The Real Pet Food Company needed to launch a new product in 3 countries, with an against-all-odds deadline.
Task’s A to Z project management resulted in...
> New packaging for 50+ SKUs completed on time, in only 7 months.
> Brand-perfect colour consistency across 7 local and overseas printers
> Use of high-res photography in their master design that previously wasn’t achievable
> Reduced hassle for the marketing team
Problem 1: AN EXTREMELY TIGHT DEADLINE
The Real Pet Food Company decided to do a major rebranding of their recently acquired pet food brand “Billy + Margot”. It was a massive undertaking – the new brand would be applied to over 50 SKUs in Australia, New Zealand, and the US.
The new packaging had to be on shelf in only 7 months when a project of this size and complexity would typically take about 18 months.
Our technical design team quickly turned out rollouts of the master design, with each SKU completed in only 5 days, 50% faster than what it would have taken with previous suppliers.
Under the guidance of our onsite account manager, the new packaging launch went from start to finish on time. The Task approach enabled fast turnarounds and the flexibility to incorporate last minute changes. Nothing got missed or overlooked.
Problem 2: STYLISED PHOTOGRAPHY THAT NEEDED QUICK AND ACCURATE RETOUCHING.
The new packaging designs used a lot of high res photography that needed to look perfect when printed. The layouts were also intricate, with multiple images and elements to be positioned correctly within each SKU.
Working directly with the brand manager, our designer gained a clear understanding of the brand vision. Our designer made changes to photography colours and artwork placement on the spot, ensuring the brand manager got the desired result.
By collaborating with the Real Pet Food Company marketing team, we were able to eliminate the usual back and forth between client and supplier that can add days or weeks to a project.
Having Task do both image retouching, and rollout (rather than different suppliers for each) saved time and removed touch points in the process. Photography retouching was done correctly, the layouts met the brand vision, and colours were correctly set up for printing.
Problem 3: LAST MINUTE CHANGES NEEDED WITHOUT DELAY OR BUDGET BLOWOUTS.
The new packaging needed to meet US regulatory requirements, however, this was particularly tricky because regulations vary from state to state.
Adding to the pressure, the Real Pet Food Company received the changes at the last minute. It was critical that they were incorporated quickly without missing the deadline.
To save time, our onsite account manager made the updates directly to the press-ready files instead of creating new design rollout files. This direct approach not only saved significant time but didn’t incur the usual expensive hourly fees for artwork changes that other suppliers charge.
Problem 4: COLOUR ACCURACY AND CONSISTENCY WAS CRITICAL.
We know that the best way to ensure quality across the product range is to customise each file to the press it's printed on. That's why we collected the unique print press specifications from each printer and built every file accordingly.
Using the printer specs, we were also able to generate colour-accurate, press-ready proofs. These became the exact colour target for the printers to meet on press.
Previously, overseas printers would take at least 1 week to produce and deliver the proofs. We provided the hard copy proofs within 24 hours.
The complexity of the designs and photography meant it was challenging for printers to get the colours exactly right. That’s why Task conducted onsite press approvals with each of the local and overseas printers. Our experienced account manager was able to fix print quality issues on the spot, ensuring the brand vision was met.
Our tailored artwork files, new predictive proofing technique and our onsite press approvals ensured consistent quality across all overseas printers.
Problem 5: COLOUR ACCURATE MOCKUPS AND RENDERS NEEDED TO BE DELIVERED QUICKLY
The Real Pet Food Company needed 50 accurate colour mockups for customer meetings in the US, and they didn’t have time to wait for finished printed packaging.
By using our colour mapped finished artwork files we were able to create mockups that perfectly matched the printed packaging. We met the deadline and delivered each colour-accurate mockup in only 3 days, at 60% of the cost of other suppliers.
Task also delivered photorealistic 3D renders for all 50 SKUs in the product range for use on their website and retailers websites. We produced each render in less than 24 hours.