The project for Pukara Estate provided QLM Label Makers with its first market application of HP Mosaic software for self-adhesive labels. It's part of a number of ongoing QLM projects aimed at utilising personalisation and customisation to generate increased sales.
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| Pukara Estate's unique new labels |
Australian olive oil and gourmet food manufacturer Pukara Estate says its new customised labels produced by QLM Label Makers on an HP Indigo using HP Mosaic software are proving an overwhelming success.
Pukara, located in the Hunter Valley region of NSW, turned to Brisbane-based QLM for help in creating an innovative label design for its Connoisseur Club members that stayed true to company values and design principles but gave members something truly unique.
“Our label design has been long established in the market and I am still reluctant to make significant changes to our design simply for the sake of change,” says Steve Goodchild of Pukara Estate. “However, the chance to explore an alternative design for our club membership was an opportunity for us to create something different."
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| Lindsay Nutley, QLM Labels |
QLM Label Makers was presented with the challenge to design and print a customised 'art series' that would give Pukara's club members something truly unique, says Lindsay Nutley, marketing manager of QLM, who worked with Pukara Estate throughout the project, from concept to design, sampling and production.
"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,” Nutley says. “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."
By working with the team at HP Indigo, QLM were able to combine the technology of their HP Indigo label presses with Mosaic software that HP Indigo uses to create customised tiling effects in designs, like those seen in Coke and Nutella product sleeves.
The design and production process involved confirming 'seed' files from designs which were finalised. Nutley says the software to press process is seamless and the HP Indigo platform, supported by Currie Group in Australia, provides QLM with additional print capacity and the advantages of personalisation and customisation.
Despite some initial reservations, Goodchild says: "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."
More details at the Pukara website.
QLM Label Makers is an Australian company with headquarters in Brisbane. It employs over 600 staff across eight plants in seven countries around Asia Pacific.
