Page 52 - Packaging News Magazine July-Aug 2020

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DIGITAL PRINTING | SPONSORED www.packagingnews.com.au | July-August 2020
Custom branding has lift-off
When organic chai and cocoa supplier Chai Me was looking to develop its business, a conversation with digital flexible packaging and labels producer Luminar opened a whole new product line, and revenue stream, for the company.
DIGITAL DRIVES GROWTH
The Chai Me story exemplifies the approach that Luminar has to the market, and the way its implementa- tion of technology can drive new business for its customers.
“What I generally try and do with a new customer or potential cus- tomer is understand the challenges and needs. And then try and com- municate how digital print can help solve those problems,” says Ellis.
“The HP Indigo hardware and PrintOS software that we employ gives us tremendous flexibility to work with customers for tangible business growth outcomes.”
Ellis says, “There are many busi- ness out there in the FMCG and foods sector – which are the markets we operate in – that don’t yet know what we are capable of, what can be done for them, and how it can help their businesses. Many in the indus- try are used to a certain way of approaching flexible packaging or labels – ordering huge amounts to get the cost down – which can lead to inflexibility, wastage and missed opportunity.
“Luminar offers print-on-demand in flexible packaging thanks to the HP Indigo 20000, with which we also print labels.”
BIG AND SMALL
While digital print technology is well suited to the SME market, the craft food and drink businesses, (and for some customers Luminar has become their sole packaging supplier), the company does work with big brands too.
Ellis says, “We welcome opportu- nities to work with bigger brands that want to innovate. While the hero products might not fit into the digital landscape, but digital is defi- nitely a fit for the innovation depart- ment. Many of these big businesses want to create different versions, and we have a role to play there.
“So, rather than having a brand with one product they might want multiple versions of that product to appear, or they may want to test a new product, and test it in multiple packages. They may have a mock-up of 5000, 10,000, or 20,000 pouches,
BASED in Sydney, and founded by Marcus Child in 2009 following a motorcycle odyssey from Australia to Germany through Asia and the Middle East, Chai Me was supplying cafés in Australia, Singapore, Malaysia
and the Middle East with its range of organic and vegan-friendly powders and syrups as a base for hot beverages.
Demand was strong. In the ten years since the business started some 10 million café customers have enjoyed a Chai Me drink. Like all successful businesses, however, Chai Me was beginning to look at new growth opportunities.
Luminar owner Matt Ellis was already working with Chai Me’s neighbouring business on develop- ing pouches for coffee when the cof- fee roaster introduced him to Child.
Ellis says, “We talked about the Chai Me business, and quickly came up with the concept of selling Chai Me product direct to the con- sumer, through the cafés, under each café’s own branding. This would be possible through the capability of Luminar, using our HP Indigo 20000 press, to produce
printed flexible pouches in short runs, for multiple SKUs.
“The customer really understood this and ran with it, and now the custom-branded packaging is a thriving part of his business. Our ability to produce high quality graphics on packaging in short runs means that each café owner now has another part of their own business too, selling own-branded product. So, Chai Me has new revenue, and so does its customers.
“And the more cafés he signs up the more economies of scale he will have. His customers are also helping him drive down the unit price of his pouches. He is winning because he has more buying power with his cus- tomers buying more product from him. Also, his customers have been winning because they are able to personalise the products that they’re selling, which in turn will mean more sales for them.
“It is a great story, which highlights the Luminar strategic approach: to add genuine value to businesses. We are not a me-too printer, our aim is to focus on the customer, and think about solutions to help that business grow,” Ellis says.
ABOVE: A few examples of Luminar’s work for the F&B sector.
OPPOSITE: Matt Ellis (third from right) with team members alongside the HP Indigo 20000.
FAR RIGHT: On top of digital flexible printing: Matt Ellis and father Mark at Luminar’s facility.