Package Design - November/December 2014 - 44

design

TECH

been able to expand its product line because it
is now able to label and market as many different types of juices requested.
"Our digital printing processes have had a
tremendous effect on the look of the labels,"
Shelby Lewis, owner of Vape Dudes, remarks.
"And all of our changeover efforts have resulted
in positive feedback. We are using the design of
the labels to reimage ourselves, while using the
label design itself as the backdrops of booths
and in our retail shop marketing materials."
What launched the reimaging of Vape
Dudes' brand was the reimaging of their bottle
label design, a project they were able to take on
after switching to digital printing. Prior to going
digital, the entire labeling process for Vape
Dudes-from ordering the labels to printing
thousands of them at a time-was timeconsuming and made any concept of redesign
seem inconceivable, Lewis further adds. With
the flexibility of being able to just print one label
at a time on a digital printer, the possibilities are
endless for adding creative flair, redesigning or
even customizing individual labels.
"We give the customer the flexibility in
selecting the nicotine levels and ratios of their
juice, which is how we create the product to fit
the customer request," says Lewis. "It was absolutely necessary to have the printing processes
that we have today because of that level of flexibility that we give to the customer."
Also affirming the same level of customization with regards to label design since utilizing
digital printing is the BRS Australia Koala Auto
Kare brand, an Australian-based chemical manufacturer of safe cleaning and conditioning
products for transport and carwash markets.
"The Allen Datagraph Axxis printer has
allowed us to become 'boutique' manufacturers
where we can now offer our clients small runs of
high quality digital label printing for their own
brand requirements," says Andrew Crutchfield,
owner of Koala Auto Kare.
Because the company also offers a private
label program to help its customers sell product
under individual corporate identities, the brand
has made a concerted effort to explore digital
options in order to "sell the concept of self-

The ability to print labels individually has
helped vape Dudes expand its product line
because it is now able to label and market
more types of e-cigarette juice.

promotion to their resellers," which providing
quality, digitally printed labels has helped to
accomplish.
"Our graphic artist has now absorbed the
concept of our customers' requirements and
can churn out first-class label formats that
require little or no change from the first draft,"
says Crutchfield. "Flexibility is the answer here
for me. We can change what we want, when we
want on the label."
Flexibility is a key advantage for many
brands when it comes to digital printing: The
flexibility to print different designs at a time
and to print new designs on-demand with little
to no repercussions for creative play. And it's
flexibility in the printing process that's sparked
the creative potential for seasonal beverage collections, event-inspired messaging, or for the

For morE inFormaTion, visiT * Allen Datagraph Systems Inc., http://allendatagraph.com
* Color Label Solutions, www.colorlabelsolutions.com
44

NOVEMBER/DECEMBER 2014

world to "Share a Coke with Mom."
When most companies today are targeting
micro-markets with specialized products, customization and flexibility in the printing process of a label design becomes extremely
important and can be challenging with more
traditional methods of printing that require
bulk outside orders of labels, as well as lots of
time and money, according to Andy Scherz,
senior product manager at Epson. Digital printing products, unlike with traditional printing,
can make one or 10,000 labels at a time and can
be completed in-house by the people designing
the label, eliminating the bulk order process
with a middle man completely.
"Now the question becomes, 'What about
trying this?' Well, try it!" says Scherz. There's
really no extra effort to make a batch of 50 or
100. If it sells right off the shelf, make more. If it
doesn't sell, it's no harm, no foul. You can actually try new product designs and configurations
that way to see how it works."
And that's what it ultimately comes down to
is the flexibility to be creative. Digital printing
has supported many rebranding efforts as companies begin to identify all the creative possibilities attached to the concept of low volume,
on-demand, "do what we want" label printing.
"It has allowed us to create brand personality,"
says Mikel.
In today's world, brand owners have had to
market differently, working to develop that personal relationship with its consumers by communicating to them in very specific and
individual ways. Why would the method for
communicating the message be held to any
other standard? With digital printing available
as a medium for creative development in label
design, not only will our labels help us market
product towards the individual needs of our
consumers, but our message, through the package it's delivered in, will gradually transform as
we pursue a close relationship with our consumers-a relationship that's now finessed at
the printing press. l
For articles on similar topics, visit the Printing
channel on PackageDesignMag.com
* Epson, www.epson.com
* Hewlett-Packard, www.hp.com
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