A wax printing process, apparatus, formulation, and label. The process includes contacting a wax formulation with a surface having at least one etched region thereon, and confronting a carrier with the surface such that at least a portion of the wax transfers from the etched surface to the carrier. The apparatus includes a tray and a manifold positioned in the tray. In another aspect, the apparatus includes a gravure sleeve and a heatable mandrel disposed inside the gravure sleeve. The wax formulation includes a paraffin wax, an ester wax, a hydrocarbon resin, a microcrystalline wax, and an ethylene-vinyl acetate copolymer resin. The label includes a carrier and a wax release layer confronting a surface of the carrier. The wax release layer confronts less that the entire surface of the carrier.