an innovative and one-of-a-kind print, and we are proud to present you our variable posters.
The reality of MULAC promotes a dimension of authentic beauty, in which make-up becomes a tool for individual expression, a symbol of freedom and creativity. “A cosmetic house that knows how to create a dialogue and meet the highest quality of natural raw materials with the high performances required by make-up professionals.”
In their vision, the pack plays a fundamental role in conveying their values and expressing the disruptive essence of the brand. “The Pack, the best dress ever for everything you love.”
With the proposed project, we want to reiterate how beautiful freedom of expression and the uniqueness of everyone are by going against stereotypes or rules. As a motto: I am perfect in my imperfection. Themes that in today world are still a bit utopic.
We offer a packaging for the packaging of a cosmetic kit consisting of various products that the customer can freely choose. Like the kit, the packaging will also be unique thanks to the printing techniques adopted.
People will be able to actively participate in the campaign through a gamification action: A word search puzzle with hidden adjectives to highlight to express their personality through make-up.
The challenge posed by the theme of the contest allowed us to think outside the box and experiment:
Clessio Lab sells highly customized AF1 sneakers offering a tailored design service. The brand value lies in the importance dedicated to craftsmanship, which transforms each shoe into an authentic collector's piece.
Clessio's creations gained considerable success in the Italian sneaker market. They have become real cult pieces in the trap and rap community, thanks to special projects made in partnership with various trending artists. We developed a box that, thanks to its special opening and the customization of each component, can make the unboxing experience truly memorable. Just like the sneakers, the pack features an out-of-the-ordinary design and, thanks to the printing techniques used, it is characterized by a high-impact personalization that is unique to each product.
The utopia is to unique products, that reflect the uniqueness of each customer as individual, stepping away for approvals of all kinds and types.
In order to make the experience even more captivating and unique we: