Conceptual work gets a bad rap because it’s not real. It’s a piece of fiction that more than likely lives as nothing more than a render and a polished case study.

But you could also say that conceptual work shows us what’s possible and allows designers to show you just how much they’re capable of, particularly when it comes to sustainable innovations.

Now in its third year, the exclusive design project Make a Mark returned last week after inviting 20 of the best design agencies across the globe to develop packaging concepts concentrated on luxe sustainability and innovation. The only rules? The project must be in the following categories—wine and spirits, beauty and fragrance, or gourmet foods. And, of course, they need to use ESTAL glass, Avery Dennison labels, and KURZ printing tools (they are the sponsors, after all). Beyond that, every studio was free to experiment with new materials or whatever floats their boat.