Australia-based Pukara Estate has introduced digitally-printed labels featuring customized designs for its Connoisseur Club members.
Pukara Estate is an Australian olive oil, vinegar and gourmet food manufacturer located in the Hunter Valley region of New South Wales. Its Connoisseur Club has been established to offer enthusiasts of Pukara Estate products the opportunity to be, ‘rewarded for their loyalty, passion and support’. Membership is free.
Pukara Estate has now worked with QLM Label Makers to produce an innovative label design for Connoisseur Club members intended to ‘stay true to company values and design principles’, but give members, 'something truly unique.'
Steve Goodchild, Pukara Estate manager, explained: ‘Our Connoisseur Club was established to offer our loyal membership exclusive offers and promotions. Our label design has been long established in the market and I am still reluctant to make significant changes to our label design simply for the sake of change. However the chance to explore an alternative design for our club membership was an opportunity for us to create something different.’
This presented QLM Label Makers with the challenge to design and print a customized ‘art series’ that would give Pukara’s club members something truly unique. By working with the team at HP Indigo, QLM was able to combine the technology of its HP Indigo label presses with Mosaic design software, which creates customized tiling effects in designs, like those seen in Coke and Nutella product sleeves.
The design and production process involved confirming seed files from which designs were finalized. The HP Indigo platform, supported by the Currie Group in Australia, provide QLM Group with additional print capacity and the advantages of personalization and customization.
For QLM Label Makers, this project provided the first market application of HP Mosaic technology in the self-adhesive label space and is part of a number of ongoing projects aimed at utilizing personalization and customization to generate increased sales.
Lindsay Nutley, marketing manager at QLM Group, said: ‘This project was designed to be something special for Pukara, but most importantly it needed to be done in a style that reflected its brand. 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.’
Goodchild confirmed: ‘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.’