January 30, 2023
Digital printing is revolutionizing brands’ packaging design capabilities for formats from flexible packaging to labels to corrugated boxes. Exemplary of the latter is Rabbit Hole Distillery, located in Louisville, KY, which produces proprietary recipes to create and bottle a one-of-a-kind super premium American whiskey.
Creating their extraordinary shipping cases with outstanding shelf appeal that helps sell this unique brand is a collaboration with their partner Independent 2, a privately-owned and operated corrugated manufacturer. Independent 2’s capabilities include designing, manufacturing, warehousing, and delivering corrugated and packaging that protect their customers’ products in-transit and helps gain conusmer attention on shelf. Other digital printing benefits include shorter runs and less inventory.
Dac Austin, the distillery’s creative director, identifies key aspects of the arrangement with Independent 2 and the benefits of digital printing delivered by the Domino X630i digital aqueous inkjet corrugated press.
Every run can be unique.
“We make one-of-a-kind original works of bourbon,” Austin explains. “Each of our whiskeys has its own grain recipe that’s not like anything else on the market. One of the things that’s necessary for what I do, is having a partner that can make modifications quickly, efficiently, and in real time. One of the relationships that we’ve built is one with Independent 2, who is our shipper provider. The responsivity that we receive from their team is excellent, and that really resonates with what we do with our cases, and what we’re able to produce.”
High print quality with just minutes of make-ready time.
Austin demonstrates the superb results as seen in the featured image above.
“This is an example of some of the work that we’ve done,” Austin says. “As you can see the clarity, the color, and the product are outstanding. We make edits with color, with typograph and see the results in minutes. If we were to do this in a conventional manner, we would have had to shut down the press, take the plates off, remake the plates, reapply the ink, and wait for hours.”
A simple process.
Austin further explains benefits of digital printing.
“All I had to do for this was create a new file, run it through the [digital printer] and it’s instantaneous. There’s no mixing of inks, there’s no wipe-up or clean-up for the machinery. It’s just moving the board through, and it works effectively and efficiently. That is something that is magnificent in what we’re able to do. And it shows the merger of the digital and corrugated world.”
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