Amberley prints unique labels for Henderson's Relish

With a secret recipe dating back to 1885, known to only three family members, Henderson's is a 'strong and Northern' brand with a passionate fanbase. The company has long produced limited edition prints, including commemorative bottles for Sheffield United and Wednesday football clubs in team colors.

Working with Oli Frape, an artist specializing in hand-drawn lettering, Amberley developed a bespoke data set to create unique combinations of letters while retaining distinctive style and Henderson's signature orange and black design. 

Produced at Amberley's facility in Boston, Lincolnshire, UK, claimed to be the only manufacturer in the UK to be able to combine creative use of data with hybrid print technology, the limited-edition bottles signed by Frape will be sold online to raise money for the children's hospital charity, Bears of Sheffield. 

'My aim, when I originally started this project with Henderson's, was to create a truly limited run of just 3,000 bottles, and I wanted to explore ways to really capture how unique and limited these could be,' commented Frape. 'Initially, we looked at screen-printed labels due to the nature of this process producing a slightly different print each time - that uniqueness is part of what makes screen-printed artist editions valuable.  

It soon became apparent that screen printing was not viable for this kind of label, so I was excited to hear that Coveris were exploring and utilizing a data-led approach to personalization which meant each label could still be different from the next in small ways - just like a screen print. The result is a truly limited batch of bottle artworks, which become more covetable in their scarcity and ultimately drive sales to benefit the charity.'

Andy Wilson, color director for Coveris' Graphics, Labels and Board division who led the project, added: 'We are so proud to have worked on this project with both Henderson's and Oli and hope that our hard work to deliver a completely one-of-a-kind solution really pays off for the charity. Having spent the last 18 months investing and trialing new print technology, we have found a new sweet spot for the use of dynamic, data-driven personalization - made possible through the opportunity to be involved in the full creative process. This has enabled us to really push the technical boundaries of our own print technology through a more inclusive design process.'

'From all the team at Henderson's, we'd like to thank the staff at Coveris for all their hard work on this project,' said Seb Waxman of Henderson's. 'With their help we have created something amazing to raise money for The Sheffield Children's Hospital Charity. Their support and passion for creating something unique for such a great cause have been fantastic. We are all over the moon with the outcome and we think the people of Sheffield will love this label.'