Image Label Systems have been a partner
supplier with Swanndri
for a number of years, providing a portion of their trims or woven labels range.
In October 2015 Image Label Systems embarked on
a path of re-development to re-create the vast majority of trims
for Swanndri's much anticipated brand re-launch.
A strong history and iconic brand
With a history spanning more than 100 years in New Zealand,
Swanndri is an Iconic New Zealand brand best known for the classic
"Swannie" - widely known, loved and respected in outdoor workwear
and outdoor adventure circles. Swanndri have been eager to build on
this affinity people have for the brand, expand its presence and
bolster its standing in the market. Due to the 'swannies' distinctive checkered
look, the brand is easily recognised as a household name
A time of growth that brings change
Over recent years the company has expanded its offerings to a
much broader range of workwear and outdoor adventure apparel (plus
accessories). Swanndri has further expanded its market penetration
via complementary partnerships with other iconic brands like
Barkers Men's Clothing and Toyota.
With nationwide distribution Swanndri
is sold through a variety of outlets nationwide (including RD1,
Placemakers, Yarntons, Gordons outdoor equipment, PGG Wrightson,
Farmlands, The woolshed, NZ Safety and Ballantynes - as well as
their own retail stores in Hamilton and Christchurch)
In close collaboration with Swanndri, Image Labels NZ initiated
a process of developing the entire range of labels and trims for the company's
complete apparel rebrand.
Rebranding an icon can be tricky
This immense task started with the creation and provision of
artwork along with the technical information required in order to
physically create each and every product variant. This artwork was
then translated into production specifications for each item and
the subsequent creation of a sample set for every SKU and colour
variation within the range.
For many of the lines, this involved sampling a number of
different colour-ways to span the Swanndri range.
Hallmarks of a re-brand - many variables and a tight time
With extremely tight time frames in play destined to meet
garment roll outs, the woven labels across the range were sampled
first, whilst tooling and moulds were made for the many variations
of swing tags along with metal and leather specialist products.
The scope of our offerings were broad: from traditional
high definition damask woven labels to swing tags requiring
variable data to be printed on, right through to metal zip pulls,
leather patches, leather zip pulls, trouser rivets and lapel
The range was broad and complex.
This breath of offering highlights Image Label
System's ability to combine the strength of our network to get
label items into the supply chain as quickly as possible.
All aspects of the brand's range had been re-developed, which
involved a significant amount of work, from the inception of
artwork, to tool and mould making, to sourcing appropriate
substrates, to sampling and working with Swanndri for approvals and
LabelNet - came in as what we termed phase 2 of the re-brand
For us, it was all about getting Swanndri products on the Image Label Systems proprietary online ordering system
LabelNet® hosts each customer's label range in a secure
web platform that is available to authorised users on a 24/7
basis. It is the
system that offers the broadest flexibility and level of simplicity
for the global transaction of labels and trims.
Proud partners to Swanndri, we feel privileged to be part of an
iconic New Zealand's brand re-launch.
Swanndri is for many of us a symbol of rugged adventure:
kiwi bush holidays and general kiwi nostalgia. Paired with a
black singlet there is little else short of a kiwi bach, kiwi beach
or kiwi bird that speaks more of New Zealand - the land and
Having successfully delivered on the label and trim needs of
Swanndri we look forward to the company's growing success and
ongoing adoration from the Kiwi public.
If you are in the process of re-branding or building your brand
from scratch we can assist.
Give our team a call today to
take advantage of the benefits our global network is able to