Scottish painter Jack Vettriano seems to harken back to another time with his evocative oeuvre: sharply-dressed men flirt with ladies in red amid the smoky allure of dive bars and dance halls. His Fitzgerald-like worlds radiate class and so too should any merchandise that might aspire to sport his work.
What was produced?
Commercial Spirits recently launched the Jack Vettriano Gin, a special 44% proof edition of its London Dry. Black glass bottles were adorned with labels made from white, uncoated, matt 90gsm Avery Dennison Martele Blanc stock. Each bottle sported one of four classic Vettriano pieces, with around 380 bottles for each of the four artworks selected.
What did the job entail?
Dorset-based Amberley Labels was commissioned by Commercial to produce the labels, printing 1,525m (linear) in one pass on an HP Indigo 6800 using standard CMYK with a matt varnish on the substrate. The labels were then finished on an ABG Digicon Lite die-cutter and applied with a self-adhesive backing to the black bottles.
What challenges were overcome?
Part of the brief from Commercial was to find a substrate with a similar texture or effect to the uneven surface of an oil painting, which would recall the authentic feel of a genuine Vettriano in a gallery. Avery Dennison’s Martele Blanc stock was selected as its properties suited this purpose, but Amberley faced the problem of the Indigo’s liquid toner not adhering evenly to the surface of the substrate.
In order to accommodate the needs of the brief, which had been developed in collaboration between Commercial’s in-house design team and Amberley’s own staff, Amberley elected to adjust the coating roller of its in-line primer in order to suit the stock’s specific grade and texture. The result was faithful in its replication of Vettriano’s distinct aesthetic.
What was the feedback?
The Jack Vettriano Gin project was Amberley’s first time working with Commercial Spirits.
“I heard of Amberley as I used to work within the self-adhesive label field and knew that they had a reputation synonymous with quality and value,” said Commercial Spirits managing director Stephen Anderson. “Amberley were honest with us about timelines and delivered everything they promised they would. Every technical detail was considered prior to print and the final product really benefited from Amberley’s attention to detail.
“The quality of the label was paramount to the success of this high-end gin offering. So many customers have positively commented on the print quality and specially-selected texture of the material. I would not hesitate in using Amberley in the future.”
o you have a Killer App? We are interested in special, difficult or simply fabulous print jobs. Contact Rhys Handley on 020 7501 6388 or firstname.lastname@example.org.