Don Earl, president of Overnight Labels, Inc., shares why savvy brands need printers that can pivot quickly, especially in a crisis.


Christine Esposito: In a nutshell, tell me about Overnight Label’s history and your key offerings.

Don Earl: I started the company in 1987 in my garage with one press that printed black and white bar codes.  I was able to get them done overnight, hence the name!  Over time, we grew to a full-service converter offering custom labels, shrink sleeves, flexible packaging, and packaging prototypes. Although we don’t usually print jobs overnight anymore, our turnaround times are typically lower than industry averages.  

CE: In addition to speed, what other factors have led to your longevity and success?

DE: First and foremost is our focus on quality.  We have stringent QA measures and only purchase high caliber materials.  

Second is our emphasis on innovation and an expertise in specialty finishes. We invest in the latest printing technologies and regularly partner with industry suppliers to beta test new substrates, inks, coatings, and adhesives.

Last, but not least is flexibility. Because of our size, structure, and planning process, we can easily adjust to sudden shifts.  This agility has always benefitted our clients, and really became a factor as soon as Covid hit the US.  

CE: Speaking of Covid and in particular the supply chain, how has Overnight Labels fared through the pandemic and what lessons can be learned?

DE: We were very fortunate that we did not experience any shortages and were able to meet our client deadlines.  As I mentioned, quality is key, so we’ve only ever purchased material that was domestically sourced, even if we paid a little more for it.  This turned out to be a fortuitous decision in the wake of a global pandemic.  Brands should be having direct conversations with their converters to ensure that they are well-stocked with their products’ packaging materials.  If they foresee a potential issue, they need to know that their supplier has a plan B that won’t impact the integrity of their packaging and ship date.

CE: Many brands faced challenges with their packaging due to COVID-19. What tips can you share with brand owners when choosing a supplier while we are still dealing with the pandemic? 

DE: Pre-pandemic converters may have been chosen because of price, location or perhaps a referral.  As we navigate this new reality, brands should think of their printers as true partners, working together to ensure that essential products are available to consumers.  To that end, they need to dig a little deeper to ensure they have chosen wisely.  

Brands should assess if a printer can easily pivot to a packaging change, increased quantity or a new product launch brought on by Covid-19. For instance, some of our personal care clients quickly launched hand sanitizers, an item not previously in their wheelhouse.  They looked to us to recommend the appropriate stocks, films, adhesives, and coatings to withstand the high alcohol content found in hand sanitizers. Inexperienced printers may not have the technical expertise to choose the right combinations in order to avoid labels that peel off or ink that runs or smears.

It’s also important to know many presses a supplier has and how different elements of the printing process are handled. We have 15 presses, over 6,000 dies in stock and produce everything in-house.  We are not dependent on external pre-press, proof generation, ink mixing or plate making vendors, which saves crucial time. This was especially relevant to our personal care and household industry clients last spring and summer who needed quick turnarounds since their products were flying off the shelves.

CE: Given the priority on correcting weak supply chains and the need for speed, where does the pre-pandemic focus on sustainable packaging stand today and what can Overnight Labels offer?

DE: While it’s true that there was a slight pause in the conversation around sustainable packaging, we are starting to see a big uptick in requests.  We’ve been focused on this for more than a decade and are vigilant in sourcing the newest innovations.  In addition to certifying as a Sustainable Green Printing Partner, we’ve built an eco-friendly packaging portfolio, which includes stocks, films, inks and adhesives. We are particularly excited about compostable and recyclable film for both shrink sleeves and flexible packaging.  These new products are especially relevant to the beauty, personal care, and household industries because they are leading the charge to find the balance between eye-catching packaging and sustainability.