A new label goes through ten steps: brief, container and conditions, regulatory content, die line and label panel, material and adhesive, artwork, proof and colour target, physical prototypes, line trial, and a signed master sample before production. The most expensive mistakes happen when artwork is designed before the container panel, the material and the regulatory text are fixed.
- Start from the container and how the product is filled, stored and used, not from the graphic design.
- Get the die line from the label supplier, built on the real container panel.
- Fix the mandatory text and its minimum size before the design is approved.
- Test physical prototypes on real containers and, if possible, on the real line.
- Approve a signed master sample: it is the reference for every future reorder.
The ten steps
| Step | What happens | Who is involved |
|---|---|---|
| 1. Brief | Product, markets, positioning, quantities, launch date | Marketing, procurement |
| 2. Container and conditions | Container sample, filling, storage, cold, humidity, oils, handling | Operations, quality |
| 3. Regulatory content | Mandatory text, languages, symbols, codes, minimum sizes | Regulatory, quality |
| 4. Die line | Label shape and size built on the usable panel of the container | Label supplier, designer |
| 5. Material and adhesive | Facestock, adhesive, liner and finishes chosen for the conditions | Label supplier, quality |
| 6. Artwork | Design with die line, finishes and variable data on separate layers | Designer |
| 7. Proof and colour target | Content proof and agreed colour references | Marketing, label supplier |
| 8. Prototypes | Printed samples on the chosen material, applied to real containers | Label supplier, quality |
| 9. Line trial | Rolls run on the real labelling machine at real speed | Operations |
| 10. Master sample | Signed reference for colour, finish and position; then production | All |
Why the container comes before the design
Every container has a usable label panel: the flat or regularly curved area where a label can sit without wrinkling. Tapered bottles, shoulders, ribs and moulding seams reduce it. If the designer starts from an arbitrary rectangle, the label may need to be redrawn after the first application test. Send the label supplier physical containers early and ask for a die line drawn on them.
Regulatory text: decide it early
Mandatory information, languages and minimum font sizes decide how much space is left for the brand. On food, for example, EU rules set a minimum x-height for mandatory particulars. Locking the text late means shrinking the design or moving to a larger label or a multi-layer booklet label. See minimum font size on EU food labels.
Prototypes and line trial
A label that looks perfect on a desk can wrinkle on a cold bottle or jam a labeller. Two tests catch most problems: prototypes applied to real containers in real conditions (cold, humidity, squeezing, rubbing) and a line trial with real rolls at real speed. For premium labels, also check finishes under raking light and the readability of codes and QR codes.
The master sample
Once the label is approved, keep a signed master sample (or a set, if there are versions) at both the brand and the supplier. It is the reference for colour, finish, position and material on every reorder, and it settles disagreements objectively. Combine it with colour targets measured by instrument: see how to keep label colour consistent.
Common mistakes
- Approving artwork before the container and the material are known.
- Placing QR codes or fine text on foil or heavy texture.
- Forgetting the roll specification until the first delivery.
- Testing on a desk instead of on cold, wet or squeezable containers.
- No signed reference, so every reorder is judged against memory.
Starting a new project?
Send containers and a first brief through the specialist contact form, or ask for samples of materials and finishes to start from.
Frequently asked questions
How long does it take to develop a new label?
It depends mainly on how quickly the content, container and material are fixed, and on whether tooling or line trials are needed. Planning the steps in order is what shortens it.
Who should make the die line?
Ideally the label supplier, drawn on the real container, so that size, shape and tolerances match the labelling process.
Do I need a line trial for a new label?
If labels are applied by machine, yes: it is the only way to check dispensing, placement and speed with the real rolls.
What is a master sample?
A signed, approved printed label kept by both brand and supplier as the reference for future production.