3 minute read
Printcraft
Waving the flag for the print industry
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Leading sustainable practices
The tactile nature of print will always excite and appeal to Peter Watson, Managing Director of Printcraft in Masterton.
“People have an emotional connection to paper which engages them. Feeling and smelling the pages of a book or a newspaper, or admiring creative packaging is far more sensory than what one sees on a screen,” says Pete. “It draws you in to the subject matter and commands your full attention. What better way to switch off and improve your mental wellbeing than flicking through the pages of a good book or magazine.”
Printcraft, founded in Wairarapa in the 1930s, has evolved into a business providing a multitude of services. From brand creation and management within the Design hive studio, to print and production of packaging, labels, and signage. Packaging, in particular, is a fastexpanding service Printcraft is excited about.
“With Covid, businesses are having to look closer to home to source suppliers or buy locally made goods… and they’re liking what they find on their own doorstep,” says Peter. “There is a huge advantage being able to meet clients, talk face-to-face, touch and see the products we produce. I had one new customer say they should have come to us years ago, which is really heartening.”
While waving the flag for the print industry, Peter is also keen to dispel some myths around sustainability.
“There is a common misconception about print, that can cloud the judgement of marketers, media buyers and consumers. Myths, that it destroys forests, creates waste, and uses excessive energy and water to make. Well in my experience they are all false. Print is in fact a business leader in sustainable practices. An industry which has reduced its carbon footprint by 97% over the last 20 years.”
Peter says 70 per cent of paper is recycled in New Zealand, ink is vegetable-based and 100 per cent renewable, and packaging is moving towards totally compostable products.
He’s more than qualified to make those statements after working 21 years as an employee, manager and now owner of Printcraft, after taking it over from long standing owner Lance Johnson two years ago. Printcraft still retains its ‘family owned’ business feel that Lance so effortlessly created, and Peter’s management of his team is no different.
“We have a close-knit team, it’s a pleasure coming to work each day. We are brimming with ideas and energy so when a client comes in, we take great care to listen to them. I strongly believe a successful project is rooted in a deep understanding of its objectives. Further to that, our underlying principles are clarity, simplicity, and a belief that a functional and emotional approach are equally as important.”
Clients will soon be able to see a new improved look to Printcraft, who are currently undergoing their own make-over.
