Ultimately, the two creativity experts, who both have doctorate degrees, wanted to translate this knowledge into a product and thus make it tangible - that’s how the EUREKA Weinspritzer came about. This wine spritzer has an unusual label concept: Depending on gender and body weight, two scales on the label indicate the perfect amount of the beverage to give the drinker’s creativity a real boost. Well then, cheers!
In addition to wine spritzers as a creativity booster, the Nuremberg-based start-up is already working on other innovative products to promote creative behavior.
In particular, it was important to the founders to present the different behaviors and work modes that determine creativity as separate types of bottles and to also integrate creativity exercises in the form of a booklet, tailored to the seven bottle types.
At the same time, KURZ was looking for local cooperation partners to demonstrate its own expertise in the field of packaging embellishment using real, market-ready products. By a happy coincidence, the Fürth company (KURZ) became aware of the Nuremberg business (EUREKA). They clicked immediately, and the project got underway.
Julia Meier, Marketing Manager at KURZ, remembers:
And as is the case when it comes to creativity: Once something works, then it works - with the result that the one label ultimately turned into seven different design variants plus an outer packaging, which now had to be creatively implemented.
The genie in the bottle for fulfilling all creative wishes is once again digital embellishment. The labels were finished with the DM-UNILINER 2D, and the outer packaging - which, incidentally, was also produced in seven color-coordinated variants - with the DM-SMARTLINER. Both elements have been given eye-catching metallizations in matte gold and silver and, when combined, ensure a special unboxing experience.
The shape of the cylindrical outer packaging is inspired by high-quality whiskey packaging, although for the EUREKA Weinspritzer it is not closed, but open at the top and bottom. It fits so tightly that the bottle cannot fall out and boasts exciting texts with additional decorative elements and metallization on the inside. At the same time, it serves as a holder for the booklet with creativity exercises for each type of bottle. So, there’s something to discover here on all levels.
The upper end of the outer packaging is jagged and, according to Matthias Miederer, Product Manager Digital Embellishment Solutions at KURZ, looks like a ‘designer crown.’
KURZ offers its customers a complete package for digital finishing solutions from a single source: High-performance digital transfer machines such as DM-SMARTLINER and DM-UNILINER 2D, brilliant digital transfer coating, and efficiency-enhancing application software. Turning products into real premium eye-catchers!
Martin Meinel, co-founder of EUREKA, also praises the cooperation with KURZ:
Of course, the important topic of sustainability also plays a major role in a project like this. With digital finishing using DM-UNILINER 2D and DM-SMARTLINER, no plastic film remains on the label or the packaging. The outer packaging of the EUREKA wine spritzer can therefore be disposed of in paper waste and is recyclable.
Finally, bear in mind that how much EUREKA Weinspritzer was actually consumed during this project will naturally remains the secret of the creative collaborators! But there’s another truth in wine - and that’s the fact that