Package Design - January/February 2013 - 27

The new boxes are retail ready for high-end
decorative showrooms. The design is still
cost-effective because the customized graphics
are on the label versus the preprinted box.

The color labels are not only more attractive
than the old black-and-white thermal labels,
they also help consumers and retailers quickly
identify products on shelf.

Jaclo installed a bank of Epson
ColorWorks C3400 label printers as
part of a fully automated operation.

labels for 25,000 SKUs. Today, the company uses the in-house printed labels for
35,000 SKUs with plans to include more.
“Now, we have colorful graphics and
can add important information such as
product descriptions and cleaning
instructions,” he says. Jalco is also able
to customize generic boxes with specific
box contents. “We have about 14 differ-

ent package sizes, but we can adapt
each label to accommodate hundreds of
different products.”
Jaclo now has 14 Epson C3400
printers that produce color labels on
demand as wide as 4.4 in. and at
speeds up to 3.7 in. per second.
According to Pike, the return on investment was almost immediate.

“We can say that our sales have
increased by 15% as a result of the new
product packaging, of which the labels
are a big part,” Pike estimates. “More
customers are stocking Jaclo’s inventory
because of the enhanced packaging,
and the packages have also been part of
point-of-purchase displays in some
showrooms.”

Alchemy series of coffees, Peace Coffee applies a
clear sticker as the front label and supplements this
with a numbered flavor label on white stock that
can be updated whenever more releases are added
to the line. The ease of changing the accompanying
text and source map gives Peace Coffee the flexibility to package and market limited-release coffees as
often as it wishes, irrespective of volume.

A digital divide?
Digital production technologies open many new
creative possibilities for branded packaging, especially in short runs. Some brand owners are exploring the possibilities. Others continue to fall back
on the conventional designs and structures that
they are used to obtaining from packaging printers
and converters.
The way to build awareness is to “champion the
right way to do things for consumers” when pitching
technology solutions to your agency’s clients,
according to Jim Warner, global managing design
director for Kaleidoscope. It’s ultimately the creative firm’s responsibility, he says, to establish a connection in the brand owner’s mind between going
digital and delivering extra benefits to end-users. PD
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channel on PackageDesignMag.com.
Package Design - January/February 2013

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