Disha's Diary: Label Yatra for 17 designers
Nirav Shah, founder of Letra said “We thrive on innovation. As a company we have a reputation for the value that we add plus the variety of options that we provide our customers. Label Yatra helps designers know the concepts so that they inculcate these in their concepts and bridge the gap between the converters and decision-makers like brand owners and product managers.”
13 Feb 2024 | By Disha Chakraborty
The first edition of Label Yatra was held on 19 January, 2024 at The Letra Graphix factory in Ahmedabad
- Who: Letra Graphix in association with Avery Dennison and Gallus
- What: The first edition of Label Yatra
- When: 19 January 2024
- Where: The Letra Graphix factory in Ahmedabad
- Whose benefit: 17 packaging designers from across the country
- How so: A factory tour along with knowledge-sharing sessions which highlighted label evolution, innovations, new substrates and the challenges
- USP: Understanding the flexo process and demonstrating how a label converter adds value to design
D-day. It started with a factory tour that involved machines demos of three flexo machines (the eight colour EM280, the ten-colour EM280 and 18-colour EM340S) and the hybrid-flexo plus digital (Labelfire- 12 colour + foiling + screen print). All customised by Gallus as per Letra’s needs.
We were informed that the sum total of all the machines ensured a daily print of 43,000 metres.
After the factory tour, there was a detailed discussion about anti-counterfeiting. The first round of discussion revolved around the deployment of thermochromic inks, glow in the dark inks, fragrant inks, ink colour mixing and how to intelligently use a simple varnish. The ink kitchen at Letra showcased their ink innovation clout.
Packaging designers and branding strategists like Tasneem Vasi and Jashvi Shah of Ctrl M, Yugandhara Dalvi and Nikhil Phadke of Elephant Design, Eheeta Gurung and Sreerag Paul of Conron Design, Toral Kabra of Beyondesign, Deepti and Swapnil Kshirsagar from TCT Strategic Branding, Shrushti Rao and Hardeep Singh from Bizongo Desworks, Krupa Kapadia and Shahbaz Khan from Stratedgy and Sumit Chaurasia from Famous India were the part of the Digital Yatra.
Letra was named the PrintWeek Digital Printer of the Year, marking a significant shift in the perception of digital printing technology. No longer just a feature for variable data printing, digital printing has become a standalone technology that is able to handle short-run jobs, even in industries like label and packaging printing that have traditionally relied on flexo, offset, and gravure printing methods.
Key discussions at Label Yatra:
Sustainability
Sustainability is not always using a biodegradable or recyclable material. It is also about process optimisation, waste minimisation and using the resources efficiently.
Costing
Letra’s samples effectively showed that innovative and premium-looking outcomes do not necessarily translate to exorbitant costs. Combinations like double screen printing instead of Embossing give similar effects.
Anti-counterfeit
There are non IT-based solutions to counterfeiting as well like microtext, speciality inks, multicolor printing, double screen printing, multicolor foiling and many more that Letra has rolled out.
Design
If you know the process, you can leverage it to design better is what this Yatra aimed at. The digitally printed multi-colour Kaya label looks simply everything, including die-cut. The company digitally printed a special colour on foil to generate copper colour, which it stated, cannot be produced on a flexo machine.
The Label Yatra event provided a comprehensive and insightful exploration into the intricacies of label printing. From understanding what value addition means at the converteres end, to understanding how we can use these while we design were both informative and engaging. The hands-on demonstrations and case studies showcased the impressive capabilities of modern label printing techniques, leaving me inspired and eager to apply this newfound knowledge.
Jashvi Shah (Ctrl M)
For me Label Yatra was a great platform to discuss possibilities in label printing with the veterans in the industry along i.e. Letra Graphics along with our fellow creative experts. The best part was understanding practical implications of the new and hybrid technology in printing and its application to solve the problems for brands with a touch of creativity.
Swapnil Kshirsagar (TCT Branding)
The Label Yatra was a unique journey that took us behind the scenes of the latest print technologies. Delving deeper into technicals broke the commonly accepted misconceptions about the limitations on colour, finishing and substrates that can be achieved with mainstream printing techniques. This will enable us as designers to consider more innovative interventions in the future.
Sreerag Kongot (Conron design)
What made it special for me is the size of the group, the right speakers and audience which came together to fill in the gaps when design shifts hands from one to the other. The sessions showed shifts in innovative printing solutions, even in subtle ways, that can be implemented at the design stage which results in cost effective and innovative solutions which we can provide our clients. Premium labels, budget-friendly solutions and counterfeiting applications were the three take-aways for me.
Toral Kabra (Beyondesign)
Label Yatra organised by Letra Graphics was one of a kind event. I am glad to have actively participated in it as the knowledge will help us add value to the projects and brands we engage with as an organisation. The Kaya label was one of the most intriguing labels for us.
Deepti Kshirsagar (TCT Branding)