Wheelers roll out sensory labels

Wheelers of Cheshire have used ‘Glisten’ coatings from Label Express to add a new dimension to their product branding.

Featured on their re-branded Wheelers range of traditional polishes and furniture care products, the company have been quick to recognize the potential of adding texture and light refractive qualities to their packaging.

Charles Turpin, managing director, Wheelers, explained, ‘We wanted to enhance and modernize the image of our brand whilst retaining the traditional elements of the design. The combination of raised surface texturing and metallic materials were the key components in creating distinctive and recognizable packaging.’

Mike Heighington of Artfx Design & Marketing Solutions was an integral part of the partnership between client, designer and converter that brought the project to fruition.

Packed in glass containers sporting decorated silver caps, the pressure sensitive labels on Wheelers are printed on one of Label Express’s combination printing presses that have been fitted with the latest rotary screen integration units.

Printed in four colors over silver mealiest PP material, the product description on each brand is highlighted with a high gloss ‘Glisten’ varnish, which imitates the glossy characteristics of beeswax. The raised image stands out from the label surface giving a three dimensional quality to the product branding, whilst the distinctive colors of each brand are amplified through the clear varnish which is applied in register over it.

The traditional Wheelers branding and roundel are reversed out of the surrounding black background to reveal the silver mealiest substrate below.

Nick Butterworth, business development manager, Label Express, commented, ‘Wheeler’s is an excellent example of “sensory branding.” The creative use of a novel varnish system adds new meaning and depth to the brand whilst the label conveys key attributes of the product it is promoting.

‘“Glisten” coatings, particularly when applied to filmic or metallic materials create a unique and subtle surface texturing that will engage both the tactile and visual senses.’