Amberley Labels, part of the Coveris Group, has teamed up with Sheffield, UK sauce brand Henderson’s Relish to produce a limited collection of 3000 uniquely labelled bottles to raise money for charity.
With a secret recipe dating back to 1885, known to only three family members, Henderson’s is regarded as a ‘strong and Northern’ brand, with a dedicated and passionate fanbase. The brand has long produced limited edition prints, including commemorative bottles for Sheffield United and Sheffield Wednesday football clubs in team colours. For this new project, featuring a completely unique label as part of an initiative to raise money for charity, Henderson’s turned to lettering artist Oli Frape and Amberley Labels to create the one-of-a-kind look.
3000 one-of-a-kind labels were produced using hybrid printing in combination with data
Amberley developed a bespoke data-led means of creating unique combinations of Mr Frape’s hand-drawn letters, whilst retaining his distinctive style and Henderson’s signature orange and black design. Printing was done using a newly installed MPS EF Symjet 430 hybrid line, combining the Dutch press manufacturer’s flexo expertise with Domino’s inkjet digital printing prowess. Produced at Amberley’s state-of-the-art labels facility in Boston, Lincolnshire, the technology used to create these labels has been developed in-house by Amberley bringing together the flexo and digital print capabilities of the MPS EF Symjet, with a suite of bespoke algorithms for generating unique data driven concepts, and supported creatively with label design.
The limited-edition bottles, which will also be hand signed by Mr Frape, will be sold online to raise money for the children’s hospital charity, Bears of Sheffield.
Commenting on the project, Mr Frape said, ‘My aim when I originally started this project with Henderson’s was to create a truly limited run of just 3000 bottles, and I wanted to explore ways to really capture how unique and limited these could be. Initially we looked at screen printed labels due to the nature of this process producing a slightly different print each time – that uniqueness is part of what makes screen printed artist editions valuable.
It soon became clear that screen printing was not viable for this kind of label so I was excited to hear that Coveris was exploring and utilising a data-led approach to personalisation which meant each label could still be different from the next in small ways – just like a screen print. The result is a truly limited batch of label/bottle artworks which become more covetable in their scarcity and ultimately drive sales to benefit the charity.’
Andy Wilson, colour director with Coveris’ Graphics, Labels & Board division, commented, ‘We are so proud to have worked on this project with both Henderson’s and Oli, and hope that our hard work to deliver a completely one-of-a-kind solution really pays off for the charity.
‘Having spent the last 18 months investing and trialling new print technology, we have found a new sweet spot for the use of dynamic, data driven personalisation – made possible through the opportunity to be involved in the full creative process. This has enabled us to really push the technical boundaries of our own print technology through a more inclusive design process.’
Seb Waxman, operations manager at Henderson’s, added, ‘From all the team at Henderson’s, we’d like to thank the staff at Coveris for all their hard work on this project. With their help we have created something amazing to raise money for The Sheffield Children’s Hospital Charity. Their support and passion for creating something unique for such a great cause has been fantastic. We are all over the moon with the outcome and we think the people of Sheffield will love this label.’
