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Make Significant Packaging Changes Using Storytelling Principles
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Make Significant Packaging Changes Using Storytelling Principles

As sustainability, authenticity, and brand values grow in packaging design, major changes are ultimately going to occur to your label design. Especially for large, traditional brands, this is an intimidating journey. Find success with design changes by relying on storytelling principles. You’re telling a story with your design anyway, so by incorporating these guidelines, you only increase your chance of a successful launch.

The Storytelling Principles Already You Know

There are three simple parts of a story to consider. These are great building blocks for starting to get a sense for how you want to release the new design changes.  So, start here as a baseline.

moya wine label - wine traders - great lakes labelBeginning

First, start at the start. How did this change come about? Are you changing your whole focus to be a more environmentally friendly brand with sustainable packaging materials? Well, then consider the reasons why this is an important decision for the brand, and the various reasons why it brings value to customers. Incorporate transparency into the marketing campaign too. Shoppers don’t expect a perfect company, but they want a brand to take ownership of shortcomings and provide clarity on progress.

Middle

Now that things are in motion, how will you gather information about what customers really think about it? Whether that’s a simple label redesign or a full-scale change in brand values, everyone has an opinion. Before a new direction is fully committed to, gather feedback about the baby steps and sample tests. Conduct A/B tests, or gather direct feedback from focus groups and surveys. For established and traditional brands, this step is crucial. Change is scary. Make sure you ease loyal shoppers into the new direction by confirming that most people are on board with the changes made.

 

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End

After all of the options are tested and data is gathered, it’s time to commit. Before you get to the release, double check that the labels provide the most possible value to the customers. Also, consider how this new direction stacks up against your competition. If there’s any way to go farther to outperform your competition in creating entertaining, inspiring, and value-packed labels, do it.

 

The Principles You May Not Know, But Work

These are a few of the rules storytellers live by. This goes above and beyond the beginning, middle, and end considerations and focusses on various points in the journey. So, now it’s time to consider the option of a slow release brand change. Instead of one day completely rebranding, this change comes in parts. So, say you’re a beauty brand going cruelty-free and designing a whole new aesthetic to celebrate. It’s perfectly fine to start by simply adding a leaping bunny logo, then change the label design to reflect more natural elements, and, finally, change your products’ containers. At each step, consider different label stocks and innovative techniques. As the brand aesthetic progresses, so may other needs for your packaging.

Meijer R&D Trail Mix & Nuts Bag LabelsThe Rule of 3

Have you ever noticed the magic rule of three? There are three acts to a movie, and trilogies are far more common for series of films. Often there are even three parts to a joke which uses examples, the most ridiculous being the last.

Consider the ways your new packaging could be released in three parts. Are you releasing three new products? Do you want to scatter the various release of new packaging into groups of three? Or, should the design elements be released as a whole, but in increments of three? First, the logo, then the packaging, then the label. Of course, whatever you do, leave the biggest, most exciting surprise for last.

Don’t Introduce New Characters at The End

Even with twist endings, characters who show up at the end of a film still pop up in subtle ways throughout the film. You may not notice it, but they’re there. If this rule isn’t followed, the ending feels lackluster and even boring.

So, when releasing a major redesign, don’t introduce major design elements near the end of the campaign. Adding innovative techniques near the end is a fine way to enhance the developing rebrand. However, releasing new labels and packaging before a logo redesign is a nonsensical order. The logo is crucial for setting a tone. Although it’s important to share the most exciting aspect for last, those exciting releases should be enhancing the label with labeling techniques, sharing valuable content through labeling technology, or personal touches (perhaps promotional in nature) with booklet-style labeling. They go the extra mile in an unexpected way, while also building on the previously released changes.

Don’t Waste Time, Jump Right Into The Action

Stories shouldn’t start with the hero waking up, hitting snooze, waking up again, hitting snooze, waking up for real this time, making breakfast, checking their phone, brushing their teeth, getting ready for work, walking out the door, getting in the car and heading to work before a big inciting incident like a car crash happens. No, it starts with a simple set up so the audience understands this person is headed to work, then we see the crash that changes their life. When details are included like the first example, it’s often boring and self-indulgent.

