Anthony Locicero, Associate Editor03.23.20
Steve Smith, president and co-founder, ended his retirement to launch Wizard Labels in 2013 “to specifically address brand owners’ growing desire to source labels online,” he said. He previously served as co-owner and president of Lightning Labels, which he sold in 2008.
Recognizing an ongoing need in the label industry, Smith partnered with some of the most recognized names in digital printing to start Wizard Labels.
Wizard Labels serves a wide range of end-use markets: Beer, wine and spirits; household, beauty & personal care; food & beverage; CBD & cannabis; vape and e-liquids; nutraceuticals – and anything that falls under the “craft” category. All are end-use segments that benefit from Wizard Labels’ expertise in digital printing and e-commerce.
Being a dedicated user of HP Indigo technology, Wizard Labels prints with ElectroInks from HP.
“These inks capture a wide and accurate color range and produce sharp images with smooth transitions,” Smith said. “HP ElectroInk is a liquid ink that combines the advantages of electronic printing with the qualities of liquid ink. HP ElectroInk contains charged pigmented particles in a liquid carrier. Like other digital printing technologies, HP ElectroInk enables digital printing by electrically controlling the location of the print particles.
“HP ElectroInk enables very small particle size, down to 1-2 microns,” he continued. “HP ElectroInk is supplied as a concentrated paste that is loaded into the press in tubular cartridges in a ‘clean hands’ operation. Inside the press, it is fed into ink supply tanks and diluted with HP’s proprietary imaging oil, to form a fluid mixture of carrier liquid and colorant particles ready for printing.”
The ways that Wizard Labels sets itself apart from its competitors?
“By virtue of being a digital-only label manufacturer, the company offers all of the benefits of digital printing, which include rapid turnaround time, flexibility with quantities, multiple versions, variable content and more,” Smith said.
Smith said Wizard Labels prides itself on offering industry-leading production turnaround times, professional customer service and an easy-to-use, convenient online portal.
“While most label companies take anywhere from a week to several weeks to complete and deliver a job, Wizard Labels’ standard production time is two business days from the time a proof is approved,” he added. “With regard to proofs, digital printing allows Wizard Labels to print customer proofs on the actual production press without the setup time and costs associated with traditional printing presses.”
Because of this, Smith said, customers don’t have to keep inventories of unused labels.
“Many customers understand it only makes sense to buy labels on an ‘as needed’ basis rather than having to order and pay upfront for large quantities as a way to keep costs low,” he added.
“Versioning is another digital printing advantage, referring to the ability of digital label presses to print ‘similar but not identical’ label designs simultaneously,” Smith continued. “Using its digital presses, Wizard Labels can print numerous label versions of the same size and material at the same time – so customers can combine multiple product needs in a single run – all in the same pass.
“Versioning allows brand owners creativity when it comes to product offerings, without an increase in costs. Also, with digital presses, it’s possible to have slightly different content on each individual label. Variable content opens up a whole new world of product differentiation possibilities.”
The company also provides its customers with competitive pricing that allows mid-sized and smaller companies to compete with the biggest names on store shelves, he noted.
Finally, he said professional customer service further distinguishes Wizard Labels from its competition.
Smith emphasizes that while e-commerce and digital printing help in automating several processes, the Wizard Labels business model is far from “hands-off.”
“We emphasize providing the customer key information to make the best choices when ordering custom product labels,” he said. “Our staff is comprised of talented people with extensive label industry experience and with ‘service’ as their mantra – no salespeople, no commissions, no up-selling, just advice and a commitment to customer satisfaction.
“Wizard Labels has also invested time and effort in making its website content educational to enable customers to learn and make better-informed decisions,” he added. “An online quoting tool provides customers with an easy and convenient way to obtain pricing, allowing for specifications in label size, materials to be used, finishing options, quantities and more.”
The company is experiencing significant growth, earning a top ranking in the 2019 Inc. 5000: Fastest Growing Privately Held Companies in America. Wizard Labels reported a three-year revenue growth rate of 202%, which ranked No. 1,984.
