LABEL APEEL OWNER, STUART KELLOCK, TALKS ABOUT HIS NEW 36,000 SQ.FT FACTORY AND WHY THE FEEL AND SMELL OF A LABEL IS JUST AS IMPORTANT AS HOW IT LOOKS…
The first quarter of 2015 has been an exciting and prosperous one for Label Apeel. After we promoted Amy Chambers from commercial director to Managing Director late last year, we’ve been working away on some big changes.
In mid-February, our 40-something-strong team moved our home of over 18 years in Braunstone to their shiny new single story factory in Thurmaston. The move caused some interesting tasks, but we got past them with a grin! Moving presses was never going to be easy; especially when one weighs three tonnes. But, after knocking down a wall and hiring the right machinery, everything is now in the right place and working well. Our biggest aim was to make sure the move didn’t impact on customers. But, with expert planning on our part, the labels kept printing and every deadline was met. To the outside world it was business as usual, while internally it was all hands to the pump and the odd moment of Chuckle Brothers hilarity. The new site means that every part of the business is now on one floor. Making it a great deal easier than being spread over four floors like at the old place.
As always, Label Apeel is at the forefront of research and development for labels. We’re being asked to do a lot more tactile labels as consumers and trade want packaging to do more for them. One brand we enjoy a great working relationship with is Forza Supplements. Working with them has enabled us to realise a dream, by producing a range of award-winning labels each with a different smell. Each one is coated with a scratch and sniff varnish that releases when handled. The effects are just stunning. Scratch and sniff offers a real ‘in-hand’ experience, creating interaction between consumer and brand.
Over the last six months we’ve also seen a rise in the number of high-end brands approaching us, particularly those who have products sitting on the shelves in Harrods. In fact, we seem to becoming the ‘go to’ printer for caviar labels – and high-end teas. Both of which obviously demand something that has a luxurious look and feel about them. We recently produced labels for Hampstead Teas a rather pricey tea range. Described as the Holy Grail for tea connoisseurs – a cup will set you back £5. The leaves comes from India’s Darjeeling Makaibari Tea Estate and there are only 840 jars of the rare tea on sale in the UK, so the labels needed to match the exclusive product inside. In the end we threw all the bells and whistles at them; firstly they were hot foiled onto Tintoretto Gesso, we then digitally printed on the hotfoil and added sequential numbers. They were then put back on the press for an overall matt varnish and a high build gloss varnish was added to the wording ‘Hampstead Teas’. It is labels like this that challenge us, which is what Label Apeel is really all about.
With the new factory, a brand new website and having seen a 20% sales growth in the last quarter, it is good times at Label Apeel. The icing on the cake is the brand new HP W86800 recently delivered that means that we are at the cutting-edge of digital technology.
The door of our new factory is always open if anyone wants to discuss their labels, so remember to update your address books to:
Label Apeel,Bo House, 17 Pinfold Road, Thurmaston, Leicester, LE4 8AS.