Label printing is an industry that few pay enough attention to - until print quality affects brand image. It is the care taken to maintain every brand's quality that has seen Gauteng-based label print specialist Labelpak post 22% growth in the last year. Labelpak directors Mark Sherriff and Barry Skjoldhammer have almost 80 years of experience in the industry between them, and have seen the quality of printed labels go through massive changes since the 1970s.

"Years ago, print choices were restricted by cumbersome equipment and techniques," says Sherriff. "Today; however, we are looking at photographic-quality labels that literally jump out at consumers in stores. We are a key part of marketers' efforts to protect and enhance brand image for their clients."

From a family business run from a small house in Alberton, Labelpak has evolved entirely since Sherriff and Skjoldhammer bought the company in 1991. "Our first task was to deal with quality," explains Skjoldhammer. "The operation had some good clients in the fruit juice and dairy sectors, so we began to rejuvenate the company by rebuilding the equipment to produce better quality labels."

 Mark Sherriff and Barry Skjoldhammer

Later, the directors imported sophisticated equipment from Europe. "Labelpak currently prints around 1 500 km's of labels a day across its flexographic, lithographic and digital machinery. That's the equivalent of a trip to Cape Town every day, and then some," says Sherriff. "Importantly, our growth this year has come primarily from repeat business, which means that our clients are looking for consistently high quality work."

With three flexographic machines suited to printing solid colours and greater ink densities; two waterless printing machines that enhance print definition during reproduction; and two HP Indigo digital machines that offer photographic quality prints, Labelpak works together with clients to ensure the best, fastest and most cost-effective method of print for any given job.

As one of only five companies in the country that offers digital label printing, Labelpak is clear on its benefits for clients, who require the best quality product: "Digital printing has had a huge impact on label printing with sophisticated, high-quality labels expected by agencies and brand managers," says Skjoldhammer. "The more sophisticated markets within the FMCG sector demand this quality and service, and Labelpak has been geared for flexibility. Someone can bring us a concept and we can take it from there, through our in-house design studio to job completion."

The company's many years of experience provides for a quick assessment of which print method will be most suitable, and the number of machines housed in its 2 000 m2 shop ensure a fast turnaround time. "In assessing the jobs, we take into account the vast colour range afforded by digital printing where necessary, as well as waste, which runs at 1 to 2% on digital; 4% on waterless offset and up to 10% on flexographic printing, making digital printing extremely cost-effective and environmentally-friendly in this regard," adds Sherriff.

As a label specialist, Labelpak has its own slitting unit, which enables it to import materials directly and offer one of the broadest ranges of label substrates in the country.

Current clients who bring repeat business to the label specialist include the likes of Coca-Cola, Parmalat, Annique, Clicks and Famous Brands - the holding company for Wimpy and Steers. "We've built our business primarily on word of mouth," Sherriff says. "We adhere to Best Principles in Manufacturing. Labelpak was awarded ISO 9001 accreditation three years ago, which ensures consistency. In our business, repeatability is as vital as dependability."

Both directors attribute Labelpak's growth and success to good market penetration and a commitment to dependable, reliable service. "Our first month's turnover was R250 000," Skjoldhammer muses. "Now, 18 years later, our turnover for October was R6- million. We believe that the key to this has been our staff - many of whom have been with us from the start - combined with our industry expertise, dedication to quality and constant upgrading of equipment and training."

Digital print operators are sent to HP headquarters in Europe. "This not only ensures that they gain expertise in operating the equipment, but that they are able to understand the entire process and offer the client their expertise," Sherriff says.While many local companies have found recent times economically difficult, Labelpak is working long and hard - and has once again outgrown its premises. "We are fully subscribed right now, and need another press. We will be making a decision soon as to what type to invest in," Skjoldhammer explains. "Digital is currently the biggest selling printing press globally - it's less expensive than inkjet printing, can be printed directly onto products, it increases the scope for creativity and offers the highest quality available - so we may opt for another digital machine."

The future looks good for Labelpak and its clients. "Whether it's labels for the pharmacy, food, engineering or entertainment industries, we base our work on a simple truth: brands flourish with quality printing," concludes Sherriff.