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FLEXO Magazine : May 2010
on the technical specifications on all the packaging types. “ We tried at all times to be aware of the implications of the substrate, colors and process,” he said. Other considerations were taken for certain types of products. “ We have the McCain Superfries® bag, which is a higher end product and uses more sophisticated printing, as opposed to the Red Bag, which was a value bag for club stores and such and uses more basic graphics.” The redesign did not come without its challenges. For McCain, Schawk and Anthem, this came in the form of the stock chosen for the flexo-printed bags. A decision was made to go with a microwavable matte stock that none of the parties involved had any experi- ence with. For printability, according to Ginocchi, the printer was able to use a product with a similar finish. But proof- ing was less easy. Other type of matte material was used on the non micro- wave products. “At that time, we could not produce a proof on matte with our existing dot proof device that would give a true representation of how it would look,” said Ginocchi. “Even getting the mate- rial to laminate against our material in our machine was very difficult. So we moved it on to a profiled ink jet proof. There were some things in the proof that we knew we couldn’t hit, but we still knew what to expect.” The proofs led to one noteworthy change: “On the recipe card, we were trying to maintain a 2- or 3-percent ma- genta. If that shifted either way, though, it would look off. So that was bumped up to make it seem cleaner. In the end, the final print looked cleaner than the proof,” he said. Ginocchi also talked about the ef- forts made to match the offset cartons to the flexo bags. “ We did some testing with the pizza box to get it to match. We took a series of PMS reds in the same family and tested them with various tints of black. This is because we wanted to create a glow around the logo without washing out the red. We did some drawdowns for both offset and flexo colors, and picked a 15 percent black overprint. This gave a nice glow with the red showing through, and it matched nicely to the freezer bags. At one point we were down to a delta E of 2 between flexo and litho.” According to Cockerill, the packages current on store shelves are very consistent. But one thing that helped a lot, he noted, was consistent artwork. “ The lighting on the prod- ucts are all very similar. If you go to the freezer section, the consistency from the design aspect is that it is all very bright and shows off the food. There are lots of highlights. There was consistency in making the food look fresh, even though there were few crossover elements. ” Good Teamwork As Oakley noted early, Schawk and Anthem have had a longstanding relationship. Dean confirmed that this rapport continues to be a competitive advantage in business, as well as in the production process of the McCain redesign. “ When we had the technical brief, we had a meeting with Schawk and made sure that they had an understanding of the techni- cal specifications for reproduction. We made sure that we had experts from the Schawk group reviewing concept work to ensure that it could be reproduced based on those specifica- tions,” she said. Ginocchi also noted that it maintains a solid relationship with its printer/converter partnerships, which includes an up- front awareness of the plant’s capabilities, and early involve- ment in some the design process. This was core to creating consistency across SKUs. “A lot of the same elements were being used across the board. Registration would have been a big concern, just because, for example, the burlap bag, which ends against a white bowl. Any mis-registration would result in red or black leaking through.” Ginocchi further asserted that part of Schawk’s role is to keep all print jobs within the realm of FIRST (Flexographic Image Reproduction Specifica- tions and Tolerances) guidelines. All parties agreed that this collaboration allowed them to execute the redesign on a very tight timeline. The first strategy meetings took place in March of 2009, with color-approved print runs happening the following September. Keep in mind: this applied to all 70 SKUs. “This project was a true partnership between McCain, Anthem and Schawk,” said Dean. “ It really showed the value of the client working in tandem with the design and preme- dia company and the results that can come from this kind of cooperation. ” “The ability to work so closely with the printer and McCain Foods themselves created true teamwork,” added Cockerill. “Having our input, from our flexo experience with the design- ers, allowed us to get to market a lot quicker. Without the collaboration between design and premedia, the transfer of technical and colour knowledge would have been intro - duced at a later stage further in the process. This would have caused a loss of time, which was of extreme importance in this project, and the increase of cost. Even more importantly, there would have been false expectations which couldn’t be realized on press or shelf. The collaboration and rich conver- sations which involved the printer lead Anthem to deliver Mc- Cain Foods a design that involved the technical specs, printer factors and photography through the input of Schawk. Of course, the end result is exceptional. As St. Amand noted, executives at McCain loved the matte finish of the bag and the rich graphics on it. Consumers, as well, love the easy-to-read ingredient list. So, in the end, it was all good. n Industry Indicators Hear Louis St. Amand of McCain Foods Canada and Bob Cockerill of Schawk Inc. present “Building a Brand Platform: ‘It’s all Good’” in the CPC Insight Theater on Tuesday, May 3 at 2 p.m. on the INFO*FLEX show floor dur- ing FFTA Forum 2010 at the Paris Resort, Las Vegas, NV. 14 FLEXO may 2010 www.flexography.org Louis st. amand Bob cockerill tony Ginocchi anne Dean Gary oakley FLX_May10_sec1.indd 14 4/17/10 11:04 PM