Previous Design To Drink interviews have highlighted the art, design, and marketing processes of many creative minds in the craft beverage industry. Now, we turn to a process that takes place in the background, yet one that should not be overlooked or forgotten; Label manufacturing. In our mini-series, Craft To Can : Giving Life To Label Design, we teamed up with Andover, MA-based printer, New England Label to give you a behind the scenes experience to help showcase this unique and vital process. We were fortunate to discuss various aspects of the business with Ryan Dunlevy, sales and marketing manager for New England Label. Topics included the business of label manufacturing, how communication between manufacturer and brewery works, and the physical process of digital printing as it pertains to the craft beverage industry. Whether you are a new brewery looking for advice on this subject, or are a frequent craft beverage consumer with an interest in label design, we are certain the following interviews, and our first short film, will be beneficial to you.
CRAFT TO CAN (PART ONE) : THE BUSINESS OF LABEL MANUFACTURING. Our first interview with Ryan Dunlevy covers the business of label manufacturing, and how his team communicates with breweries, artists, and designers to fulfill their creative visions. As consumers, we are naturally drawn to the finished label design we see on store shelves, in breweries, through social media, etc. We purchase it, we consume it, and then it gets thrown in the recycling bin. It is somewhat ironic and fascinating that so much time, effort, and cost goes into designing and manufacturing an item that ultimately gets thrown away almost as quickly as it is produced. What is rarely realized from a consumer standpoint, is that there is a complex process taking place in the background to bring all of this design work to life.
CRAFT TO CAN (PART TWO) : THE LABEL MANUFACTURING PROCESS. Our second interview with Ryan Dunlevy dives into the flexibility and nearly endless possibilities of digital printing. Machinery, color output, special finishes, and more is discussed here. As a product designer, I still geek out from time to time when I get the opportunity to see how something truly works or how something is put together. Combine that with my love for the craft beverage industry, and I was ecstatic to see how some of my favorite labels were made at New England Label. I hope this interview will bring out the inner designer in you!
…And now for our feature presentation, CRAFT TO CAN : GIVING LIFE TO LABEL DESIGN. Our first short film is the culmination of our efforts to showcase the label manufacturing process in the most authentic way possible. With that said, we are pleased to present this visual immersion, from initial press proof to the finished labels on cans. We hope you enjoy the experience!
We hope you enjoyed our label manufacturing mini-series, CRAFT TO CAN : GIVING LIFE TO LABEL DESIGN. We owe a huge thank you to Ryan Dunlevy and the entire New England Label team for partnering with us on this endeavor. If you wish to learn more about what New England Label has to offer, please visit their web site, here.
We also owe huge thanks to the talented Alex Freeman, who helped us shoot this short film. You can find more of his work on YouTube, and Instagram.