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FLEXO Magazine : April 2008
PLANTS & PROCESSES As such, the company has been able to accomplish great things for its customers. A little over a year ago, an entrepreneur approached McDowell Label looking for a package for a new energy drink. His con- cept involved a shrink sleeve on a uniquely shaped container. Easy enough. But the cus- tomer wanted the sleeve to contain glow- in-the-dark inks. What most suppliers had available at the time did not meet his need as far as how bright the inks would glow. So, the team at McDowell worked with its ink supplier, spending almost a year to create an effect of "shock and awe," as John put it. McDowell Label has also worked hard to build intricate relationships with its con- sumer product company (CPC) customers. "We work vertically and horizontally with brand owners," said J ohn. "We go to the top executive level, and things get delegated to the chief brand manager, VP of marketing, certain category managers. Then we get together in a room and talk about effects, cradle-to-cradle con- cepts, detail to retail. We want the package to have the same effect in a retail environment as it does during the press check. We will Take note, the Betty brand of labels are more challenging than they initially appear. The artwork commands 11 to 12 colors, respectively. The brand owner was very specific about the "layers" of colors used in order to invoke a depth percep- tion phenomena versus a flat image. In order to achieve the effect, we utilized the combination of UV rotary screen printing and HDUV flexo in-line. Depending on the specific copy/SKU, there are five and six extremely tight vignettes of soft, yet com- plimentary colors that require the use of Crisp Dot technology in order to reproduce. Another note worth mentioning is the specific sequence in which this art had to be printed in order to achieve the desired result. The parameters of printing opaque, brilliant colors, in a unique sequence spe- cific to the design (by design), as well as creating an extremely smooth transition of dots proved that there's more to this family of labels than meets the eye. -John McDowell preemptively identify potential pitfalls and challenges. Care has to be taken in regard to application, the bottling environment, prod- uct fill, even retail." John referred to a product in which the customer had, in the past, taken great ad- vantage of the capabilities of McDowell's presses. "They began incorporating a more romantic appearance for their containers, but were looking to hold true to their brand identity. The only way to do that was to provide them with full-body decorative heat shrink sleeves." Again, the solution seemed simple enough, but the previous packaging had clear on clear labels, which also incorporated UV, spot and process colors, rotary screen print, doming and foil stamping. John said, "They wanted to take those same effects and incorporate them into this new structural change. One of the things we did was come up with a way to provide an emboss effect on shrink sleeves." In the end, what truly matters is the relationship the package will have with the consumer. "If you have something that creates www.flexography.org APRI L 2008 - FLEXO