3D printed logo becomes a functional piece that brings a brand to life!
“Mcor Technologies created a 3D version of our logo and transformed it into a bottle opener. Our company has benefited hugely from having a logo that we can touch and use as well as look at and the fact that it is printed in 3D adds an extra ‘coolness’ factor.”
– Wim de Jongh, founder of Hope Beer.
These days, everything we own says something about ourselves, whether it’s the car you drive or the labels you wear, brands are a huge part of our lives. Purchasing decisions are personal, driven by emotions connected to our own identities, who we want to be and what’s appealing to us. Brands that connect to these emotions, to an individual’s sense of self, forge a deep bond with the consumer. So when husband and wife team Wim de Jongh and Jeanne Mahony set up Howth Beer Ltd, inspired by their old school friends, Paul Riteco (owner of a microbrewery in Holland) and Des McSwiggan (former publican in Ireland), they wanted to create a brand that stood out and truly connected with their customers. And with microbreweries popping up all over Ireland they wanted to differentiate themselves in every way possible.
A personalised beer in every way
Hope is a craft beer that reflects the company owners’ own aspirations and personality. Each beer bottle is personalised because it has a unique story printed on it. These range from cultural stories about pirates, for example John Criss, to stories about certain areas in Co. Dublin. Customers, whether out in a bar or off-licence, often ask for their product specifically which proves that the personalised nature of the product reinforces the brand in the customers’ minds. “It’s great when this happens and this is helped by having a memorable product”, said Wim.
So Wim also wanted to create a memorable promotional piece that would connect to their customers’ cultural references and have the potential to reinforce the brand even further.
Marketing meets 3D printing
This marketing need to produce something truly customised marries well with the real strength of 3D printing technology which can produce highly customised items accurately and autonomously. Mcor 3D printers are the world’s only true, full-colour, paper-based 3D printers and the most affordable, safest and eco-friendly. They create complex, durable and stable physical 3D models from paper at 10-20% the cost of any other 3D printing technology. Mcor 3D printed models can be tapped, threaded, hinged, and made water resistant and flexible. They can print hollows and moving parts and they can even be disposed of in the recycling bin for cradle-to-grave sustainability.
So when Wim decided to create a memorable giveaway for upcoming events and tradeshows he identified Mcor as a suitable partner. In order to bring the concept of a personalised brand one step further, Mcor set about producing a 3D version of his logo. A company logo is a very integral part of a company’s identity; in Hope beer’s logo, the letters “HO” were designed to represent a naval theme, hence the anchor.
The geometry was created in SolidWorks and then the colour was applied in Mcor’s software, ColourIT. In this case colour adds a lot of value, really bringing the logo to life. In addition, Mcor helped Wim transform his 3D logo into a bottle opener as a functional giveaway item, in a very cost effective way. Mcor’s software allows users to produce multiple parts in the same build, reducing the amount of waste material. So the bottle openers were produced in batches to suit Wim’s requirements.
3D printing a functional logo allows Hope Beer move beyond the transactional moment with customers and link to personalised items like the 3D printed logo/bottle-opener which reinforces a connection with the brand. Says Wim, “3D printing adds a coolness factor plus it’s great that our bottle openers are made using paper-based 3D printing technology.”
The future of 3D printing in the promotional products industry
3D printing will change the face of the promotional products industry as it complements traditional development and manufacturing methods in any organisation. It also affords organisations the opportunity to do marketing giveaways and make gifts for customers in a timely fashion. Customisation is another key feature very valuable to the advertising specialities industry and one that 3D printing can deliver on; with 3D printing companies will have the ability to make custom pieces locally and at lower quantities. This is a “made to order” system and one which does not require a stock of items so there will never be any inventory issues. According to Wim, “We’d love to 3D print more items using our logo. I love the idea as it appeals to people. I’m very keen to get my logo out there and this is a great way to do it.”
In the future, more and more companies will certainly seek highly personalised methods to reach their customers only made possible with full colour 3D printing technology.