Where label copy is concerned, don’t meander around the point. Consider the brand values, the new message you’re communicating, and additional certifications or regulations and get right to it. Share the certification logos, communicate a new brand value with a simple hashtag conveying the message, or use impactful imagery to communicate a new direction. Also, consider providing more information about the rebrand on the inside of a booklet-style label, or online which is linked using labeling technology. Then, if shoppers want more details, they’re offered, but they don’t detract from all the hard work put into the new design.

El Grullense Tequila using storytelling principlesCommunicate An Idea With as Little Words as Possible

Not even talented actors make wordy dialogue sound good. Dialogue with too many questions is another major storytelling faux pas. Nobody wants to hear the main character ramble on about their lunch meeting in a romcom. No, the character just needs to rush back to their desk, boxed up food in hand to see a missed call and say a short quip about the meeting.

Shoppers are smart. It’s a major reason why minimalism has been a major label design trend for so long. They don’t want to read a lengthy explanation or study overly complicated imagery to understand what’s going on. Instead, communicate complex ideas with compelling imagery and choose your words carefully. A luxury, handcrafted tequila line with 3D style labels showing an image of the business’ property, and also includes beautiful, calligraphy style graphics, make this message understandable with a glance.

 

Learn about how innovative labeling techniques can bring your spooky design to life! Download our e-book, The Complete Guide to Innovative Labeling Techniques.

Great Lakes Label Innovative Labeling Techniques E-Book Download

 

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Ensure Your Labels are Photo Ready
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Ensure Your Labels are Photo Ready

As technology improves and social sharing and e-commerce popularize photo ready labels are crucial. Once people take the product home or open up their postal package, the product needs to be ready to be photographed and videotaped. This isn’t studio-grade content, it’s cell phone footage. As a result, you must create an impressive label no matter the display. Since word of mouth is key, so is label presentation.

The Impact of Social Media and E-Commerce

More than ever, people are likely to purchase your item online. So, not only does your label need to appear professional online, it needs to offer quality once the package arrives. Also, shoppers are sharing more and more photos and videos of their purchases online. This includes the YouTube trend of unboxing videos. Your labels need the durability and creativity it takes to look good on camera. After all, word of mouth is an extremely important promotional tool.

 

wetstick label - great lakes label - strong label stocks for photo ready packagingUse Strong Stock to Avoid Rips and Tears in Photo Ready Products

Is your product bound to get wet? Use strong label stock like The WetStick™ which uses such a strong adhesive chemistry that it can even be applied underwater. For luxury products, consider using a luxe wine stock which offers a thicker, and more durable, consistency.

Don Anselmo Label by Great Lakes Label

Highlight Details With Innovative Techniques

Help your products glow in the light. Or, draw attention to significant details with foiling techniques. Foils particularly shine in videos or Instagram’s Boomerang replaying video option. Even in pictures, the attention will go straight to the label when it glistens in the light. Also, consider using metallic stock for labeling stock that shines all over.

 

Learn about how innovative labeling techniques can bring your spooky design to life! Download our e-book, The Complete Guide to Innovative Labeling Techniques.

Great Lakes Label Innovative Labeling Techniques E-Book Download

 

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Want Your Labels to Astound Customers? Listen to Them.
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Want Your Labels to Astound Customers? Listen to Them.

Listen, it sounds simple, but it also requires a brand to drop the sales pitch. It means the only agenda is to better understand your customers, and how profitable is that? Well, it’s actually very profitable. By creating labels that excite, and provide value, the more sales there will be. As a result of good design, the relationship between the customer and your brand grows.

Subway Snapchat label with pull tab Great Lakes Label - social media link to listen to customersListen to What Shoppers Are Saying on Social Media

First, ensure you’re keeping up with direct messages or comments on your posts. Consider if negative feedback is truly trolling, or if there’s value to be cultivated. Consider going the extra mile by sending the person a survey to dig deeper into their concerns. See if there’s a way their patronage is valuable to your brand while you also consider their concerns in a controlled manner.

