Bristol-based ESL used Drytac’s Polar Grip and Interlam Pro Emerytex products to produce a colourful set of floor graphics to support a wider campaign championing the protection of rivers in Bath.
Bristol-based print and signage company ESL Group used Polar Grip white polymeric self-adhesive vinyl from Drytac to create a series of eye-catching floor graphics to support a campaign aimed at helping to protect rivers in the historic English city of Bath.
Established over 35 years ago, ESL is an independent business with a small, yet dedicated and highly experienced, team that thrives on the challenge of providing innovative, visually impactful, bespoke branding and signage solutions. Working with independent companies, global brands and agencies across the retail, leisure, construction and hospitality industries, ESL delivers a wide range of expert print and signage services.
Earlier in 2025, ESL was approach by SouthGate Bath, a leading shopping centre destination in Bath, for support on a wider campaign that was being run in partnership with Bath & Northeast Somerset Council. This centred on protecting local rivers, with a particular focus on a 10km stretch that runs through the heart of Bath and is known as the ‘Bath River Line’.
“The campaign highlighted the importance of reducing pollution in a river that provides water for drinking, bathing and growing food as well as helping regulate the climate and support biodiversity,” said ESL Owner Andy Jay. “This was aimed at a wide demographic of visitors to SouthGate Bath, particularly children of school age.”
The campaign required a range of bright, colourful external floor graphics to be positioned around the site for children to seek out, read and engage with. This is where ESL came in, having worked with SouthGate Bath on a wide range of applications since it opened in 2009.
Recognising the need to deliver floor graphics that would not only look the part and draw the attention of passers-by but also stand the test of time under the heavy footfall of shoppers and visitors to the city. For this reason, ESL opted to use Polar Grip from Drytac, a material it has worked with on several occasions across various other projects.
A polymeric self-adhesive PVC film, Polar Grip is the ideal solution when digitally printed signage or graphics need to remain in place for long periods, with the material offering durability of up to seven years when used with a matching laminate. Flexibility is extended further with the fact that the vinyl can be easily applied to any surface including metal, plastic, wood, glass and brick.
ESL printed all graphics in-house on its Epson SureColor S30600 eco-solvent printer. It coupled the Polar Grip vinyl with Drytac’s Interlam Pro Emerytex, a pressure-sensitive overlaminating film that adds protection and provides the slip certification required for a durable, installation-ready solution. Both Polar Grip and Interlam Pro Emerytex were sourced through Premier, Drytac’s exclusive distribution partner in the UK and Ireland.
“We used these materials because the base vinyl needed to have a high bond adhesive,” Andy said. “This was very important because the floor graphics were not only external but needed to bridge across cement lines between concrete paving slabs in a high footfall location.”
“We had experienced the suitability of Polar Grip whilst supplying high bond floor graphics during the Covid-19 pandemic. Pairing it with Interlam Pro Emerytex, which carries various slip ratings, offered additional protection to the printed graphics.”
“The customer was really impressed with the finished floor graphics, which fulfilled the brief and lasted the entire six-month duration of the campaign.”
