Festive custom labels from Domino

Hybrid label press for short-run customized labels

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Festive labels for its green tea by Tea Trunk. Photo courtesy: Tea Trunk

Festive labels are a great way to boost sales, stay ahead of the competition, and grab buyers’ attention during the holiday season. It is when customers indulge in guilt-free shopping. However, short-run custom labels cannot be produced on a conventional press. A hybrid press that combines the capabilities of a conventional and a digital press is the ideal solution to produce short-run custom labels on-demand.

With the holiday season round the corner, most of us are already busy ticking our shopping lists. The festive season is one of the times of the year when people let their purse strings loose to spend on gifts and indulge in some guilty shopping for themselves as well. These are times when money is spent generously and, quite naturally, sales skyrocket during this time of the year, giving ample opportunity for businesses to boost their revenues.
Creating festive labels is one such method of creating appeal and value to buyers. Customization of labels helps businesses to steer ahead of competition and create a unique brand identity. The red, white, green and silver of Christmas; glitter, gold and sparkle of Diwali and New Year; and festive motifs offer a great opportunity for product designers to create colorful and attractive festive labels. Additionally, the holiday season is a good time for brands to launch special or festive variants and special promotional offers through their labels.

In a vast and diverse country like India, festivities, languages, culture, tradition, food, religion and history vary from one state to another. With this unique customer palette, businesses can benefit from targeting different regions by highlighting local language and graphics on their product label.

For instance, Colgate launched a special packaging during the Durga Puja for its toothpaste with the slogan, ‘Celebrate this Durga Puja with a worry free smile’, Coca Cola launched special festive labels for the Nepali festival, Dashain and Tihar as a localized extension of its ‘share a Coke’ campaign with the slogan ‘My Mom makes my Dashain special’ in the local language to acknowledge the role of a mother in festivities. Similarly, Nutella lets customers to customize their Nutella labels by putting the name of their loved ones on the label to make an interesting gift during the holiday season. Such labels instantly grab the attention of buyers and a good product with attractive label that a buyer can connect with leads to a faster purchase decision.

However, with cut-throat competition in the market, the demand for trendy and creative labels is high. Unlike regular labels, custom labels, for instance, during the festive season, cannot be produced in bulk. They need to be produced in small quantities for different SKUs, which cannot be accomplished on a conventional press.

A hybrid label press , that can combine the productivity of flexo printing with the flexibility of rapid job change digital technology, can easily produce short run festive label jobs . The Domino N610i 7-color hybrid label press can print multiple jobs with a speed of up to 70 meters a minute and 92% matching of Pantone range. The press uses UV curable inks and has inline finishing for special effects on labels including textured printing, metal foiling, holographic effects, hot stamping, varnish, spot colors and cold foiling. With special opaque white color, the press can print on clear labels.

The press allows label converters to customize each label in less change-over times, with no cost of plates and no media waste. It can run multiple jobs a day and can handle bulk orders while printing a short run job of Christmas labels for a local confectionary.
While the hybrid label press equips label converters to control run length, it can produce finished labels with its converting and finishing capabilities as well. Ideal for small or newly set-up businesses, the cost of implementation and producing labels on demand is significantly lower on a hybrid label press.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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Correspondent. Akanksha Meena is striving to learn to write and the fundamentals of publishing with every opportunity with hopes of being able to write something worth publishing someday. She works as a correspondent with Indian Printer and Publisher and Packaging South Asia. In her free time, she can be found pursuing her other interests such as reading, writing, sketching, and painting.

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