Loggerhead
world-class
very similar to top brands; the edge Log-
designs for customers in all fifty states,
manufactures
gerhead has here, however, is that it will
as well as eleven countries, and has
produce specialty bottles at much lower
since expanded to ten presses.
The fo-
quantities than the bigger brands, mak-
cus is primarily on craft spirits, but its
ing it a more attractive option in terms
product base includes several wines, ol-
of pricing.
ive oils, and vinegars, among various
are sent out, which may yield changes to
other bottled goods.
Proofs of the final artwork
It is a counterpart
bottle design, and a final, physical proof
to a booming “craft culture”; more and
is then delivered for customers to begin
more, people lean towards independent
planning with.
craft beverages, and Loggerhead’s bot-
of necessary materials, and securing gov-
tles and designs are a masterful depic-
ernment approval, this stage of the pro-
tion of craft all their own. It starts with
cess can take anywhere from a month
the company’s approach to its process.
to several years.
Including the gathering
When all the pieces
are finally in place, production begins. The process begins with a phone call, email, or the time-honored tradition of
Loggerhead is very transparent with ev-
word-of-mouth.
Most of Loggerhead’s
erything it does. Its aim is to be as “green”
customers have some idea of what they
as possible in all facets of production,
want, but they simply don’t know what is
from digital correspondence, to the cur-
possible to get them there. Design ideas
ing of inks with UV light, right down to
start with the spirit itself; whiskey typical-
the electric forklift used in the warehouse.
ly comes in a bottle with different proper-
The fundamental idea behind printing di-
ties than vodka, and bourbon bottles won’t
rectly to glass is that it does away with
look much like rum. From there, further
paper labels that contain harmful carcin-
thought is put into what the bottle shape
ogens in their adhesives.
will be, resulting in a design’s parameters.
are lead-, cadmium-, and VOC (Volatile
The last step is to determine how it will
Organic Compound)-free, as well. Logger-
be packaged, and Loggerhead comes pre-
head found its footing in product testing
pared with a “one-stop shop” approach
with leading brands such as Coca-Cola,
that includes package design.
Modelo, and Bacardi, which went a long
When
All inks used
asked how these decisions are made, and
way in solidifying its effectiveness.
what sets Loggerhead apart from a tradi-
large budgets and angles of quality con-
tional decorator, Gilbertson nails his point
trol available were essential in establish-
of view to the wall: “It’s largely personal
ing a standard that would undeniably
preference, but it comes down to image. If
succeed in the younger craft market.
The
a customer sees a premium bottle on the shelf, it’s pretty safe to assume that what-
Glass bottles are first spray coated, de-
ever is inside will taste premium. We’re
signs are then printed on, and the inks
here to make sure that you don’t take
cured with UV lights. Utilizing his expe-
polka dots and put them on a Jaguar.”
rience gained at Kammann, Gilbertson has acquired key pieces of machinery
When a design has come to fruition, it
that not only reduce the amount of space
heads to art direction.
Loggerhead has
needed to accomplish the process, but
its own internal design firm that fully de-
also the company’s overall carbon foot-
velops ideas and fits them within the real
print. Ten printing presses, affectionate-
estate available on bottles.
Effects can
ly named after grandmothers within the
be added to give bottles a look and feel
business, bear the brunt of the workload.
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