1800 773 331
Brisbane
28 Limestone Street
Darra, QLD 4076
Australia
Phone: +61 7 3712 9999
Email: enquiry.bne@mcclabel.com
Sydney
3 Dolerite Way
Pemulwuy, NSW 2145
Australia
Phone: +61 2 8123 1400
Email: enquiry.bne@mcclabel.com
Melbourne Sales Office
Mak: +61 413 126 168
Phone: +61 7 3712 9999
Email: enquiry.bne@mcclabel.com
0800 152 162
Christchurch
48 Waterloo Road
Sockburn, Christchurch 8042
New Zealand
Phone: +64 3 349 5299
Email: mcc.christchurch@mcclabel.com
We recently worked with Humdinger to rebrand their range of small batch botanical gins.
Read on to learn how we worked to complement the handcrafted distillery’s bespoke die line with a luxurious textured material, high build and premium bronze foil.
Over the last two years, Humdinger has experienced outstanding growth and a soaring popularity of their home-grown gins, made in South Canterbury, just two hours from Christchurch. The distillery’s name means very impressive, exciting or enjoyable, much like its gins!
Owners Andy and Saskia were in the process of re-branding their range after a period of significant growth. They discovered that their previous clear gloss synthetic label was rather invisible when sitting on a shelf alongside other gins.
Humdinger felt it was time for a refresh and contacted us for some deep labelling expertise.
The brief was to create a premium, high-end label that incorporated environmental credentials. We also needed to take into consideration that each label in their Signature gin range required a unique batch and bottle number to be printed. There was also a requirement for hand-written information in be included on their Limited Release varieties.
Andy and Saskia, along with their designer met with our Christchurch team to discuss their labelling options. We showcased our growing portfolio of material options and extensive range of embellishments, with the goal to successfully achieve a premium labelling solution that was not only fit for purpose but also elevated the brand and drew in the consumer.
Our Clarence material was chosen for its superior bright white textured felt finish. This uncoated paper stock is FSC® chain of custody certified, which means that the paper is sourced from responsibly managed forests. Clarence also contains 30 per cent post-consumer waste which refers to recycled content derived from products that consumers have used and recycled. The Clarence material is part of our ever-growing environmental material portfolio.
The textured paper facestock of the Clarence material also provides a superior surface for hand-written information, making it an ideal choice for the Limited-Edition range.
Our label experts recommended our digital printing technology. Digital printing is ideal for short runs as no printing plates are required, therefore reducing preparation costs and providing more flexibility, without compromising on print quality. The ink used in Digital Offset is semi-opaque, which allows for bright and vibrant colours. This is especially noticeable on absorbent papers such as the textured Clarence material.
Digital printing also provides the opportunity to create personalised campaigns including the ability to print variable data components within the label design such as the batch and bottle numbers. This printing capability also provides the option to print numbering either randomly or in this case, sequential numbering from a database.
The outcome is a sensational range of labels, representative of Humdinger’s premium standing as an award-winning producer of gin.
Not only has Humdinger gone from success to success, but they already have secured both national and international acclaim for their handcrafted range. We can’t wait to see what’s in store for them next!
We couldn’t be happier with the new labels and the collaborative approach taken to reach a great solution. The extensive use of digital printing allows us to continuously refine the labels as opportunities become known in our never-ending pursuit of perfection. Using recycled materials in the label stock is great for our environment, and the strong change control systems that MCC use give us confidence that the labels will match the design.
- Andrew Lewis, Owner Distiller at Humdinger
Our experienced sales team have extensive expertise in all things labels. We would be pleased to meet with you to discuss your labelling requirements, share our knowledge and develop a solution specifically for you..
