Leclair: label to printed glass

Direct print · Skincare

2 minute read Written by Fira

The Brief

Leclair, a premium skincare brand, had secured a coveted retail opportunity – a place on the shelves of John Bell & Croyden, one of London’s most prestigious pharmacies. But there was a condition: the packaging had to match the store’s luxury standard. Paper labels wouldn’t cut it.

The brand needed to transition from traditional adhesive labels to direct-printed glass vessels, delivering a seamless, high-end aesthetic that would stand alongside established luxury skincare lines. And the deadline was tight – just three weeks from brief to delivered product.

The Challenge

Moving from labels to direct print isn’t simply a cosmetic swap – it requires entirely different artwork preparation, print registration, and curing processes. The existing label artwork had to be re-engineered for screen printing directly onto curved glass surfaces, with adjustments to sizing, colour density, and layout to ensure clean, legible reproduction.

On top of the technical demands, the order volume was relatively low for a direct-print run, making it difficult to balance unit cost against quality. Fira worked with the client to find a commercially viable middle ground, factoring in future order potential to structure pricing that made the project feasible without compromising on finish.

Our Approach

Fira’s team worked closely with Leclair to prepare production-ready artwork, correcting files and refining element sizes to ensure every detail translated cleanly onto the glass. The proofing and approval process was compressed into days rather than weeks, with rapid sampling and direct client feedback loops keeping the project on track.

Because the brief also called for an elevated brand presence, Fira collaborated on the design direction – helping the client move beyond a straight reproduction of the old label and instead develop a print layout that fully exploited the premium qualities of decorated glass.

The Result

Fira delivered the finished, direct-printed glassware within the three-week window. Leclair hit the launch date at John Bell & Croyden, with packaging that looked and felt like a completely different tier of product. The seamless, label-free finish gave the vessels a clean, integrated luxury feel – exactly what the retailer required.

The project demonstrated how quickly Fira can mobilise on tight-turnaround briefs, and how transitioning from labels to direct print can fundamentally transform a brand’s shelf presence.

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