Or, direct customers to your pages and hashtags on your label designs. This way, customers know where to post feedback that will be seen. Of course, this requires maintenance. Ensure you respond to posts as well as like them. Also, remember to search for indirect posts by searching your brand name without the @ or relevant hashtags not necessarily promoted by your brand. For example, we might search for #GLL even if we don’t use that hashtag.

A/B Testing Offers Practical Advice

A/B testing is the process of testing design elements and gathering feedback to create more captivating packaging. By gathering this hands-on feedback, the data makes it easier to provide value to customers. Also, it provides the structure that prevents sales pitches and keeps the focus solely on the customer.

 

Learn more about how we can bring your wildest label design concepts and durability requirements to life. While techniques are important and exciting, there’s so much more to your label. Download our Label Project Guide e-book.

 

Label Project Guide E-Book Download

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Your Label Shouldn’t Appeal To Everyone
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Your Label Shouldn’t Appeal To Everyone

The appeal of a label doesn’t rely on all shoppers’ interest, only the right demographics. In fact, don’t bother trying to attract all shoppers to your product. It’s a waste of time, energy and money. Instead, make your label more fitting for the right customers who will appreciate the brand values you offer. Afterall, other brands are a better fit for uninterested shoppers anyway.

Broad Appeal Is Overrated

First, there’s no possible way to appeal to everyone. However, if there was, would you want to? Instead of being seen as the best option for a group of people, you’d likely be seen as an average option for everyone. That doesn’t inspire brand loyalty or encourage a relationship between the brand and the customer. It likely would end up meaning that shoppers seek your brand when their three other industry favorites are out of stock. Be the brand that becomes your demographic’s number one favorite. The beloved brand. Be the sold-out brand.

 

Labeling 101 Resource Center blog button Great Lakes Label - high quality

Get a Firm Perspective on Your Demographics

Before you focus on your demographic, consider who they are. What needs do you fill, and for whom does that solution help most? Make specific choices, and even create a buyer persona. Or, in other words, create a fictional character, name and all, and describe who they are, what they like, and what they need. Consider how your product currently meets their needs. Also, consider how your product and brand will develop to better meet their needs. Consider interviewing customers you currently have or send out surveys to gather details you’re not privy to. These surveys should ask about who they are, their personal habits and lifestyles, as well as why they like your product.

But Don’t Overdo It

While it’s important to know who you’re targeting, don’t spend time on who you want to detract. Don’t conduct surveys on who dislikes your product and why. It’s a waste of time. By putting your energy into cultivating value for your demographics, you’ll naturally detract the wrong people for your brand anyway. It’s important to take a look at reasons why your product and label design isn’t best serving your buyer persona, but considering those outside of your demographics is a waste of time.

Create Laser Focussed Design To Attract The Right People

So, once you know who you’re targeting, create a design that appeals to them. Again, sending out surveys and A/B testing design options is a fantastic way to get unbiased feedback without diving into clichés.

Enhance Designs With Innovative Techniques

Coffee tri-panel label by Great Lakes LabelBooklet-Style Labeling

 

Peony hand soap label with mirafoil - Great Lakes LabelKeep it Simple With Foiling

Create Content Specifically Matching Your Demographic’s Needs

Learn more about the labeling solutions Great Lakes Label offers.  We offer a variety of inks and coatings that create a label that excites customers. Download our e-book, The Resource Guide To All Things Inks & Coatings.

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Get Inspired: Travel in Label Designs
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Get Inspired: Travel in Label Designs

It’s the season of travel. So, why not use travel to inspire your next label design? These designs either incorporate motifs of transportation or represent something about the traveling experience. Use real-life experiences to influence design for an authentic touch.

Rhum Agricole Designed by Cecilia Hedin
Rhum Agricole by Cecilia Hedin

Rhum Agricole Designed by Cecilia Hedin

With the anchor motif and coordinates being front and center, this label makes you want to set sail. The Carribean and pirate influences are also quite apparent in this label. The transparent stock only serves to enhance the effect. This is the type of simple label that lets the brand voice make a strong, authentic impression.

