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PPB
• FEBRUARY 2016
THINK
EW COMPANIES SEE THE GLASS AS half full
the way that Etching Industries Corp. does.
Established in 1979 as a promotional supplier
of decorated wine and spirit bottles, Indianapolis,
Indiana-based Etching Industries (UPIC: ETCH0001)—
also known as Etching Wines—narrowed its focus to
wine bottles and related products after it was acquired
in 2013 by the St Regis Group of Companies, simultane-
ously expanding its portfolio of products.
To reflect the change in focus, Etching Industries
leaders came together to discuss rebranding. “We
looked at the whole brand and found it hadn’t changed
in roughly a decade,” says Guy Malk, vice president of
marketing at St Regis Crystal. “We had to take it from
scratch, so we started with the catalog.”
To create the right aesthetic, the photography for
Etching Wines’ product line needed to reflect the per-
ception that customized wine gifts carry, Malk explains.
PROMOTIONS
A Refreshing Approach
To Catalogs
F
SUPPLIER ETCHING INDUSTRIES CRAFTS A CATALOG THAT FUNCTIONS AS A
STUNNING CONVERSATION PIECE
BY JEN ALEXANDER