G7 Brand Case Study – Diageo

Best practices and color standardization

80
Diageo

A leading consumer brand utilizes standards-based color management to deliver reliably high-impact printed packaging.

International beverage company Diageo owns the top two spirits brands in the world (Johnnie Walker and Smirnoff) as well as 20 of the top 100 spirits brands and a host of regional and specialty brands. Because a significant portion of each brand’s quality and appeal is communicated via its printed packaging and labels, the quality and consistency of that printing is critical—especially when it comes to color.

Diageo’s Senior Graphic Services Manager, Barry Sanel, has been working with packaging for Consumer Product Companies (CPCs) since 2000. For the past six years, he has been in charge of packaging commercialization for North America—from the hand-off of original design work through the execution of the fi rst print run. Working with print supply chain partners and internal graphics teams, Sanel is focused on color and print technologies, and on standards. “The brand teams are not technical, but they do have specific colors in mind when they hand off the artwork,” he said. “It’s our job to manage their expectations for those colors when printed on different substrates. We take spectral readings of colors supplied by the designers, and determine whether they fi t in Diageo’s ‘color DNA.’ If they do, then it’s our job to make sure these colors are reproduced faithfully by all our print suppliers.”

The importance of a standardized approach cannot be underestimated. “Everything we do at Diageo is about open format and ISO standards,” Sanel declared, adding that process color consistency on multiple substrates is critical to their brands’ success. “As a premium brand in the CPC world, we have some of the most complex packaging in the world. We print on cartons, aluminium closures, cans, glass, pressure-sensitive labels, and foils—often combining several elements in a single shipper. The colors have to harmonize. It’s critical to have a process that a supply chain can align to when it comes to shared color appearance.”

Sanel’s group incorporates G7 methodology as a key component of Diageo’s ISO-conforming process for primary and secondary packaging as well as uncoated work. All print supply chain partners are required to follow G7 calibration requirements. “The upside is that, with a clear definition of make ready procedures, communication about color can now be more effective,” he said. It’s simple, clear, and no longer subjective.” With the common framework provided by this approach, make ready has been cut in half. More importantly, adherence to this color approach has become the basis for selecting—or retaining—Diageo’s print supply chain partners.

Diageo’s printers are not only required to be trained in G7 process, their output is also monitored for consistent gray balance and tonality. While his work relates primarily to packaging, Sanel is confident the G7 approach will produce comparable color results for a brand’s nonpackaging applications involving offset litho and digital print. Even as packaging moves towards high-volume digital—with sixcolor process replacing custom spot color use—the outlook is good. “Because we’ve laid the groundwork, and required our suppliers to own the G7 calibration process, I’m confident we can adapt to new ways of printing,” he said.

To Sanel, a clear benefit of his suppliers all using G7 calibration is that they all have common definitions—making proof of quality an objective standard, not a subjective one. “If there’s a problem in the fi eld, I can provide specific measurements and instructions, and they can follow the clear steps to fi x it,” he said. For the brand owners, the benefit is print consistency. “Our packaging is already challenging enough. With a standardized approach, we can keep the quality of color high, run over run.”

For G7 calibration, training and standardization, contact certified G7 Experts now available in several parts of India and the Middle East through Idealliance India at www.ippstart.org or email editor@ippgroup.in; g7expert@ippgroup.in

The impact, resilience, and growth of responsible packaging in a wide region are daily chronicled by Packaging South Asia.

A multi-channel B2B publication and digital platform such as Packaging South Asia is always aware of the prospect of new beginnings and renewal. Its 16-year-old print monthly, based in New Delhi, India has demonstrated its commitment to progress and growth. The Indian and Asian packaging industries have shown resilience in the face of ongoing challenges over the past three years.

As we present our publishing plan for 2023, India’s real GDP growth for the financial year ending 31 March 2023 will reach 6.3%. Packaging industry growth has exceeded GDP growth even when allowing for inflation in the past three years.

The capacity for flexible film manufacturing in India increased by 33% over the past three years. With orders in place, we expect another 33% capacity addition from 2023 to 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels have grown similarly. The numbers are positive for most of the economies in the region – our platform increasingly reaches and influences these.

Even given the disruptions of supply chains, raw material prices, and the challenge of responsible and sustainable packaging, packaging in all its creative forms and purposes has significant headroom to grow in India and Asia. Our context and coverage engulf the entire packaging supply chain – from concept to shelf and further – to waste collection and recycling. We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers.

In an admittedly fragmented and textured terrain, this is the right time to plan your participation and marketing support communication – in our impactful and highly targeted business platform. Tell us what you need. Speak and write to our editorial and advertising teams! For advertisement ads1@ippgroup.in , for editorial info@ippgroup.in and for subscriptions subscription@ippgroup.in

– Naresh Khanna

Subscribe Now
close
unnamed 1

NEWSLETTER

Subscribe to our Newsletter