Killer app: Complex colour kept in check
Friday, 19 August 2011
Packaging branding company Gilchrist worked with Heinz for the relaunch of its Weight Watchers range, which included new artwork and a new packaging design.
What was the project? The relaunch of Weight Watchers involved redesigning the packaging of the entire range. Gilchrist, which manages the artwork and reprographics process across all of Heinz’s brands, ensured colour consistency was achieved on the new pack formats, which included more than 50 variations.
How was the job produced? More than seven printers across Europe were used in the relaunch of Weight Watchers products, some of which involved different print processes. The colours in the design meant Gilchrist had to work closely with the print base to review the way the files were made up, in order to achieve consistency across the entire portfolio.
What challenges were overcome? The main challenge was to coordinate numerous printers efficiently to achieve consistency across the project. Natalie Crawford, Heinz account director at Gilchrist, said: "Irrespective of pack format or where it is produced, the products had to meet stringent colour standards." By attending the initial print run at each printer, Gilchrist ensured the colours met brand guidelines.
What was the feedback? Having experience in colour management played a crucial role in the successful completion on the project. Sally Marshall, marketing manager at Heinz, said: "Gilchrist’s expertise in colour management was hugely
valuable to us on this project and ensured that we met all of our initial deadlines. Their advice helped us overcome any issues we faced and now means that our new packaging is consistent across the board."
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