JAC& CHATS — Print with Hungry Workshop
Great brands have great people behind them. We started JAC& CHATS to talk to the people we admire who help create and grow brands all over the world. For our second chat, we’re talking to two excellent people (who we’re lucky to work with often) about the execution side of branding.
Jenna and Simon Hipgrave co-founded Hungry Workshop, a design and letterpress printing studio based in Melbourne. The exceptional team at Hungry Workshop are printmakers who understand the creative process and designers who understand production. They foster a creative dialogue to reach a finished product that is true to the vision, maximises value and minimises waste. Hungry Workshop celebrate the creative community — a community who strives to push boundaries, ask questions and take risks.
Tell us a bit about how you work with brands at Hungry Workshop.
We work with brands to create meaningful connections with their audience. We do this through physical, tactile extensions of the brand, enhancing these moments with carefully considered print production on our vintage letterpress printing presses.
We’ll either work with designers and creatives to execute their projects, or directly with clients designing and producing objects, packaging and stationery in-house. We help our clients create everything from letterpress business cards, invitations, thank you cards and gift cards to wine labels, custom jewelry boxes and swing tags.
Our aim is to create objects that communicate the quality of the brand and the people behind it.
How does quality printing add to the value of a brand? And on the other hand, what damage can it do when executed poorly?
With a printed piece you’re creating an extension of your brand, one that exists in your customer’s real, physical world. It has the potential to be much more powerful than any digital experience. It’s always a good idea to honour that privilege and create print that both reflects the values of your brand but also respects the customer. Print is an opportunity to create an artifact of your brand, something that can become a treasured keepsake. Print doesn’t have to be over the top or extravagant. It can be simple, restrained and considered. The beauty of letterpress is really hard to ignore, and dare I say, makes for a shareable moment that loops back into the digital world.
If your print is poorly executed that lack of care reflects on your brand and can also show disregard for your customer. It’s a missed opportunity. If you care about your product, service and customer then it makes sense to follow that through. The impact is particularly amplified now, when personal and physical interactions are so limited.
There are a lot of different printing options out there – a huge pool of businesses to partner with, techniques to choose from and a very wide range of costs too – it’s confusing! Do you have any advice for business/brand owners about finding the right fit for them?
Our advice is to find the best partner for every part of your business that you aren’t handling yourself. Find partners that share your values and understand your objectives. From design through to production, communication is incredibly important.
We truly believe that communication and transparency is essential for a successful letterpress piece. Pick up the phone early, ask questions; visit the printer and look at samples. If they won’t pick up the phone, or you don’t feel welcome to visit prior and during production then it’s likely not someone you should be trusting with your brand.
Finding someone you trust and that aligns with your values should help you make the right decision. For us, we tend to work with clients who value local, sustainable and ethical production as well as craft and high quality execution.
A very ‘how long’s a piece of string question’, but do you have any thoughts on what % of someone’s budget should be dedicated to printing?
Our unofficial motto is ‘print less, better’ – we should always be looking to minimise our footprint in the world. When you are creating printed pieces, do it with care and consideration, reflecting the nature of your brand and the way the business interfaces with its customers. For a digital or service oriented business a good starting point would be somewhere between $700 – $2,000. If you have a business with a higher rate of interactions with your customers, such as a product based, retail or hospitality, then somewhere between $1,400 – $4,500 onwards would make sense.
Any advice or tips for someone starting a new brand, or growing an existing one?
It is always difficult to balance where to invest when starting or growing a business. One way to look at it is to make sure you aren’t overlooking those moments where your customers truly connect with your brand. Make everything you do meaningful and intentional.
Anything else you’d like to share?
We’re in the midst of moving our studio from Northcote to Brunswick East, which is equal parts terrifying and exciting. It’s going to be a beautiful space when it is all finished and we’re excited to have our clients and collaborators there soon.
We’re also in the process of launching a new brand of notebooks called ‘Off–Line’ which embody everything we believe in. It’s not only going to be a product with incredible utility, it also aims to give back to the community. The products will be made more than sustainable, by us, right here in Melbourne. We’re really excited to share with the world very soon!
Follow us on instagram @hungryworkshop & @offlinesupplyco and check out our websites hungryworkshop.com.au and offlinesupply.co. If you would like some letterpress samples, you can sign up to our newsletter here and we’ll get some in the post for you.