 

The Body Shop travel ticket Designed by Sam Stringer & Shaun Baldwin
The Body Shop concept by Sam Stringer & Shaun Baldwin

The Body Shop Travel Ticket Label Concept Designed by Sam Stringer & Shaun Baldwin

Again, the brand values take the focus in an innovative way. The tickets highlight the fact that The Body Shop prides itself on using fair trade ingredients. So, while each fragrance and logo is at the top, the eye is drawn to the global impact of the brand. It also transports the shopper to other lands while they smell the fragrance.

Mayv Scotch Whisky Designed by Brendan Wilson
Mayv by Brendan Wilson

 

Mayv Scotch Whisky Label Designed by Brendan Wilson

“The branding reflects a woman’s love for romance, adventure and all things precious – solid gold capped mountains of the Scottish Highlands.” Says Wilson. Not only does this brand attract it’s demographic with a sense of adventure, it also avoids cliches! Best yet, it uses gorgeous gold foiling on the snowy peaks of the mountain motif. You don’t often see travel and luxury paired together, but they do it so brilliantly for Mayv.

 

Learn how to use marketing strategies to create labels that will delight customers! Download our e-book, The Marketing Guide here.

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How Do You Measure The ROI of Label Content?
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How Do You Measure The ROI of Label Content?

ROI, or Return on Investment, can and even should be measured with label content. This provides an opportunity to understand the success of the piece, and even how to revive it. As a result, actively watching the results creates power in creating valuable content for your labels. No redesign even required!

subway label with snapchat linking code - Content ROI blog

How to Measure The ROI

Set up tracking methods for any other connective links. So, install the Facebook pixel, watch your Hotjar recordings, and monitor Google analytics to better understand people’s path to getting to your content. Or, for hashtags, create something unique for that label design only. Once engagement occurs, take note of that interaction for the duration of the promotion.

Better still, for webpage content, create a unique link or page during the promotion. Make it so that only those connecting through the label link will be lead to that specific item. Then, from there, those who sign up for a newsletter, or make a purchase are easier to track. For video content or social media pages, make the landing page one of your own webpages simply to control the pathway.

Prepare For it Ahead of Time

An even better method is to create a plan, and a plan b, before the campaign begins. What specific measures will be put in place to see how people travel throughout your content and website? Then, which departments need access to the notes to add pertinent information? For example, while the marketing department may track visitors and website purchases through Google Analytics, consider how customer service will monitor cold calls and emails. Then, provide them access to any files necessary.

As the campaign is underway, also consider the feedback, or lack thereof, and how the content can be updated without changing the link on the label. So, if an e-book isn’t resonating with customers, maybe they aren’t giving it a chance based on a bland cover. Simply update it and re-upload it to your webpage. Since the webpage landing page link doesn’t change, the label is still effective.

 

Learn how to use marketing strategies to create labels that will delight customers! Download our e-book, The Marketing Guide here.

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Can Your Label Pass This Labeling Test?
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Can Your Label Pass This Labeling Test?

Take this simple labeling test to better understand where your labels lack, and also where they succeed in providing value. Your customers count on your labels to provide information, but also inspiration. This test isn’t singularly about following legal requirements. It’s also about the ways in which the design goes above and beyond to provide exceptional service for your customers that outshines your competition.

 

The Labeling Test

Print this checklist and try it out!

Bissell Cast & Cure - Great Lakes Label - labeling testAppeal

Innovative techniques used  enhance label’s design

MiraFoil – a precise liquid foil

Hot Stamp – a brilliant foiling technique

Cold Foil – luminous shine

Embossing – a stamped, raised effect

Tactile Screen –raised effect created on top of the label

Soft Touch –cashmere soft texture

Motion Coat –holographic look using light and texture

Cast & Cure –  holographic, colorful look

Booklet-Style Labels – peels open for expanded content panels

☐ Links customers to content which provides even more, relevant value

◊ Hashtag

◊QR Code

RFID or NFC technology

Heineken Label by Great Lakes Label

Practicality

☐ All regulatory copy and graphics are included

☐ Any applicable association, certification, or program logos are included

☐ The copy is straightforward and also honest about product’s capabilities and attributes

