Art Director Anita Sparrow sits across Logotech's conference table as she speaks with animation about one of the company's customers. Skae Beverage International is a start-up company marketing white and green teas. Logotech provided a no-label look for its product launch, and after a successful introduction the company is embellishing Skae's label, moving from one screen color to three.
On the surface, this scenario doesn't sound much different than the usual dealings of label converters around the world. But the conversation reveals something about Logotech's commitment to partnerships. Sparrow is one of those art directors who view customers as partners. She works directly with Skae instead of indirectly through a customer service liaison. She is excited to see the company grow. And the loyalty has been reciprocated.
It's not often that a brand marketer publically praises its label, but Skae's web site, www.drinknewleaf.com, has done just that: "With innovative and unique label artistry and a proprietary bottle, New Leaf was launched in April ." Sounds like another satisfied customer.
Logotech works with a lot of start-up companies. "We seek out that community," says Leslie Gurland, vice president of the Fairfield, NJ based company. "We support them from beginning to end, and really try to dissect the job."
This level of service is not reserved for start-up companies, however. Would-be and current clients are not serviced by a salesperson. They maintain relationships with a packaging consultant: an important distinction at Logotech.
"Anyone can be a salesperson. Not everyone can be a consultant," says Gurland. "Our consultants support customers with marketing and product development information. Our people are really technical — that's what sets them apart."
|Corotec corona treater.|
The ISO-9001 certified company caters to markets that use high end labels. About 32 percent of last year's revenues came from sales of labels to industrial clientele, although Gurland says that this number is deceiving because of one large industrial client. Health and beauty accounts claimed 31.5 percent of sales, and the rest were distributed among food (23.1 percent), spirits (7.8 percent), and pharmaceuticals (5.2 percent).
Logotech is setting its eyes on the beverage market for the future, a natural extension for a company that is already producing high end work. "We are trying to find medium-sized guys. We are not going after the Budweisers of the world," says Gurland.
Besides the traditional pressure sensitive label staples, the company makes use of several innovative PS constructions. In addition to coupon and booklet labels, Logotech has introduced the Tote Strip, a patent-pending handle for beverage bottles. It starts out folded on the bottle and can be unfolded and carried over a person's shoulder. The company also received its first order for a job on unsupported film this year.
In order to accomplish all this, the company has invested in top-notch equipment. For a small converting operation, its list of capabilities is impressive. Logotech currently owns four presses: three Gallus letterpress machines and an Arsoma flexo press.
Its newest press is a 10-color, 8.5" Gallus R200 letterpress featuring four screen units, in-line hot stamping, in-line embossing and a UV coating and lamination stand. The screen units can be placed anywhere on the line.
The other two Gallus presses are 8.5" five- and seven-color presses with a UV coating station. The Arsoma EM280, purchased in 2003, is an 11" UV flexo/water based flexo press with six color capability and the ability to run at 500 meters per minute.
"We purchased the flexo press as a complement to our letterpresses. The forte of letterpress is to print superior process graphics. The forte of flexo is to print superior spot graphics," says John Kica, packaging consultant. "It's not one or the other, it's both technologies."
All of the Gallus presses are equipped with flatbed and rotary diecutters, using dies from RotoMetrics and Ashwell. The newest two presses also feature in-line web vacuums, and corona treaters — one from Enercon and one from Corotec. Logotech employs an offline Aldo Berra hot stamping/embossing machine, and two rewinders (an Arpeco and a Greystone) with strobe units and slitters. One of the rewinders features Videojet for consecutive numbering of liners.
Logotech prides itself on the number of materials in stock. Substrates come mainly from Avery Dennison Fasson Roll, Raflatac and FLEXcon. Packaging consultants at Logotech offer customers a selection of over 100 in-stock materials to choose from.
Prepress has recently seen a departmental revamp. The room housing the five-person team (four full-time and one part-time) has been expanded twice, and Logotech has added DuPont CromaPro for its proofing.
|Skae Beverage bottles|
Logotech is a wholly owned subsidiary of Tadbik, a $76 million packaging group located in Israel. Tadbik owns six other companies: Tadbik Assets, Tadbik Labeling & Marking Systems, Tadbik Pack, CLP Industries (owned through Tadbik Pack), Tadbik Advanced Technologies and Logotech. Logotech is the only company with a manufacturing facility in the US.
Tadbik was started in the 1970s as a pressure sensitive label company. It quickly dominated the Israeli market, growing to capture 70 percent of the pressure sensitive business. After reaching a saturation point, Tadbik branched out in two directions: expanding its decorating capabilities with in-mold labeling, shrink sleeves and flexible packaging through subsidiaries, and going after the US label market.
Logotech was established in January 1996 to increase the reach of Tadbik into the United States. After researching spots in several key Northeastern states, Tadbik's majority shareholder, Ilan Drori, decided to plant the company in New Jersey. The decision was based on two factors: state aid and the location's proximity to future customers.
From the beginning, "the idea was to bring in letterpresses and to offer very high quality labels," says Gurland. The company is blossoming. In 2001, sales numbers were approximately $1.5 million. In 2004, annual sales grew to $4.15 million.
|A six-color Arsoma EM280 UV flexo press|
Logotech has recently experienced an exciting change in its upper management. A new president, Aryeh Silbert, came on board in February. Silbert brings a fresh perspective: He spent some time as Logotech's customer, working at food company Sabra Salads in New York.
Silbert replaces Rami Molcho, who had been serving as president since 1998. "Rami had expertise not only in production, but also in product development, which enabled the company to become known as a problem solver for its customers. Rami recently left Logotech, but as any true leader does, Rami built a great management team, allowing the new president to step into an easy job," says Gurland.
Other key management personnel at Logotech include Gurland, Brien Britland, operations manager, and Anita Sparrow, art director.
As for the other employees, the company feels strongly about promoting good personnel from within. Mohammed Hussain, for instance, started off running the slitter and sweeping the floor. He soon moved to the position of apprentice pressman and eventually became press operator.
The receptionist, Luz Chira, is now working part-time in the graphic arts department. Upon completion of college, she plans to move to that department full time.
Logotech values its employees. Every month, a company-wide meeting educates all workers on matters such as sales and profits. They also hold fun events throughout the year. A strong team upholds a strong company.
"Most companies have the desire to be the best in what they do, but not necessarily the dedication and determination," says Gurland. "It is the employees of Logotech and their philosophy of teamwork — within the company and with their customers — that have created such a successful organization."
|18 Madison Road
Fairfield NJ 07004