With high functionality of enhancing a product’s perceived value and appeal to a target audience, Specialty Printing (like premium packaging) focuses on using premium materials, techniques, and finishes like UV coating, foiling, embossing, or metallic elements (for a luxury feel), and glitter and gloss (to create a gift-worthy, memorable experience). Invariably, specialty printing and packaging enhance perceived value, improve customer experience, and are perfect for creating limited-edition products that generate excitement and exclusivity, among other functions. For Print Service Providers (PSPs) to tap into this lucrative aspect of print, Ofurum Augustine, in this SPECIAL FEATURE ARTICLE educates PSPs on step-by-step approach to build a profitable, future-proof business from specialty printing.
If you’re like most Nigerian print shop owners, then your days are predictably dominated by bids for A4 letterheads, flyers, and standard brochures. With fierce competition, razor-thin margins, and client’s primary question of always asking: “Can you make it cheaper?” Then, you are trapped in the commodity printing cycle, where volume is king but profit is a pauper.
Nigeria’s growing middle class and a surge in entrepreneurial spirit have birthed a new generation of premium brands. From Lagos to Abuja, innovative founders are creating boutique cosmetics, craft spirits, artisanal foods, and high-end electronics. These brands don’t want generic, imported boxes. They need unique, tactile, and breathtaking packaging that tell their story and justify their premium price point. They need short runs like 500 to 5,000 units that global suppliers ignore. This is your golden opportunity to escape the commodity race and build a profitable, future-proof business. What to do?
(c) Smart Gift Co
THE FOUNDATION: Equipment for a Premium Finish
You cannot win this business with a standard CMYK press alone. The product demands impact, which comes from specialty inks and finishes.
- The Digital Workhorse:The core investment is a capable flatbed or hybrid UV-LED printer that goes beyond standard CMYK. Look for a machine with White ink and at least one spot colour (e.g., Orange, Green, Violet – OGV). White ink is non-negotiable for printing on kraft boards or dark substrates, which are hugely popular for an “organic” or “premium” feel. A spot colour channel allows for brand-specific Pantone matching and vibrant metallic or fluorescent effects that CMYK cannot replicate (Frazier, 2022).
- The Finishing Touch:This is where the real magic happens and where you justify your premium pricing. You must invest in:
- A precision digital cutter (plotter):For kiss-cutting stickers, creating intricate dielines, and producing unique package shapes without the cost of a die.
- Specialty Finishing Equipment:This includes foil stamping machines (digital or manual), embossers/debossers, and spot UV coaters. These tools add the luxurious, tactile differentiation that premium clients crave (Agwu & Eze, 2021).
Start by outsourcing the most complex finishes and bring them in-house as volume justifies it. The key is to have control over the process to ensure quality and turnaround time.
THE SKILLSET: From Press Operator to Packaging Artisan
Your staff’s mindset must evolve from operator to craftsman. This requires training in:
- Advanced Substrate Knowledge:Understanding how inks behave on various boards, corrugated mediums, and specialty papers.
- Structural Design:Collaborating with clients or designers on the functionality and structural integrity of a box, not just its graphics. Familiarity with software like Esko ArtiosCAD is a major advantage.
- Quality Control (QC):Implementing a ruthless QC process where every unit is touched and inspected for colour consistency, finish application, and structural perfection.
COSTING FOR PROFIT, NOT JUST SURVIVAL
Commodity printing is costed on a per-sheet basis. Premium packaging is priced based on value. Your quote must encompass:
- Design & Dieline Consultation:Charge for your structural design expertise.
- Substrate Cost:The unique board or paper.
- Printing:Factor in the machine time and the cost of specialty inks (white, metallic etc).
- Finishing:Itemize each process – foiling, spot UV, die-cutting – separately. This shows the client the value they are getting.
- Labour:Account for the meticulous hand-finishing and QC that these jobs require.
