Change perceptions at Labelexpo Europe: Saying luxury in more ways than ever
The face value of a label is just one part of a consumer’s impression of a bottle or package. Communicating brand values effectively means going further – how does a label feel? What sound does it emit when touched? Does it give off a scent? Packaging that stimulates multiple senses has a bigger impact on consumers’ perceptions – and helps determine their purchasing decisions.
“At the past Labelexpo, we premiered exclusive labelling materials that help brands to stand out on the shelf, creating unique customer experiences, and changing consumer perceptions,” says Ralph Olthoff, segment director wine & spirits.
Building on its show theme of “Pioneering Change,” Avery Dennison leveraged this platform for showcasing several exciting advances, including:
- Clear Hotmelt adhesive for chilled food packaging
- Sensorial Collection for wine, spirits and craft beer
- Black Collection for wine, spirits and craft beer
- Label’Glass technology for wine, spirits, premium food and cosmetics
Avery Dennison’s patented Clear Hotmelt adhesive offers a new alternative for chilled food applications.
As demand increases in Europe for healthy and convenient chilled foods, so does the need for attractive, transparent and informative packaging. Chilled food applications in the temperature range 0-8 °C require the tack of a hotmelt adhesive, but traditional hotmelt adhesives tend to yellow and UV-hotmelt adhesives carry a price premium. Avery Dennison’s S 2045C Clear Hotmelt adhesive now enables clear labelling for chilled food applications without yellowing. The excellent ink anchorage at increased printing speeds now unlocks a high-quality, cost-effective solution that creates exciting design possibilities for chilled food applications.
The Avery Dennison Sensorial Collection gives designers a broad toolset to create soft, textured or patterned papers that can give a premium, vintage or artisanal feel. These diverse label surfaces can give consumers subtle messages about a bottle’s contents while contributing to an outstanding visual impact. This product portfolio offers various effects, from wood to velvet – allowing brands to create unique label designs that engage multiple consumer senses.
New, exclusive Label’Glass technology allows brands and bottle producers to simulate a glass embossing effect with a label. Decorating the bottle with an embossed label that looks like glass and feels like glass, helps to create a distinctive and premium brand image, while differentiating the bottle to stand out on the shelf among hundreds of other wine, spirits, luxury food or cosmetic bottles. This technology offers a perfect alternative to glass embossing, particularly for small production batches, thanks to low order quantities, fast shipping, cost efficiency and lead times.
The Avery Dennison Black Collection offers unique ways to create truly distinctive label designs for wine, spirits and craft beer brands. The materials provide excellent shelf appeal with black labels without white edges, ranging from smooth to textured in different shades. These products also deliver improved operational efficiency to converters, by saving on both ink and press time, as there is no need to dual pass printing.