“Wizard Labels was founded on the principles of simplifying the complexity involved in buying custom product labels and providing unique value to our customers,” Smith said. “We’re honored that our innovative business model and ability to consistently deliver superior results for our customers is recognized by our Inc. 5000 recognition.”
Recognizing an ongoing need in the label industry, Smith partnered with some of the most recognized names in digital printing to start Wizard Labels.
Wizard Labels serves a wide range of end-use markets: Beer, wine and spirits; household, beauty & personal care; food & beverage; CBD & cannabis; vape and e-liquids; nutraceuticals – and anything that falls under the “craft” category. All are end-use segments that benefit from Wizard Labels’ expertise in digital printing and e-commerce.
Being a dedicated user of HP Indigo technology, Wizard Labels prints with ElectroInks from HP.
“These inks capture a wide and accurate color range and produce sharp images with smooth transitions,” Smith said. “HP ElectroInk is a liquid ink that combines the advantages of electronic printing with the qualities of liquid ink. HP ElectroInk contains charged pigmented particles in a liquid carrier. Like other digital printing technologies, HP ElectroInk enables digital printing by electrically controlling the location of the print particles.
“HP ElectroInk enables very small particle size, down to 1-2 microns,” he continued. “HP ElectroInk is supplied as a concentrated paste that is loaded into the press in tubular cartridges in a ‘clean hands’ operation. Inside the press, it is fed into ink supply tanks and diluted with HP’s proprietary imaging oil, to form a fluid mixture of carrier liquid and colorant particles ready for printing.”
The ways that Wizard Labels sets itself apart from its competitors?
“By virtue of being a digital-only label manufacturer, the company offers all of the benefits of digital printing, which include rapid turnaround time, flexibility with quantities, multiple versions, variable content and more,” Smith said.
Smith said Wizard Labels prides itself on offering industry-leading production turnaround times, professional customer service and an easy-to-use, convenient online portal.
“While most label companies take anywhere from a week to several weeks to complete and deliver a job, Wizard Labels’ standard production time is two business days from the time a proof is approved,” he added. “With regard to proofs, digital printing allows Wizard Labels to print customer proofs on the actual production press without the setup time and costs associated with traditional printing presses.”
Because of this, Smith said, customers don’t have to keep inventories of unused labels.
“Many customers understand it only makes sense to buy labels on an ‘as needed’ basis rather than having to order and pay upfront for large quantities as a way to keep costs low,” he added.
“Versioning is another digital printing advantage, referring to the ability of digital label presses to print ‘similar but not identical’ label designs simultaneously,” Smith continued. “Using its digital presses, Wizard Labels can print numerous label versions of the same size and material at the same time – so customers can combine multiple product needs in a single run – all in the same pass.
“Versioning allows brand owners creativity when it comes to product offerings, without an increase in costs. Also, with digital presses, it’s possible to have slightly different content on each individual label. Variable content opens up a whole new world of product differentiation possibilities.”
The company also provides its customers with competitive pricing that allows mid-sized and smaller companies to compete with the biggest names on store shelves, he noted.
Finally, he said professional customer service further distinguishes Wizard Labels from its competition.
Smith emphasizes that while e-commerce and digital printing help in automating several processes, the Wizard Labels business model is far from “hands-off.”
“We emphasize providing the customer key information to make the best choices when ordering custom product labels,” he said. “Our staff is comprised of talented people with extensive label industry experience and with ‘service’ as their mantra – no salespeople, no commissions, no up-selling, just advice and a commitment to customer satisfaction.
“Wizard Labels has also invested time and effort in making its website content educational to enable customers to learn and make better-informed decisions,” he added. “An online quoting tool provides customers with an easy and convenient way to obtain pricing, allowing for specifications in label size, materials to be used, finishing options, quantities and more.”
The company is experiencing significant growth, earning a top ranking in the 2019 Inc. 5000: Fastest Growing Privately Held Companies in America. Wizard Labels reported a three-year revenue growth rate of 202%, which ranked No. 1,984.
“Wizard Labels was founded on the principles of simplifying the complexity involved in buying custom product labels and providing unique value to our customers,” Smith said. “We’re honored that our innovative business model and ability to consistently deliver superior results for our customers is recognized by our Inc. 5000 recognition.”