SMART DESIGN

LABELS&LABELING |47
Reach out and buy
TWO-TIME TLMI BEST OF SHOW/WORLD LABEL AWARDS WINNER, ASL Print FX accredits its success to
creating artistic and elaborate label constructions. Danielle Jerschefske reports
‘Labels and packaging are about
creating identity for the brand,’ says
Charlie MacLean, president and CEO
of ASL Print FX. ‘Here we take a prime
label and turn it into a value added
product that connects with the consumer
and increases usage.’
Pelee Island Winery is a testament to
the value that ASL adds to brands. The
company’s Monarch Vidal brand is one
of the best-selling white wines according
to the Liquor Control Board of Ontario
(LCBO), and ranks in the Top five of the
Vintners Quality Alliance, a Canadian
regulation group that authenticates wine
quality. Darryl MacMillan, sales manager
at Pelee Island Winery, says, ‘The Vidal
varietal tends to be less understood by
consumers so we needed to create some
intrigue with the brand design, keeping
it clean, interesting and making it pop on
shelf so it stands out.’
The winery redesigns the Monarch
label every few years to keep its
label looking fresh and interesting to
consumers walking the aisles. The brand
must stand out to stay on top. Over the
years, Monarch redesigns have been
printed on both clear and paper stocks.
The most recent label was printed on
uncoated paper stock by ASL Print FX,
featuring specialty foil and textured
treatments that bring the Monarch
butterfly to life.
‘The print technologies that ASL
recommended helped us to express
the personality of our Monarch wine,
celebrating the terroir of the Pelee region,
its unique flora and fauna. They know
the future trends in print,’ MacMillan
continues.
WINNING STRATEGY
ASL Print FX, based in Toronto, Canada,
combines print technology and ingenuity.
The multiple layers and interesting effects
that the converter applies to enhance a
label’s design are, quite simply, radical.
The converter uses what it calls HDFX
printing techniques including high
definition CTP plate equipment combined
with foiling, 3D coatings and flashy
varnishes, layered with specialty inks and
combined with exclusive materials to give
the most depth and feel to a label.
‘We like to help our customers do
something different with their product
decoration,’ explains Stacy Daly, VP
of operations at ASL Print FX. Using
non-traditional materials in a mature
category like wine is a perfect example.
‘With a traditional wine we might use
an uncoated stock, bringing in new
world flavor yet maintaining integrity
within the category. We have the ability
to bring packaging to life with printing
technology.’
For ASL, the ideal workflow begins
not with the designer, not on the shop
floor, but with selecting the right client.
Says MacLean, ‘ASL participates in
markets where brandowners care
about the image of their packaging.
We jointly assess if their values match
ours and if there is a good fit. We like
to work with brands that understand
continuous innovation is important to the
enhancement of the brand. This is one of
the ways we’ve avoided the commoditization
of our products.’
PRODUCTION
Once ASL has reached a common
understanding with clients, the firm works
closely with designers to help them
enhance each label and package in the
most effective and creative ways. The
various front of house teams – customer
service, sales, pre-press – focus on
key market areas: wine and spirits,
promotional, and consumer goods.
The converter has invested in a
customized technology profile they
JULY 2012 | L&L