Label of the Month June 2017
This month it was easy; The English Whisky Co. Based in England’s oldest whisky distillery, in St George’s at Roudham, Norfolk, this beautiful distillery was designed and built by the Nelstrop family for the specific purpose of producing the very finest English Single Malt Whisky. The Nelstrop Family have a 600-year-old tradition of growing and processing grain and that knowledge is reflected in the taste of their product. Andrew Nelstrop, the owner of The English Whisky Co., worked closely with Label Consultant Geoffrey Woodward to achieve the perfect labels for his brand.
Before working with Label Apeel, the labels that adorned The English Whisky Co., bottles were home-designed and overprinted in house. However, with the brand's 10th birthday this year, the decision was made to re-brand and create a label more fitting of the quality of The English Whisky Co.
“Label Apeel first caught Andrew’s eye with the labels we’d done for a gin client", says Geoffrey Woodward. "He was intrigued by the quality of embossing and foiling and I think we were on his radar being known for our high-quality label production. We were then introduced to Craig Mackinlay of Breeze Creative who had recently rebranded The English Whisky Co, and is the label designer, and things blossomed from there."
The Label Apeel team were tasked with ensuring consistency of branding across packaging and were required to match to a colour on a different material than the uncoated paper the label is printed on. This was done by taking ‘LAB’ values of the product presentation box as a starting point and then visually matching by eye.
Geoffrey explains the hurdles that Label Apeel overcame during this process: “With use of the uncoated Tintoretto material, there isn't an even surface for foiling to sit evenly on. This is especially challenging when the design is a reversed-out foil stamp at such a small size. After discussion with the designer and the production team at Label Apeel, there was an agreement on alterations to the design of the detail in foil tool to ensure the design converted accurately in the production process. We’re happy to say it worked really, really well.”
Andrew Nelstrop from The English Whisky Co. provided a little more background to the product, adding: “Our whisky is batch made by hand with no computers, filled into casks and left to sleep until our distillers consider it perfect for bottling; which, of course, we do by hand - one bottle at a time. The products with the new brand and labels don’t launch in the UK for a few weeks, but the feedback from the trade has been excellent when we’ve shown visuals of what is coming.”
Andrew encourages whisky lovers to see the labels for themselves on shelf in the distillery in the coming weeks. “The distillery is open to the public and receives 50,000 visitors a year. Visitors can walk the 10 acre grounds and picnic by the river, or shop in the whisky shop where they'll not only find English Whisky, but hundreds of other single malts from around the world. English Whisky can now be found in 14 countries from Australia to Sweden.”