Rapid Prototyping Bring your ideas to life
Dear reader, A new year, a new wine, a (re)new(ed) label – whatever the occasion, we know your labels will come to life with the addition of beautiful embellishments. If you want an idea of what your labels would look like before launching your runs, MCC offers a unique service to give you a label prototype with all the ‘bells and whistles’.
In this issue 3 What is Rapid Prototyping? 6 Rapid Prototyping helps launch luxury rebrand 7 Rapid Prototyping plays a strategic role 9 Reinforcing Indian roots with Rapid Prototyping
“Rapid Prototyping. Bring your ideas to life.” is a publication of MCC.
2
Copyright © by MCC. All rights reserved. The content of this document, including all copy, images, and attachment(s) are property of MCC and should be treated as confidential. It cannot be shared with or forwarded to third parties and cannot be published without MCC’s prior permission. If you have any questions regarding the use of this document, please email marketing@mcclabel.com.
What is Rapid Prototyping? Rapid Prototyping is an imaging and converting technology that produces high-quality art proofs on a variety of substrates, incorporating decorative foils, embossing and debossing, as well as simulated textures. The proofs mimic actual print production, providing the customer a good indication of how the design elements of a concept will appear prior to actual production. Using Rapid Prototyping is the perfect way to bring your ideas to life before they go into production. This solution is best for customers who want to see a physical rendition of their label design or multiple label designs prior to committing to an actual production run and the purchase of dies and tooling.
Technical Capabilities Ink Reproduction • Rapid Prototyping ink is compatible with most all common paper, film, and wood substrates. The ink is absorbed by uncoated stocks, causing minor distortion in the printed image, and specifically fine type. • All images are produced out of 4C process, limiting color matching to 80-90% accuracy. Foil Decoration • Foil may be applied pre or post-ink application in a secondary or tertiary process without the need of dies. All common foil materials are compatible and multiple foils may be incorporated with proofs. • Foil laydown is best on coated and smooth substrates. Textured papers may show signs of foil “picking”. Foil laydown inconsistency is to be expected on these textured materials, particularly with fine foil detail call-outs. • Foil appearance may be different versus production foil, due to the absence of overall varnish with the Rapid Prototyping process. Emboss/De-boss • Emboss and deboss elements can be applied without the need for tooling. The operator manages the emboss and deboss height(s) to keep in-line with actual production capabilities. Die-Cut • Die cutting occurs in the final step of the Rapid Prototyping production process and does not require tooling. There are few-to-no limits on the complexity of the die-cut. Rapid Prototyping gets you a physical rendition of your label design prior to committing to an actual production.
3
Foil may be applied pre or post-ink application in a secondary or tertiary process without the need of dies.
The process MCC will work closely with your marketing and/or design team to develop the best prototype so you can make an informed design decision. We seek to understand all your custom label printing needs to provide you with a premium product in a short time. The process is simple and will be guided by one of MCC’s technical experts. • First, we need to know which elements you want to test. At this phase you can select the real raw materials (substrates, foils, etc.) that will be used also for the industrial production, our expert have the know how to manage the technology in order to closely match the results that will be achieved on your finished label. You may also select finishes /embellishments: reliefs (emboss and deboss effects), varnish effects, screen and high build tactile effects, reverse printing, etc. • Customer to provide artwork.
Emboss and deboss elements can be applied without the need for tooling.
4
• With artwork and the above selections made, the MCC team will make a proof. Our advanced printing capabilities allow us to incorporate all these custom features into your label design so that you can visualize it as the final product. The variation between the rapid proof and the final label is impressive, you will not find much difference when comparing side-by-side.
The benefits We bring your design to life early in the design process, enabling peace of mind in design decisions and execution. • A Rapid Prototyping proof can be utilized to measure design concept acceptance when conducting focus groups studies or making product pre-sale presentation packaging ‘dummies’. • Test multiple versions to compare rendering in different media and embellishment techniques. • Confirm whether envisioned embellishments add value. Compare shelf design variations to further refine your design early in the product development process.
• Conduct consumer testing and get feedback • Take photo sessions to test your marketing materials. • Present at trade shows and wine industry events, where you only need a small series of custom labels to preview a new product for clients or investors.
Lead Times Once approved, the standard lead time for a Rapid Prototyping proof is just 3-5 days.
Test multiple versions to compare rendering in different media. 5
Rapid Prototyping helps launch luxury rebrand King Estate Winery | MCC Napa, California, USA There’s no denying that bubbles evoke celebration and luxury. King Estate Wines in Oregon’s Willamette Valley utilized MCC’s Rapid Prototyping capabilities to deliver a label worthy of the most special of celebrations.
