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GETTING INTO THE SWING OF THINGS

Watermarx Graphics have been getting into the swing of things with our wonderful clients from the fashion, interiors and designer homewares industry.

Letterpress and embossing has always been a favourite of fashionistas but the label love has never been as strong as it is this year. Apparel and home ware designers are demanding their swing tags carry through with the uniqueness of the brand, conveying through beautiful printing a particular “feel” that expresses their intention.

The swing tag is part of the shopping experience – sending a very specific brand message. It’s a designer’s calling card and will work to imprint an impression on the customer’s mind. Do you want to send a simple, eco message?  Or will your clients be seeking opulence and decadence? Some fashion brands need funky foiling others require luxurious letterpress, some styles are suited to luscious cotton stock with a prominent emboss, whereas other designs demand edgy kraft stock but each embellishment can help to capture the very essence of a brand’s heritage, something we love to be part of here.

Agrestic-inspired motifs seem to be popular with swing tags this season. We recently printed Ellie Aitken’s swing tags whose brand Aitken & Co provides classic, beautifully made clothes and accessories. She elected for an elegantly embossed motif with a classic, letterpressed typeface and a two-tone effect (the front was left white, the back of the tag a letterpress printed solid silver). Manyara Home, a designer homewares label, asked us to blind emboss a gorgeous wreath on their swing tags last month.  Both jobs turned out beautifully.

The popularity of our letterpressed, die-cut and embossed swing tags has slipped from the fashion world into regular life too. A new and fun way to attach a message to goody bags at events, corporate gifts or wedding thank yous; they are event becoming a part of people’s personal stationery requests.