Combination print differentiates

ASL Print FX creates shelf impact using top-of-the-line combination printing techniques to give multi-dimensional pop to labels and packaging.

ASL Print FX, based in Toronto, Canada, combines state-of-the-art print technology and innovative thinking to bring packaging to life on the retail shelf.

As the number of retail SKUs continue to grow, creative and unique solutions for consumer packaging is a critical marketing tool. ASL brings its customers a strategic mindset focused on breaking down barriers, product differentiation and ultimately helping drive brand revenue.

‘Our key role at ASL is to understand and connect with brand owners,’ says Charlie MacLean, president and CEO of ASL Print FX.

‘If we can provide the ideas through print technology that enhance a brand image and capture the consumer, then we have succeeded and done our job.’

ASL is a 47-year-old printing company that has fostered a culture of innovation.

MacLean says: ‘It is one thing to say you are an innovative company, but it is a major commitment to actually bring it to life every day in your operations.’

MacLean credits his partner, Stacy Daly, vice president and general manager, along with his team for making it happen. ‘When you walk around our facilities you see high-end technology operated by amazing people who understand our business philosophy of adding value.’

Technology

Investing in print technology is something that ASL has not shied away from, with Daly saying: ‘The combinations and capabilities that our customers are looking for are pushing the traditional boundaries of print. We take pride in taking time to build relationships and trust with each customer.

‘We want to understand their brand challenges and expectations, then deliver a package which hits the mark.’

A great testimonial to this philosophy was the recent award-winning Dan Aykroyd label.

Matt Dixon, brand manager for Diamond Estate Wines and Spirits, says: ‘With the Dan Aykroyd label, as with most of our other labels, ASL Print FX really hit the mark in not only coming up with what we desired for the Dan Aykroyd brand, but going above and beyond to suggest new and innovative ideas to really make our label not only stand out, but sell.’

ASL, which originally stood for All Stick Label, was re-branded under the new name ASL Print FX in 2010 to better define the company’s raison d’etre. ASL’s creative people use a combination of high-end flexographic and digital technology in various combinations to prove that “innovation without limitation” is not just a saying, it is what they live every day.

MacLean says: ‘As we began challenging some of the original print paradigms facing flexographic printers we actually took-on some unique challenges for a traditional label printer. We printed several magazine covers to show how combining four color process, foils, raised texturing and special varnishing can make a significant difference.’ 

Most recently ASL printed the cover for a design magazine. The finished product was a combination of pink holographic foil on the main cover text and the background like a giant pink disco ball is a honeycomb of raised varnish. The result, pushed out in a single pass, was described by the magazine’s editor as, ‘one kick-ass cover’.

Key to Success

Today, print companies continue to look for technology that can differentiate them in a very crowded print world. ASL’s John Baird, director of sales, believes that you must first connect with the designers, marketers and brand owners. ‘They must believe that you truly understand their challenges on shelf. Once they realize that we understand their overriding goal of driving brand revenue, they become willing to take us on as a collaborative partner.’

ASL has defined the variety of combinations and special effects that it has introduced to customers, as HDFX; a combination of customized technology – both press and pre-press. ‘A good package is a combination of compelling design and outstanding print capabilities,’ says Baird.

The wine and spirits, and consumer goods markets are embracing these options. In 2010 and 2011 ASL Print FX won the World Label Award for Excellence in Technical Achievement. The two winning wine labels were for the Dan Aykroyd Sauvignon Blanc and The Red Tile Cabernet Sauvignon respectively.

The future is about innovative leaders and companies who are willing to take risks. ASL Print FX combines the right combination technologies and refining process with a commitment to a culture of innovation. The result is a winning formula that differentiates ASL from its competitors and drive brand recognition and revenue for its customers.

Pictured: The award-winning Dan Aykroyd Sauvignon Blanc wine label

This article first appeared in the Labels & Labeling Yearbook 2013