After taking a several year hiatus from sparkling wine production, in 2016, King Estate Wines was ready to once again produce their prized bubbly. The former packaging didn’t adequately capture the quality and distinction of what was inside the bottle though, so they decided to embark on a redesign. Utilizing MCC’s Rapid Prototyping capabilities, King Estate was able to see a near-identical proof to ensure their vision was going to come to life. Since 1991, King Estate Winery in Eugene, Oregon has been family run and operated. With over 1,000 acres at the tip of the famed Willamette Valley winegrowing region, the winery is known for its Pinot Noir, Pinot Gris, and sparkling wine, all typical of the region. In 2016, after not releasing a sparkling wine for eight years, the team at King Estate knew they wanted to re-release the wine with stunning packaging, worthy of the amazing wine inside. Using in-house designer Taylor King, King Estate did an entire rebrand of all their high-end labels. The goal
“
for the sparkling label was to capture the essence of a vintage champagne, worthy of being on the shelf next to the world’s best. The design leveraged multiple premium embellishments to achieve this look – textured paper, two different foils, a background texture, and multiple embossed elements. Departing so drastically from the previous packaging was risky, and the team wanted to ensure that the new design was readable and not too busy. Using Rapid Prototyping, King Estate was able to receive a proof with all the embellishments, nearly identical to what the finished label would look like. After seeing the satin varnish that came on the Rapid Prototyping proof, they modified their original design to match, loving the subtle look. With the help of the proof, they successfully moved forward, knowing they had achieved their goal of capturing a luxurious and sophisticated new look.
Looking at a label on the computer screen is flat, it doesn’t come to life. Using Rapid Prototyping allowed us to put the proof on an actual bottle and show the executive team our vision. It was a game changer, such an awesome tool! We’ll definitely consider using it any time we do a new brand. It’s well worth the investment.” Ryan Johnson, Director of Marketing, King Estate Winery
6
7
Rapid Prototyping plays a strategic role Vignobles & Compagnie | MCC Libourne, France Packaging plays a very important role in the purchasing process. It influences consumers to buy. Labels can positively guide the choice of a buyer.
Since 1963, the French winery Vignobles & Compagnie has been continuously committed to the recognition and development of Rhône Valley wines. They innovate constantly and are highly aware of the importance of each of the labels within of its extensive range of products. Due to its constant innovation and collection of new products, Vignobles & Compagne is an enthusiastic and repeat user of MCC’s Rapid Prototyping service. It uses Rapid Prototyping to present new products to its clients and potential customers, and thus be able to confirm if the selection of real raw materials and embellishments give an added value to their labels. Based on this feedback, they decide whether to apply the embellishments in the industrial production.
“
The MCC label prototype plays a strategic role in our commercial strategy and contributes to the development of our range of products.” Thomas Giubbi, Managing Director, Vignobles & Compagne
8
“By utilizing this remarkable solution, our consumers can see the quality of the products before they buy them,” comments Mélanie Gonzalez, Marketing Manager at Vignobles & Compagnie. They also use Rapid Prototyping labels to present new cuvées during competitions and fairs in which they participate.
Prototyping service for several products within the three different collections that make up its range of products: the Authentic, the Partner Estates, and the Unexpected. MCC is proud to partner with them in their product development and execution.
Vignobles & Compagnie has used MCC’s Rapid
The Vignobles & Compagnie product range prototype samples
9
Authentic
Partner Estates
Unexpected
Flexible and elegant wines. The authentic expression of the Rhône Valley.
Typical and generous wines, derived from their historical alliances with the family areas of the Rhône Valley.
Wines for your pleasure and to give pleasure to those around you, for festive occasions.
9
Reinforcing Indian roots with Rapid Prototyping Peak Spirits | MCC Adelaide, Australia
“
We are pleased with the quality of labels we have been able to achieve together for Jin JiJi and look forward to working with you on many more of our upcoming projects.” Ansh Khanna, Founder, Peak Spirits
10
Jin JiJi is a Dry Gin by Peak Spirits, designed and manufactured in India. In order to highlight the authenticity of Indian botanicals and reinforce Indian roots and culture in the foreign market, it was necessary to design a label that would convey it. It was achieved by illustrating each of the tasty and traditional botanical ingredients that compose it with a distinct Indian style, as well as with a Devanagari/Latin script on the logo. The design of the label was just the beginning. It became clear that they needed to envision how the label would look in live color, with all the materials and finishes that the concept demanded. To do this, Peak Spirits approached MCC Australia to use their Rapid Prototyping service. This allowed them to visualize the finished label with all the ideas they had in mind before making an industrial production.
For the development of the prototype, Peak Spirits and MCC worked closely together to establish the correct embellishments and finishes. Subsequently, paper stock samples and foil swatches were sent to the client in India for confirmation. During the process, MCC’s Technical Team sought to surprise the client by adding some embellishments to further enhance the design. Once the prototype labels were completed, they were also provided to the client for their review and feedback regarding the chosen stock, foil colors and embellishments. “We used the Rapid Prototyping process to value add and hence provide the client with a superior outcome to the original artwork.” Peter White, International Sales Director at MCC Australia In addition to choosing the foil and stock that was proposed, the client also ended up choosing the ‘surprise’ embellishments that the MCC Team suggested. The result gave rise to a beautiful label that truly represents India and embodied the Jin JiJi Brand.
11
3 reasons to get in touch with our Rapid Prototyping experts around the globe
1
We guide you through every step of the process.
2
Talk about the look and feel possibilities to really make the difference on the supermarket shelf.
Contact Monica Royer at monica.royer@mcclabel.com to get you in touch with your local Rapid Prototyping expert
3
Work together with our Rapid Prototyping experts to develop the best prototype so you can make an informed design decision.
