Package Design - November/December 2014 - 43

The unique
design for this
bottle collection
strengthened
the recognition
of Diet-Coke's
status as a
name that
values
individuality.

Shift

Digital options provide on-demand,
flexible printing for labels that elevate
brand's conversations with consumers.
B y Ta r a M . P e T T i T

nary,' to life," says Dorin Fisher, brand manager at Coca-Cola Israel. "We
decided to in order to convey the message that each one of our consumers
is unique, we'll do more than just say it-we will actually make it happen."
The brand did make it happen, and on a grand scale. Two million unique
bottles were produced on a HP Indigo press with a new digital printing
technology that contains a special algorithm for mass-producing bottle
labels. The Extraordinary Collection bottle even sparked offshoot market
outlets, which gave consumers the chance to create their own personalized
branded merchandise to further strengthen the recognition of Diet-Coke's
status as a name that values individuality. The large scale production of so
many individualized packages in variety form would not have been quite as
feasible without the option of printing the labels in a digital format. With
digitally printed labels, the brand was able to ramp up its level of targeted
marketing in recent campaigns by way of creative flexibility, a key aspect in
the evolving relationship between brand and consumer that is enhanced by
the technological advancement of our printing processes.

The potential for more creative and customizable packaging, while
obvious in a marketing campaign such as Coca-Cola's, is really hitting
home with smaller manufacturers with custom product, according to Guy
Mikel, owner of Color Label Solutions, a printing company that specializes in helping brands incorporate on-demand color label printing. For
example, Color Label Solutions provides services for one brand, Vape
Dudes, which has built its entire business model on the customization of
its product based on customer request.
Vape Dudes, a U.S.-based e-cigarette juice manufacturer, has felt the
necessity of digital printing processes from an operational perspective
because of the nature of its custom product. Since switching to digital,
not only has production been streamlined to benefit the company economically, but the flexibility of on-demand printing in smaller quantities
specified by individual customer orders has fed into the brand's potential
for more viable creative options in its customization of e-juice bottle
labeling. With the ability to print labels individually, the company has

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Package Design - November/December 2014

Table of Contents for the Digital Edition of Package Design - November/December 2014

Package Design - November/December 2014
Table of Contents
Editor’s Letter
Front Panel
Snapshots
Cultivating Creativity
Thirst for Change
Designing Holiday Packaging
Multi-Platform Performer
The Digital Shift
Design Tech Products
Product Focus
Index of Advertisers
Field Notes
Package Design - November/December 2014 - Intro
Package Design - November/December 2014 - BB1
Package Design - November/December 2014 - BB2
Package Design - November/December 2014 - CW1
Package Design - November/December 2014 - CW2
Package Design - November/December 2014 - Package Design - November/December 2014
Package Design - November/December 2014 - Cover2
Package Design - November/December 2014 - 1
Package Design - November/December 2014 - Table of Contents
Package Design - November/December 2014 - 3
Package Design - November/December 2014 - Editor’s Letter
Package Design - November/December 2014 - 5
Package Design - November/December 2014 - 6
Package Design - November/December 2014 - 7
Package Design - November/December 2014 - Front Panel
Package Design - November/December 2014 - 9
Package Design - November/December 2014 - 10
Package Design - November/December 2014 - 11
Package Design - November/December 2014 - 12
Package Design - November/December 2014 - 13
Package Design - November/December 2014 - Snapshots
Package Design - November/December 2014 - 15
Package Design - November/December 2014 - 16
Package Design - November/December 2014 - 17
Package Design - November/December 2014 - 18
Package Design - November/December 2014 - 19
Package Design - November/December 2014 - Cultivating Creativity
Package Design - November/December 2014 - 21
Package Design - November/December 2014 - 22
Package Design - November/December 2014 - 23
Package Design - November/December 2014 - 24
Package Design - November/December 2014 - 25
Package Design - November/December 2014 - 26
Package Design - November/December 2014 - 27
Package Design - November/December 2014 - Thirst for Change
Package Design - November/December 2014 - 29
Package Design - November/December 2014 - 30
Package Design - November/December 2014 - 31
Package Design - November/December 2014 - Designing Holiday Packaging
Package Design - November/December 2014 - 33
Package Design - November/December 2014 - 34
Package Design - November/December 2014 - 35
Package Design - November/December 2014 - 36
Package Design - November/December 2014 - 37
Package Design - November/December 2014 - Multi-Platform Performer
Package Design - November/December 2014 - 39
Package Design - November/December 2014 - 40
Package Design - November/December 2014 - 41
Package Design - November/December 2014 - The Digital Shift
Package Design - November/December 2014 - 43
Package Design - November/December 2014 - 44
Package Design - November/December 2014 - Design Tech Products
Package Design - November/December 2014 - 46
Package Design - November/December 2014 - 47
Package Design - November/December 2014 - 48
Package Design - November/December 2014 - 49
Package Design - November/December 2014 - 50
Package Design - November/December 2014 - 51
Package Design - November/December 2014 - 52
Package Design - November/December 2014 - 53
Package Design - November/December 2014 - 54
Package Design - November/December 2014 - 55
Package Design - November/December 2014 - Product Focus
Package Design - November/December 2014 - 57
Package Design - November/December 2014 - Index of Advertisers
Package Design - November/December 2014 - 59
Package Design - November/December 2014 - Field Notes
Package Design - November/December 2014 - Cover3
Package Design - November/December 2014 - Cover4
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