A Face Behind the Brand: Meet Martin Crann

Martin Crann

Martin Crann is the Bussiness Development Manager Premium Labeling Solutions, UK, Ireland, and Nordics at Avery Dennison. Having been with the company for 25 years, he has seen many changes occur within the industries we serve and our customers.

"We continue to introduce innovative premium labeling solutions that customers are interested in. As shelf appeal remains incredibly important, this interest continues to grow, and we also see this trending upwards for online luxury products. Our relationships with brands and designers help inspire a particular choice of material and, where appropriate, influence the decision-making process with our label manufacturers”.

Since the nature of his role requires him to connect the dots with all relevant stakeholders within the ecosystem, Martin is passionate about ensuring the communication process runs smoothly throughout.

“It's all about crystal clear communication. Avery Dennison invests heavily in sustainable and digital solutions, which are both essential to brands. Our ability to make these relationships as transparent and collaborative as possible will ultimately benefit consumers”.

For Martin, going above and beyond a consumer's expectations, ensuring they feel inspired to return to the brand, again and again, should be a priority for all businesses. It is clear that consumers' desire to invest in personalized experiences is a continuing growth trend in the luxury industry, as is the need for sustainability and premiumization in luxury purchases.

His go-to premium labeling solutions material is Fasson® Cotton Black, an uncoated extra premium paper made from 100% cotton pulp, a yearly renewable plant. Therefore, it is the perfect sustainable solution for brands looking forward to reducing their product packaging environmental impact. Cotton Black's distinctive rough texture and the impressive tactile effect add value to all labeling projects for high-quality items such as wines and spirits, or gourmet and luxury beauty products. The deep black color is actually pulp-added in order to avoid the unsightly white reverse or edges of the label hence contributing to making it even more elegant and sophisticated. Cotton Black is carbon-black-pigment free in order to be printed with the hot foil stamping method without any oxidation issues. Extremely refined printing results can be obtained with both embossing and debossing techniques thanks to the paper high substance.  

Get in touch with Martin to learn more about Avery Dennison's diverse product line, and discover which solution is best for your unique requirements.