We Are Alexander accurately predicts artwork distortion with Esko Studio Toolkit for Shrink Sleeves

The customer

Redefining marketing

With a global network of 1,000 talented employees in 12 countries We Are Alexander redefines the role of marketing agencies on a global scale.

Representing more than 26 best-in-class marketing services, We Are Alexander provides fast-moving consumer goods marketers a true, fully linked and integrated strategy-to-shelf marketing solution.

Their impressive client list is a virtual who’s who of Fortune 100 companies that market some of the world’s most iconic consumer brands.

For the most part, we wanted to eliminate the guesswork of printing and reprinting design scenarios and avoid costs of going to press and heat tunnels to create a physical mock-up.

Mark Meyer, Senior Premedia Director, We Are Alexander, USA

The challenge

Finding a better process to predict shrink sleeve distortions

While the graphic design team created excellent designs, the process of creating distortions for artwork required some calculations along with some guesswork. Their measurements were quite accurate, but they aimed to predict shrinkage even better, especially on irregular shapes.

At the same time We Are Alexander wanted to show 3D renderings to the client, and demonstrate how certain objects in the artwork could react to counter distortion.

Studio Toolkit for Shrink Sleeves is simple to use and is up and running quickly. As far as I know, it's the only product that accurately mimics the prediction of shrinking.

Mark Meyer, Senior Premedia Director, We Are Alexander, USA

The solution

Irregular shapes & multipacks

We Are Alexander often works with irregular shapes designed in a 3D modeling program. Studio Toolkit for Shrink Sleeves is able to import these shapes and simulate a virtual shrink sleeve around them. Designers instantly see in 3D what artwork elements suffer from the distortion.

“From there creating the label is pretty easy,” explains Mark Meyer, Senior Premedia Director. “Virtually any packaging structure can be used to create a shrink label, and artwork wrapped around that.”

“Studio Toolkit for Shrink Sleeves is also very helpful when we want to show the customer what it will look like to wrap a shrink sleeve around a case of soft drink cans or bottles,” Meyer continues. “When showing a shipping box used as a display we use Studio Toolkit for Boxes and Studio Toolkit for Flexibles. We can show the tear-out of the box, exposing the product inside.”

Studio Toolkit for Shrink Sleeves cuts down production time exponentially—perhaps 10 times faster or more. Once we have an approved carton model, it could be as much as 50 times faster.

Mark Meyer, Senior Premedia Director, We Are Alexander, USA

The benefits

Production is 50 times faster

Many clients do not have a good idea of what the design will look like in the final form. We Are Alexander uses Studio as a quality control tool offering a prediction of distortion. Based on a virtual pre-distort of the artwork the brand owner can decide to alter the artwork.

The Esko Studio 3D modeling process is significantly faster and cheaper than creating physical prototypes and going to heat tunnels. 3D renders in Studio allow the designers to experiment with many styles and sizes.

Studio Toolkit for Shrink Sleeves

• accurately simulates a virtual shrink sleeve around any object: round objects, irregular shapes and even multi-packs.
• is very easy to use by designers, who place graphics on the structure in Adobe Illustrator and instantly see what artwork elements suffer from the distortion in 3D.
• avoids cost for prototypes going to press and heat tunnels.
• cuts down production time exponentially, as much as 50 times faster.