Mastery of a job so complicated that other label converters turned away from it, has seen MCC Albany named Supreme Award winner at this year’s 2024 New Zealand Pride In Print Awards.
Judges described the winning Red Mill Rum label as a “unique concept”. They said, “It featured two beautifully-enhanced sheets of stock run simultaneously with 23 precise dieline cut-outs apiece removed across a print run of 6500 – this job presented significant technical challenges.
“Being a self-adhesive label, the backing liner needed to remain intact for application, which eliminated the usual efficient option of ‘punching’ or ‘blowing’ out the cut-outs. After much collaboration and trialling, a cost-effective solution was found to complete the tricky removal process on the press.
“Furthermore, with the heavily-textured stock to feature large solid areas as well as fine text and lines, the job required considerable make-ready and precise application of gold foiling and high-build spot varnish. These processes needed to be mastered across three passes on two different presses.”
MCC Albany New Zealand sales director Marco Adriaanse described being “overwhelmed” with the prestigious award. “For the company it is recognition of decades of craftsmanship,” he said.
“The technicality that is involved in that particular job goes beyond what most people will understand when they look at a label.
“Most label converters are going to say ‘no thank you, we simply can’t do it’, because in the process of trying to remove the cut-outs, they end up ripping the label. MCC Albany is the only company, based on my knowledge, that can produce this.”
Adriaanse said the label – printed for an Australian business – was also a reward for his firm’s commitment to longstanding relationships with designers that “play right at the edges”.
“This particular designer, Ben Galbraith, has a habit of pushing the envelope.”
He said the client – which used the label in launching a high-end, niche product as a new entrant to the Australian rum market – was “over the moon” and “couldn’t be happier” with the result.
“Australia is not necessarily known for producing rums. So, you’ve got an investor who has pumped a fair bit into a product and wanted a label that stands out more than anything else on shelf.
“It was a standout performance – exceeding the brief."
Adriaanse said, “From a business perspective, to go back and pass on this acknowledgement from industry, that has been peer reviewed, is massively satisfying.”
