QLM Label Makers recently worked with Pukara Estate, an Australian olive oil, vinegar and gourmet food manufacturer, to produce truly unique and innovative label designs for their Connoisseur Club members.
"Our Connoisseur Club was established to offer our loyal membership exclusive offers and promotions. Our label design has been long established in the market and I am still reluctant to make significant changes to our label design simply for the sake of change, however the chance to explore an alternative design for our club membership was an opportunity for us to create something different,” said Steve Goodchild, Pukara Estate.
This presented QLM Label Makers the challenge to design and print a customised 'art series' that would give Pukara's club members something truly unique.
By working with the team at HP Indigo, QLM was able to combine the technology of their HP Indigo label presses with the HP Mosaic software. The Mosaic software has been used to create customised tiling effects in designs, like those seen in Coke and Nutella product sleeves.
Lindsay Nutley, marketing manager for the QLM Group worked with Pukara Estate throughout the project from concept to design, sampling and production. For QLM, this project provided the first market application of 'Mosaic' technology in the self-adhesive label space and is part of a number of ongoing projects aimed at utilising the power of personalisation and customisation to generate increased sales.
"This project was designed to be something special for Pukara, but most importantly it needed to be done in a style that reflected their brand. The complexity was finding a range of images and then working out the right way of using them to achieve the desired result. It’s not as simple as putting an image on a product. As well as being unique it had to be something stylish that people would want to have on display in their kitchen," said Nutley.
The design and production process involved confirming 'seed' files from which designs were finalised. The software to press process is seamless and the HP Indigo platform, supported by the Currie Group in Australia, provide the QLM Group with additional print capacity and the advantages of personalisation and customisation that is the hallmark of digital print technology.
Despite some initial reservations, Goodchild confirmed: "The response has been overwhelmingly pleasing. From our production staff to our tasting rooms and social media platforms. The labels are certainly catching people's attention and converting into additional sales. We are definitely observing strong growth in our club membership."
The designs can be viewed online: https://www.pukaraestate. com.au/connoisseur-club-special-evoo.