This project was also notable for the close collaboration between Laava, Tamburlaine and Laava’s partners Gravitas Media, MCC Label, Upstreet and Irma Dupuis (a PhD Candidate in Marketing Technology at the Newcastle Business School).
MCC Label developed a custom “wood feel” finish for the True Earth main labels using their sophisticated digital printing capabilities, while Gravitas Media provided the essential pre-press digital services.
“From a printing standpoint, MCC Label worked with Laava Smart Fingerprints and Gravitas Media to overcome the challenges that printing 1 million unique labels presents. The collaborative approach to resolving any potential technical issues before going to press meant the printing and finishing components were as smooth as possible.
A great project to have been a part of, and one we have taken learnings into other projects with Laava Smart Fingerprints®.”
Ben Testa, General Manager, MCC Victoria
Irma Dupuis’ PhD research focuses on blockchain-enabled smart wine labels and how these impact consumer trust and engagement. Irma is a University of Newcastle and Wine Australia scholarship recipient. Her project is supported by industry partners Laava, Tamburlaine Organic Wines, MCC Label and First Creek Wines.
“We are looking at what is needed from a technology and a wine producer standpoint to help consumers feel like the information provided to them is something they can trust. There are a lot of smart label technologies out there, but there is very little evidence about whether consumers engage with them. That is what I am researching.
Collaborating with Laava, Tamburlaine, MCC Label, and First Creek Wines was the best way to make sure this research is timely and impactful for the wine industry.”
Irma Dupuis, PhD Candidate, University of Newcastle
Read about Irma’s work with the Wine Studies Research Network in this profile by the University of Newcastle.
Upstreet is an app that allows customers to receive a percentage of their transaction value back in the form of fractional shares in the company they purchased from.