Frick expands capabilities with new die cut press

Libertyville-based William Frick & Company-a leading producer of custom identification products like warning labels, RFID tags, logo decals and utility markers-has acquired the latest generation on-demand digital printer and die-cut press to expand the company's manufacturing capabilities, especially for rapid prototyping and fast order fulfillment.

“Businesses today increasingly want to test market different versions of an item to see which logo, color, name or design pulls better,” said Jeffrey Brandt, president of William Frick & Company. “To meet this growing demand, we purchased a die cut/digital printing press that produces high-quality labels and allows for fast design changeovers. The new equipment's reduced setup time also makes it ideal for rapid prototyping and short runs, which means Frick customers will get their orders filled faster.”

The need to create prototypes and do test marketing was underscored by the recent GAP logo change. GAP customers had a strong negative reaction to the new logo, causing the company to revert to its original design just seven days after scrapping it.

According to Advertising Age, “GAP should have been more considerate in not only choosing its redesign but also launching it. While only 17% of consumers had seen or heard of it, according to a survey of 1,000 consumers conducted by Ipsos Observer on behalf of Ad Age, more than half of consumers say they expect to be consulted when a brand revamps its identity.”

Experienced in creating variable data labels quickly, William Frick will use the new die cut/printing press to expand its offering of prototype labels. “With the new machine, every label within the same print run could conceivably have some unique element to it,” Brandt said, referring to a label's logo, color, SKU, bar code, serial number, font color or design. “We could print multiple lots of product labels and change the copy, color or quantity on the fly.”