AJS Labels has just embarked upon a massive print and over-labelling project for Dulux. This is part of the company’s global re-branding exercise.
Dulux - an Akzo Nobel brand- is a leading household paint manufacturer with presence in over 100 countries. It has a broad range of paints and finishes and is one of todays most admired and recognised paint brands.
The company is seeking to deliver the first ever global paint brand, thus providing a harmonised look to all its products, worldwide. The global roll-out began in April 2011 in Vietnam and will be fully launched by 2013 in all 54 markets.
The re-brand itself has focussed on the Dulux logo. The new design incorporates an energetic figure and colourful flourish and fully captures the brand’s call to action, ‘Let’s Colour’. The Let’s Colour program is committed to making a positive difference to people’s lives globally through colour. The company has, to date, donated 240,491 litres of paint to help transform community buildings and create a better living environment for many people around the world. you can find out more on Let’s Colour YouTube channel.
In the UK, Dulux’ unique brand mascot, the Old English Sheepdog is to remain. This hugely popular dog, first introduced in the 1960s, has been used to promote the paint through television, print and packaging adverts.
AJS Labels beat some of the largest label printing companies in the world to secure this contract.
‘We are delighted to be part of such an exciting project,’ said AJS Sales Director, Tim Gittings. ’It involves printing 2.5 million complex base labels and over-labelling these with a series of colour swatches and barcodes’.
The base labels demand the very highest quality flexo printing. The designs require attention to colour matching across the background and care with the image of the Dulux dog. The new Flourish logo presents its own challenges as the colours change from red to blue, through a series of fine vignettes.
A team of 25 additional staff have been recruited to assist with the over-labelling aspect of this contract. The work is being carried out in a designated unit, adjoining the main AJS Labels site. The team is led by AJS Purchasing and Logistics Manager, Sean Peat. Sean has experience of smaller over-labelling projects and has achieved 100% quality record with these.
‘This is a fantastic challenge for us and one that we very much welcome. We’ve got an excellent team on board and to date are ahead of schedule’, said Sean.
We are due to complete Project Flourish in November 2012.
If you have any fulfilment requirements that you are looking to place, please contact Tim Gittings on 07771 555834, we’d be delighted to help out if we can.
