Push the limits of labelling

30 November 2010



Collaboration and investment in technology create branding that will turn heads and reap returns, writes Joanne Hunter.


A joint effort by label industry suppliers Avery Dennison and Harland Machine Systems has made it possible to label complex curved pack surfaces, and the collaborators believe that this ‘revolutionary advance’ in labelling will open up opportunities to produce head-turning consumer packaging.

The process brings together Avery Dennison’s Curve Appeal, a system that uses Fasson Curvy film labels, and highspeed, self-adhesive linear labelling equipment manufactured under license to Harland Machine Systems.

Engineers enjoy the challenge of pushing technology beyond current limits. “Being chosen by Avery Dennison as the preferred partner in developing this process has allowed Harland to demonstrate our cutting edge engineering capabilities,” says David Latham, Harland’s Sales Director.

The new Fasson Curvy film label combines a wraparound look ‘with the shelf appeal of pressure-sensitive graphics’, and it creates up to 30% more space for primary labelling than current flat surfaces. By reducing the need for two-ply label constructions, it enables larger back panels to carry more extensive product, or multi-language information, states Avery.

Accraply, a Barry-Wehmiller company, knows that output speed and product quality must meet ever higher brand owner expectations and has focused on ‘redefining versatility, operating value and productivity’ in its latest Trine Model 4800 roll-fed labelling system. The 4800 is equipped to handle bottles at speeds up to 600 containers/min. Helping to support the Trine’s higher production speeds are a new discharge stabiliser, a segmented vacuum drum, which allows for part replacement without costly production delays due to drum repads, and an optional dual label-roll unwind and automatic splice unit. Model 4800 can be used to upgrade ‘the hundreds’ of operating 4500 and 6500 machines without expensive conveyor changes, says Accraply.

Contracts are won and lost on cost, capability and reliability. Companies must stand up to close scrutiny against strong international competition. Labels and sachet printing specialist Labelsco, in the UK, is pleased to have recently signed a deal with household hygiene and cleaning products brand Jeyes. It landed a two-year contract having proved it could compete internationally.

As Denise Mathieson, Sales Manager at Labelsco, explains: “Jeyes is an important client for Labelsco and we did everything we could to win the contract – and keep the work in the UK. It is very difficult for UK-based companies to beat competitors in Eastern Europe on price and we had to work hard to find solutions that would suit both companies.

“After a lot of number crunching and listening to the needs of our client we were able to put together a persuasive proposal that gave us the competitive edge against the Eastern European alternatives.”

John Bagley, Purchasing Manager at Jeyes, adds: “In the current financial climate companies are doing everything possible to cut costs. By working in sync with Labelsco we have been able to ensure that work stays in the UK and with Labelsco.”

Labelsco has also secured a new contract with Balance Me and will provide the award-winning company with ‘shiny, colourful’ labels for a range of 27 aromatherapy-based organic bath and body products.

‘A stitch in time saves nine’ is an old English adage equally relevant in a modern industrial context: catch any process waste early to avoid incremental costs. Lek Pharmaceuticals in Slovenia was the first company to buy the Faulty Label Removal (FLR) system from Newman Labelling Systems, with a view to lowering the cost of waste. FLR is a fully compliant system for removing faulty labels prior to application to a container. The labels are transferred to a paper roll for batch reconciliation and inspection. This is said to prevent any additional wastage resulting from systems designed to reject a container after the faulty label has been applied. The company is using FLR on a Newman S350 automatic self-adhesive labeller, to label vials from 2-100ml capacity at speeds up to 280/min.

Well defined

The Define Styling label printed by Skanem Scandinavia for Lilleborg, of Oslo, Norway, was handed a top prize in The World Label Awards, run by industry associations in the USA (TLMI), Japan (JFLP), Europe (FINAT), Australia (LATMA), New Zealand (SALMA) and India (LMAI). According to the judges, the winner in the category Line/Screen highlighted how the use of brushed metal look on the label, use of colour, placement of the label on product and repeating elements, can create a strong shelf appeal for the brand.

“We take it as a big compliment that a Norwegian-developed label comes top in an international competition,” says Merete Nes, Manager for Lilleborg’s packaging team.


Accraply’s Trine 4800 roll-fed system. Trine

Trine Trine


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