An apparatus for surface-to-surface application of a liquid media to a substrate. The apparatus comprises a housing and a device movably mounted within the housing. The housing has an external surface and an outlet. The device has an outer surface and an inner cavity for receiving the liquid media. The outer surface includes at least one recess in flow communication with the inner cavity such that liquid media can be delivered from the inner cavity to the recess. As the device moves within the housing, the at least one recess periodically passes by the outlet such as to apply to a substrate being conveyed past the outlet, in surface-to-surface contact with the external surface of the housing, a liquid media in a pattern corresponding in shape to the recess.