Your goal is a 40-60% gross margin, not the 10-15% you scrape from commodity work.
THE MARKETING STRATEGY: Finding and Pitching the Right Clients
Forget cold-calling every business. Your targets are specific:
- Boutique Cosmetics:Look for local brands of shea butter, organic soaps, and makeup on Instagram and in high-end beauty stores.
- Craft Spirits:Target distilleries creating premium gin, bitters, and palm wine derivatives.
- Gourmet Foods:Artisanal chocolate makers, small-batch coffee roasters, and producers of premium spices and condiments.
- Technology Start-ups:Brands launching high-end gadgets that require protective, branded packaging.
YOUR PITCH STRATEGY:
- Create a “Wow” Sample Kit:Produce a stunning sample box showcasing your full capabilities: foiling on a kraft box, spot UV on a luxury white card, and a unique structural design. Let them feel the quality.
- Lead with Value, Not Price:Your opening line is not “We print boxes.” It’s “We help premium brands like yours command a higher price and stand out on the shelf through exceptional packaging.”
- Solve Their Pain Point:Understand that their current pain is likely importing small runs with long lead times, high shipping costs, and no flexibility for changes. Your pitch is: “Local production, faster turnaround, and the ability to order what you need, when you need it.”
Sample 30-Second Pitch:
“Hi [Client Name], I was admiring your [product name]—it’s fantastic. My name is [Your Name] from [Your Print Shop]. We specialize in helping innovative Nigerian brands like yours amplify their premium identity with packaging that feels as exceptional as the product inside. We produce short runs locally with luxury finishes like foil stamping and embossing that are usually only available for massive orders. I have a sample kit I’d love to drop off to show you what’s possible right here in Nigeria.”
CASE STUDY: FROM COMMODITY TO PREMIUM – THE LAGOS PRINT HUB STORY.
Lagos Print Hub was a typical commercial printer, struggling with low-margin contracts. The owner, Tunde Adebayo, identified the trend in craft gin. He invested in a used flatbed UV printer with white ink and a second-hand foil stamper.
The Client: A new Lagos-based craft distillery, “Eko Gin” needed a launch run of 1,000 gift boxes.
The Project: Lagos Print Hub designed a rigid two-piece box from imported kraft board. They printed the logo in a deep black with a crisp, gold foil stamp. Inside, a spot UV-coated tray held the bottle securely.
The Result: The packaging was a sensation, featured in lifestyle magazines. Eko Gin’s perceived value skyrocketed. For Lagos Print Hub, the job had a 55% margin – the equivalent of printing over 500,000 flyers. Eko Gin is now a permanent client, and Lagos Print Hub has pivoted 70% of its business to high-margin packaging, becoming the go-to for Lagos’s premium brands.
THE TIME IS NOW
The Nigerian premium market is expanding, but it won’t be a secret for long. The Printers who act now and who invest strategically, train passionately, and sell on value will become the industry leaders for the next decade. Stop competing on price. Start competing on prestige. Unlock your premium package.
References
Agwu, C. C., & Eze, T. I. (2021). The impact of value-added services on customer retention in the Nigerian printing industry. Journal of Applied Business and Economics, 23(4), 112-125.
Frazier, M. (2022). Specialty inks and coatings: A guide for commercial printers. Printing Industries Press.
About OFURUM AUGUSTINE
Austine is a Creative Visual Developer with over 15 years of experience in print production management, brand identity design, visual communication, and photography. He merges technical precision with creative innovation. Specializing in high-impact branding for retail and corporate clients, Austine has led 50+ print campaigns – from sustainable packaging to large-format installations – ensuring seamless execution from concept to final press check. He thrives at the intersection of aesthetics and functionality, delivering designs that resonate visually and strategically. He currently serves as a Lecturer at the School of Arts, Design and Printing Technology, Department of Book Publishing, Yaba College of Technology, Yaba – Lagos, Nigeria.
