The growing trend of individualization continues to influence purchasing habits. Consumers want to associate with brands that they believe in and evoke self-expression when using their product. Shaka Tea, an herbal iced tea brand from Hilo, HI, USA, launched in 2016 and is an example of this trend. Shaka Tea turned to Multi-Color to assist with its labels.

Harrison Rice, Shaka Tea CEO, had a clear vision on how he wanted to honor the brand’s home on its four tropical-botanical flavor labels. It started with transitioning to a pressure sensitive label. Multi-Color brought years of technical expertise and manufacturing capabilities for a seamless process. Multi-Color helped bring the Shaka Tea vision to life.

Multi-Color produced a no-label look with rotary screen and UV flexography printing technology. A no-label look creates increased consumer interaction with a package through the graphics, while the rotary screen’s opacity and raised-tactile feel enhance the overall brand. Multi-Color delivered four new labels that enhanced the Shaka Tea brand.

MCC identified the appropriate material and label size for the design that applied flawlessly on the Shaka Tea bottle. MCC’s technical service team added value from the initial onboarding to production. “MCC was as an engaged partner as I could have possibly imagined,” states Harrison. “Their engagement and transparency made us feel like partners”

He adds, “It was an extremely integrated process working with MCC. They didn’t just do it; they helped us understand the different processes and different layering and coloration techniques that were going into the labels. Their engagement and transparency made us feel like partners, which was very meaningful to us. We appreciate having this relationship from process, production, pricing and being able to produce a product that can be a viable and a competitive product on a number of different levels on the market.”

Multi-Color understood his vision, conveyed the Shaka Tea branding through an appealing design and captured the attention of consumers in order to represent a lifestyle.