Instant Redeemable Coupon (IRC) provides clear information on customer redemption (if applicable)

☐ The brand’s message and core values are clear

Voice of copy matches copy used on the website and even social media posts

☐ Full title exposed when looking straight on at the product

 

moya wine label - wine traders - great lakes label

Quality

☐ The stock is created with sustainable or recycled materials

Water resistant (if applicable)

☐ Heat resistant (if applicable)

Will not fade in the light

☐ Water dissolvable (if applicable)

 

Learn even more about how we can bring your wildest label design concepts and durability requirements to life. While techniques are important and also exciting, there’s so much more to your label. Download our Label Project Guide e-book.

 

Label Project Guide E-Book Download

 

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What Will Labels Be Like in 100 Years?
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What Will Labels Be Like in 100 Years?

A lot changes in 100 years. Just take a look at the history of labels thus far. So, take a look ahead and consider the way trends change to outperform your competition. After all, it’s impossible to stay ahead of competitors label design if your packaging is two steps behind.

 

What We Know For Sure About The Next 100 Years

Nothing, but chances are labels will still be around. Although there is a push for raw goods both in the food and beauty industries, regulated information still requires communication. Chances are, that communication will take place through labels.

 

Bissell Cast & Cure - Great Lakes Label - 100 years time

Innovative Labeling Techniques

Not only will innovative techniques become much more common as time goes on, but so will design realism. So, imagine a label designed to replicate the night’s sky. As of right now, Cast & Cure is the ideal technique for creating a shimmering light over a dark background. By today’s standards, this is an impressive feat. However, with the development of the darkest black material, vantablack, it’s a matter of time before more realistic spacescapes come to fruition. Imagine holographic stars that literally pop off the label and a milky way galaxy replica that seemingly goes on and on. Not only will a simple label offer hyper-realistic looking objects, but they have the potential to fully transport you to new lands.

 

Labeling 101 Resource Center blog button Great Lakes Label - high quality

 

Technological Developments

Technology is developing at such a pace that it makes it impossible to fathom where we’ll be in 100 years. Instead, certain principles are likely to remain the same. Currently, labeling technology such as RFID (Radio Frequency Identification) and NFC (Near Field Communication) link customers to helpful online content. Even simple QR codes or hashtags work to offer shoppers more than they pay for. Even those who don’t ultimately purchase the product have access to the material offered.

What sort of material does labeling technology offer?

  • Community involvement
  • E-books
  • Web pages
  • Blogs
  • Video tutorials
  • Recipes
  • Helpful apps to further engagement with the product when in use

How does this material impact the end user?

Not only does this create a more personal connection between the brand and the customer, but it also ensures the customer is more likely to find success in using the product. Or, it provides an opportunity for the shopper to become an advocate for the brand. Word of mouth is a crucial element for brand trust, after all.

moya wine label - wine traders - great lakes label

Sustainability & Packaging Material Changes

Many companies have already put momentum behind sustainable packaging alternatives, and vow to eliminate waste within the next ten years. As our climate continues to change, so will the commitment to environmentally friendly labeling options. For example, there are currently many green label stock options such as Avery Dennison’s Clean Flake, and Wausau’s plethora of FSC (Forest Stewardship Council) certified options.

There are various other materials in the creation process to offer more impactful alternatives to tree oriented paper. For example, there are mushroom and milk alternatives making waves. The goal is to completely eliminate the current paper production process with something that leaves a smaller footprint.

 

Empathy is King

Customers want to be heard, supported, and provided goods and services that enhance their lives. Every development improves the shopping experience for customers, however, brands will continue to grow more competitive with going above and beyond to serve value. Perhaps, with the growth of artificial intelligence, what’s being hailed as the third industrial revolution, a more hands-on approach will popularize. Currently, online AI communication is already a standard practice. As a result, life is brought to the lifeless, and a relationship is strengthened. Perhaps as time goes on, this relationship will develop with physical at-home AI options.

 

E-Commerce

Again, as technology develops, at-home ease continues to develop. So, the e-commerce may not just be commonplace, but essential in a 100 years time. Meaning, label design will focus specifically on the unpacking experience for customers, and shopping from home for good and essentials will become the primary way for customers to meet their needs.

