Ginger Singh-Kauldhar
Project Mythos | From Concept to Showpiece
Off the back of the success of Label Expo exhibition in 2021, we were kindly invited to co-exhibit with AB Graphic International in 2023 where we showcased our new brochure produced on various card substrates, highlighting many embellishments and capabilities achievable through foiling and embossing. The admiration was overwhelming, and the praise genuinely encouraging.
But one question stood out above all others:
“Why not display these effects on a label, on the very machine being demonstrated? This is Label Expo after all!”
That single remark struck a chord and planted the seed for what would eventually become Project Mythos.
A Vision Takes Shape
It soon became clear that the industry was hungry for a truly innovative label brochure, one that pushed the boundaries of foiling, embossing, design, texture, and technical precision. The challenge was set, could we replicate the depth, complexity, and visual impact of our embellishments on label substrates, using the Big Foot?
Achieving this would give customers confidence knowing that such intricate effects could be produced reliably and consistently on their own Big Foot machines or if they were considering purchasing a foiling machine. With the Big Foot at the heart of our production capabilities, the opportunity was too important to ignore.
It was also noted that, although foil and emboss brochures circulating in the industry showcased impressive effects, many designers were unclear on how the finished products were produced. Taking this feedback on board, we prepared a detailed data sheet on the reverse of each label, clearly outlining the finishing processes, machinery used, foils applied, type of die, and the overall production method.
Our long-standing collaboration with Will Parr, Creative Director at Parr Studios, had already developed into a strong partnership and a genuine friendship. When we shared our idea of translating our full embellishment range into label format, Will understood the vision instantly. With our collective experience, something special was already forming.
Following many conversations with Claire Fenton (Marketing Manager) and Matt Burton (Sales Director), and with the enthusiastic support of our trusted partners, API Transfer Technologies and Berkshire Labels the project team came together seamlessly. It was clear that every partner shared the same excitement and belief in the concept.
Developing the Mythos
Momentum gathered quickly.
Ginger, Business Development Director at Tomlinson, recalls the very first video call where the initial idea was shared. A series of engaging conversations followed, full of inspiration, reference imagery, and creative problem-solving. From these discussions, Will developed a set of concept storyboards and with that, Project Mythos was officially born.
We went on to produce six unique labels, each one showcasing the collective strengths of the entire team and challenging the boundaries of what could be achieved.
The results were a true showcase of innovative craftsmanship.
In our studio, we developed bespoke textures for every label, including the dramatic lightning-bolt, brought to life with remarkable precision. Each texture was cut and machined by Tomlinson to achieve maximum sharpness and visual clarity.
Zeus
Authority | Justice | Wisdom
Hera
Majestic | Graceful | Radiant
Posiedon
Ruler | Deep Ocean | Authority
Hades
Mysterious | Endeavour | Death
Hestia
Sacred | Harmony | Security
Demeter
Serene | Nature | Beauty
A Milestone Moment
Seeing Project Mythos evolve from a passing comment into a fully realised showpiece was incredibly rewarding, especially considering its humble beginning:
“Why not display these effects on a label… This is Label Expo!”
The final brochure far surpassed all expectations and was exceptionally well received at the exhibition. Most importantly, it allowed us to proudly say:
“We listened and we delivered.”
All six labels were produced on the Big Foot machine with Poseidon label running at the show on the Bigfoot. Paul Roscoe, Managing Director at Berkshire Labels - Asteria, and his team delivered outstanding technical execution, brilliantly interpreting the design embellishments and bringing out the very best in the intricate dies. Their care, passion, and diligence truly did the project justice.
A heartfelt thank you to Florence Bowman and Phil Clarkson at API Foilmakers for their ongoing support, with a special mention to Raluca Balcanu (Berkshire Labels - Asteria) and Florence (API Transfer Technologies) for their invaluable assistance in managing the project through its final stages.
We echo Matt Burton’s comments that Mythos represents everything that becomes possible when leaders in their respective fields unite with a shared passion for excellence.
https://abgint.com/news/mythos...
We are immensely proud that the vision sparked at Label Expo became a tangible and truly exceptional reality. Project Mythos not only met but exceeded everything we hoped to achieve.
A sincere thank you to all the partners who helped bring this remarkable project to life.