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Lots of printing lessons were delivered around this package. From knockouts to differences in registration, the patient team is making the most out of these tricky situations and learning curves to grow the updated product line to eight different palettes. 



Shrub & Co

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Scuff resistant varnish



Gotham Narrow

This piece is available for purchase for $21.99 each

Shrub & Co Packaging
Shrub & Co Packaging
Shrub & Co Packaging
Shrub & Co Packaging
Shrub & Co Packaging
Shrub & Co Packaging
Shrub & Co Packaging

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Project Description

When approached by Shrub & Co to redesign their existing set of labels, we decided to start fresh and move away from their current look and feel. The concept was to create a graphic system we could apply to the current set of labels — all eight flavors — and, for use on future labels. The systems has four sets of geometric illustrations that reflect that flavor. Each set has a color palette that uses three Pantone swatches, and additional colors are created by mixing the inks together. Colors are applied to the geometric background and pattern palette.

Production Lesson(s)

The printing process was a learning experience. Flexographic printing doesn't have the same tight registration as offset, so some of the background artwork was slightly off. However, the gold foil application was great. Another lesson with this type of printing is to knock out all the artwork before preparing the mechanical files for the printer. They can't lay down a lower screen percentage of ink like offset —€” so you have to eliminate that background layer of ink. Complicated but makes everything pop more in the long run. ”

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Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

June 9, 2017


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

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