Consultant to corporations and inventors.
From prototypes to production.

Based in Los Angeles, California

Labeling Machine


Excerpts from the book "How Design Changed America" by Henry Keck

In the middle 1960s, Keck-Craig was given an unusual assignment by a fast growing Pasadena company now called Avery Dennison. It was an exciting opportunity since we were to work directly with R. Stanton Avery, (1907-1997) inventor, founder of the company. It would be hard to find a better example of creative capitalism than Stan Avery and his company. He had started out in 1935 with parts from a washing machine, a sewing machine and hand tools to create the first machine to make self-adhesive labels for all kinds of mass produced products. He had built the company through World War II into a thriving business.

Our assignment was to put the company into the plastic tape label embosser business. A tape embosser impresses letters into a self adhesive plastic tape so that labels of all kinds can be easily and neatly made. Avery’s interest was to sell their self adhesive plastic tape. This was a logical extension of their main self adhesive business. They were experts at making plastic tape.

There was already competition in this market from a company called Dymo which made an expensive, ugly, hard to use tape embosser.

After much back and forth design effort, ably helped by Mr. Avery, we designed a means of putting the tape through the center of the dial. We were thus able to create an easily held and easily used tool with a handsome, highly salable, contemporary look.