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When Hemlock Printers ventured into the realm of UV printing, there was no question of retro-fitting conventional machines, they were starting from the ground up with a custom Heidleberg UV press. This state-of-the-art printer has incredible capabilities that Hemlock needed to communicate to their audience of Designers, Print Buyers, and Marketing Reps.
The new press opens a wide range of oppourtunities for printing, and changes the way we traditionally think of “UV”: in a sense, Hemlock is “redefining UV” printing. Six key features were identified and a new definition of UV was created for each, whether it be “Utopian Values” for the environmental benefits of UV printing, or “Ultra Vibrant” for the vivid colours produced.
Each new definition received an accompanying image and was printed on an appropriate substrate to drive home the feature in a visual way, including kraft paper, mirrored stock, and ultra thick fluted board. Further effects were added to enhance each key feature and demonstrate the capabilities of the new press.
Provocative headline statements and technical details are included on the back of each card, a molecular theme based on the UV curing process ties the group together.
The set of cards is presented in a blind embossed card envelope that further expresses the molecular theme and ties the multiple new UV definitions together.