Mer:Sea & Co. needed a product label that was alluring — like the beach itself — yet durable enough to withstand the demands of a bath/shower environment. Since the greatest challenges were to keep all product branding elements intact and keep printing costs economically proportionate to run size, Western States Envelope & Label determined flexo printing was best versus digital.
Step 1
Convert all art files from CMYK to spot color without compromising color brightness or losing image integrity.
Step 2
Develop and test various files with different line screens and substrates to provide the customer options and create a product it could produce efficiently, effectively and consistently on press for continued best results. The cold foil presented a completely different challenge; it spread easily on press.
Step 3
Go through multiple artwork revisions, sets of plates, discussions and customer collaboration. After that, Western States found a cold foil solution where spreading didn’t affect the label’s overall look. Spot color delivered the best look on the company’s 7-inch flexo press and for product color consistency in future runs.
Step 4
Use a synthetic material and matte over laminate to preserve color and branding elements. This gave the label a classy and serene look, much like the product itself.
Step 5
Convince the client not to rush through this project despite a tight deadline. Western States Envelope & Label agreed a bit of extra time for testing would deliver a product label that exceeded rather than just met their expectations.
Step 6
Exceed expectations. The client was very pleased with the ongoing communication and collaboration. They received many compliments on the label. The products have been gaining attention on store shelves and maintaining their alluring seaside image in the wet bath/shower environment.
