The Label Makers goes for gold with label update
The Label Makers, which has been creating premium quality labels for over half a century, has produced a label update for gin producer, Hawthorn’s, to celebrate a recent award success. Hawthorn’s has earned worldwide recognition after being awarded an unprecedented fourth gold medal at the highly regarded San Francisco World Spirits Competition.
Hawthorn’s gin was inspired by the grandfather of Hawthorn’s founder, Will Turnage. His grandfather ‘Skip’ was a WW2 Commander in the Royal Navy who disliked rum so started distilling his own gin made from botanicals he had collected from around the world. Turnage discovered the recipes in his late grandfather’s diaries and recreated the gin in his honour.
The nautical nature of the gin’s heritage is reflected in their label design. The front label has the textured effect of an original oil painting, with a depiction of a cold seascape with crashing waves.
Kevin Lyons, sales director at The Label Makers, explains how such an intricate effect was created: ‘The front label is like a miniature oil painting applied to the bottle. To depict the heavy strokes that a palette knife would make to lay down thick layers of oil paint, we used highlights of screens to create a similar effect. The outcome can be appreciated by touch as well as sight, providing the customer with a heightened product experience.
‘To celebrate Hawthorn’s award success, a gold medal for each of the four wins punctuates the seascape design. Gold has been hot foiled on top of the print, whilst using a second silver hot foil to frame the ‘Hawthorn’s’ title. The hot foil detailing helps to convey the premium nature of the gin.’
‘The back label follows the same nautical principle, with a double sided print in full colour. Placing the descriptive text on the outside of the label, allows maximum focus on the image on the inside of the bottle, which can be seen through the liquid. The double-sided label creates maximum shelf appeal, denotes quality and reinforces the nautical theme. We had to adapt our machines to cater to such a thick label, to ensure we delivered on the client’s needs,’ he added.
With Hawthorn’s focus on quality over novelty, The Label Makers was perfectly placed to deliver a label with the same ethos as the gin maker.
Will Turnage, CEO at Hawthorn’s, said: ‘In the last five years The Label Makers has produced approximately 200,000 labels for us. In that time, we have developed a great working relationship and the company has earned our loyalty with its quality craftsmanship and excellent service.
‘This label design is an object of desire. It truly looks and feels like the oil painting from which it was copied. We are pleased with how well it has been received by the trade so far.’