Labels and Commercial
The Cin-Made Corporation needed to partner with a printer able to handle
the exacting standards set by Austin, Nichols & Co. To set its product
apart from other bourbons, particularly in the overseas and duty-free
markets, Austin, Nichols wanted a high end canister including a rich
graphic look incorporating the look of the labels on their bottles with
They also wanted the package to have a “classy” feel. A ripple effect was
wanted for the background of the Rare Breed and eight-year-old brands, while
the 12-year-old version was to have a matte look and feel with a rich
combination of burgundy and black for the graphics. To create the color,
ten colors of ink were necessary.
With such a complicated package, extremely close teamwork was called for. Lithocraft, Cin-Made, the graphic design company, and the marketing and
purchasing people from Austin, Nichols met several times in New York to
coordinate the project. It was very important to find out the expectations
of the designers and marketing department. The problems of trying to mount
an embossed label onto a fiberboard without "squeezing" or "flattening"
the emboss is an example of some of the issues that were addressed and
agreed upon. Representatives of the design firm and Austin, Nichols were on
hand at Lithocraft to ensure that the printing was exactly what they
wanted. They also were on hand at Cin-Made to view the canisters being
The results of this hard work were noticed almost immediately out in the
field. The bourbon flew off the shelves and the packaging looked so great
it was featured in Packaging Digest.
Fast deadlines don’t leave any room for errors. Close teamwork reduces the
chances for mistakes and opens the door to the on time delivery of quality
printing and packaging.