 

Design Principles Are Classic For a Reason

No matter how the stock, shopping experience, and technology changes, the principles of design will remain the same. So, titles still need to fit the label face. Colors have to compliment the whole scheme. Even balance and white space consideration are crucial for both minimalistic labels and designs chocked full of design content.

Consider that designs develop into something so minimalistic that they become one-inch squared, water dissolvable, black and white labels. Especially for produce, they’re there to communicate the bare minimum, eliminate waste, and ensure ease of removal for customers. These labels will still require the text to fit proportionally into the one-inch square and the ink still needs to last, or color match any branded black tones.

 

Human Touches Persist

Even, or rather especially, because of AI developments, human touches are important. Shoppers want to feel as though there are real people behind your brand who empathize with their needs and care about the value your product offers. Whether this is shown through the content you create for your labels, the online persona, or the hand-drawn touches, these elements are critical. As technology develops in unforeseen ways, humanity becomes more and more crucial. Even now it becomes hard to envision customers as living breathing people when you can’t interact with them the same we could 100 years ago. As time pushes on, never lose sight of the responsibility of compassion and how that often translates into trust and outreach.

 

Learn about how innovative labeling techniques can bring your spooky design to life! Download our e-book, The Complete Guide to Innovative Labeling Techniques.

Great Lakes Label Innovative Labeling Techniques E-Book Download

 

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Go Viral With Your Label Design
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Go Viral With Your Label Design

Everyone wants to go viral these days. It’s understandable considering how influential a viral marketing campaign is. So, create labels that break boundaries and offer your customers value at the same time. It may just be easier than it sounds.

First, A Disclaimer

You can’t predict whether or not you’ll go viral. You can only perform certain steps to give your brand the best shot. So, while we have tried and true options, they don’t necessarily mean that they’ll make your business erupt with business. As they say, or more specifically, as Seneca once said…

“Luck is what happens when preparation meets opportunity.”

Now, Set Your Goals

This may seem counterproductive since you can’t determine how successful a campaign will be, but what is your definition of success? Is it a number of Instagram views? A number of product purchases? Or, are you looking to increase your follower count and convert strangers into loyal fans? Whatever it may be, these numbers help you get a bearing on how the campaign is going and whether or not to do more to reach that goal.

Do What’s Always Been Done Before, But in a Brand New Way

If you take a look at viral label design campaigns in the past, you’ll notice that they’re not revolutionary, but they’re exciting and valuable.  The Pepsi emoji labels used personalization just like other brands have, but it also created a unique, on-brand, and fun experience for customers. Don’t be afraid to move forward with a concept that has roots in other concepts. Just don’t copy. Instead, make sure the idea is so good that it’s worth the comparison.

 

Lake Day Chardonnay Sample R&D Label Designed By Great Lakes Label

Lake Day Chardonnay R&D digitally printed wine label designed by Great Lakes LabelTest, Test, Test

How do you know your design has the potential to go viral? A/B test. By getting feedback on the design early on, there’s less risk and more data-backed information driving the campaign forward.

Go Above and Beyond

Don’t just create a pretty label. Create a useful label that has the potential to be transformed or repurposed. Create a label that reveals something to the customer using labeling technology. Or, create a label that allows customers to stop and celebrate life in some way.

 

Learn how to use marketing strategies to create labels that will delight customers! Download our e-book, The Marketing Guide here.

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Visit Us at Cultivate 2018!
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Visit Us at Cultivate 2018!

Cultivate 2018 is upon us! Stop by booth 1861 to learn more about Label Gator’s custom horticulture labeling systems and Great Lakes Label’s horticultural label design options.

Cultivate 2018 logo

More on Booth 1861 at Cultivate 2018

On top of providing one on one meetings with our team, stop by to see the following systems on display:

 

Learn more about the labeling solutions Great Lakes Label offers.  We offer a variety of inks and coatings that create a label that excites customers. Download our e-book, The Resource Guide To All Things Inks & Coatings.

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