SHRINK & STRETCH: DESIGN POSSIBILITIES
beautiful end result. As the two design functions are intrinsically linked, it is integral that the graphic and structural packaging designers work alongside each other to ensure that the two design elements work holistically.
SUBSTRATE & STRUCTURE The specification of shrink sleeve substrate affects all aspects of the end product. There are a whole host of substrates and print finishes that affect the look, feel, performance and cost of a pack. It’s really important to get this right as ultimately this becomes the foundation for the pack and often the first physical touch point for the consumer. When we worked on
Avonmore’s cream bottle range (left), we needed to align the bottle structure with the new structural equities that we established with their 1l, 2l and 2.75l milk bottle. This meant that the cream bottle had to move to an offset neck and incorporate a jug like pouring feature. Understanding geometries a shrink sleeve will and won’t conform to was key in this case, as the final bottle shape is pretty unusual in the world of shrink sleeving. Also, the short shelf life and
high volumes meant that we had to specify a lower cost sleeve that would stand up to the rigours of a high speed production line and still perform as a branded surface. The end result is a range of bottles that works as a family and has great differentiation on shelf whilst still hitting cost targets.
SHAPE & FILL Following the successful launch of the Whiskas kibbles pack we also redesigned the Cat Milk bottle (right) to incorporate some of the characteristics synonymous with the brand. To start with, we designed
the bottle form to reflect the shape of a seated cat. This naturally formed areas on the pack for brand and sub brand. The product itself is hot filled so the bottle needed to have a series of strengthening ribs incorporated. We worked to place these features to ensure it left an uninterrupted area for the branding and graphics whilst still maintaining the structural integrity of the bottle.
VERSATILITY & THE FUTURE The versatility of 360 shrink as a packaging technology makes it really useful across many packaging sectors. A number of FMCG bigwigs have used it already, with well-known examples including Carlsberg, Barilla, Unilever and Pepsico. In particular, it seems that
projects for pharmaceutical and premium drinks brands are growing in popularity, where the properties of 360 degree sleeving as a branding surface and as a method of collating and seamlessly joining multiple components are being utilised. This allows an integrated pack to be created but, on the environmental side, it can also reduce overall packaging material use and componentry. The kitchen and laundry
sector is one that is seeing increased use of shrink sleeving, as these can be wiped clean. Also, shrink sleeves can incorporate a print free strip for use as a product level indicator, perfect for the sector. As a technology, 360 degree
shrink will always have a place in the industry, in my opinion. Yes, as a labelling solution it is more expensive that say a patch label. In fact, we have noticed a couple of cases recently where clients have deliberately moved away from using it to reduce packaging costs. However, we have seen an equal number of cases where clients have moved to shrink sleeve because it can perform a number of packaging functions that would traditionally be achieved using multiple or higher specification components. But I think that shrink’s pros far outweighs its cons. For example, 360 degree
shrink provides a large branding surface and can have a print clear area to show product levels. Shrink can encapsulate multiple components, and a number of perforations can be added to the sleeve to make it work as a tamper evidence device and make it easy to separate for recycling. The specification of shrink can also give an added level of UV product protection. It’s also reverse printed to double the brand message space. OK, yes, it can be more expensive than other label technologies, but it can add a lot more value and functionality
FMCGNews.co.uk | FMCG News | 37
“The specification of shrink sleeve substrate affects all aspects of the end product. There are a whole host of substrates and print finishes that affect the look, feel, performance and cost of a pack”
to a piece of packaging. So as a technology, I think, personally, shrink will be around for the foreseeable future. If you’re considering using
360 degree shrink for your product, I’d advise you to take a step back and consider the bigger picture. In these times of economic pressure ask yourself - am I getting the most out of each piece of packaging componentry? Can my packaging work harder? 360 degree shrink is not just a labelling technology. Like many packaging technologies, if it’s used to its fullest, 360 degree shrink can add a lot to your product. It has immense possibilities, allowing for an amount of branding that no other packaging technology can do. With competitiveness importance at all all time high in the industry, it is integral that FMCG companies utilise all the tools that are available to them to make sure their products and how they look are the best they can be. For a lot of products, shrink packaging is just one of the ways this can be done.
Shrink can also be used for security and functional
purposes, such as perforations and fill levels
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