The Ground Up

Back to basics


Our world is facing an unprecedented environmental crisis. To demonstrate how a selection of label materials can express a brand’s sustainable ethos, Avery Dennison, the global materials science company, teamed up with Mucho to develop speculative products that stem from existing or emerging beauty solutions.

The front of a folder angled away from the lens.

Branding sustainability

Under the theme of Zero Waste Beauty, Mucho worked across its network of design studios to produce a collection of seven unique brands that celebrate beauty both inside and out. These brands are brought to life through a single product, which is paired with a sustainable label material.

An open folder showing label samples.
The Ground Up bottles arranged in a grid and shot at an angle.
Close up of the packaging's wooden laser-etched cap.
Close-up of an embossing on the front label.


Labels – Rotas

Envelope – PLGrafic

Designed at

Mucho Barcelona