Digital printing is still defying the trend towards commodity that has overtaken much of the offset world, which means the paper it processes attracts special attention.
Finding ways to differentiate your product in the market gets more difficult when customers have many choices. Paper is battling to impress with more than logistics, as in fast delivery, and price, which is a blind alley for all concerned. Digital paper has a natural selection process by being certified by digital press manufacturers.
Family firm, K.W. Doggett Fine Paper has long enjoyed a reputation as a creative company and now it has launched a unified brand for all of its paper specified for digital printing. Spanning HP Indigo and dry toner suitable products including paper, boards, labels, rolls, vinyls and synthetics, the aim to consolidate the digital range into one segment.
According to a company press release the move came in response to its growing portfolio of digitally approved products, the growth in its offset customers adding digital printing options and the large volume of digital printers already serviced
The new branding has been rolled-out in the form of a new price book and swatch kit box for printers, stickers, wrapping paper, two new printing guides – one for Dry Toner and one for HP Indigo products and eye candy samples (different papers showcasing various print techniques) for the designers.
Consolidating all products under the Doggett Digital brand has been a key exercise for Jon Roberts, BDM– Digital.
“Our aim was to deliver comprehensive yet easy-to-use tools for our dedicated digital range of print medias. With Doggett Digital, our aim is to keep our customers up-to-date with relevant information and at the forefront of new and innovative digital print substrates for both HP Indigo and Dry Toner technologies,” said Roberts.
According to Nathan Doggett, national sales manager the venture has attracted a lot of interest. “We are committed to the digital print market and our product range reflects this. We’re providing our customers with more options, something different and innovative. Keep a look out for the Doggett Digital trucks too.”
Some new products available in the Dry Toner and Indigo categories are Pop’Set from Arjowiggins Creative Papers (UK) in Lime Tonic, Black and Cosmo Pink in 320gsm and the new Mohawk Loop Digital i-Tone Antique Vellum in Straw and Urban Gray. These new products add colour to what is normally a predominantly white range of papers.
Coming soon are four additions to the digital vinyl range Tacky for Dry Toner (Tacky for Indigo was released earlier this year).
The new branding was designed by Seesaw in Victoria. The bright, colourful and fun graphic creates an impression on the shop and factory floor. To make sample selection and comparison easier, a dedicated section exists for the Doggett Digital range on the new K.W.Doggett Fine Paper website.
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