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Individuality By Innovation

Individuality by innovation

Andreas Herzog gives us his insight into some of the techniques that are catching on in the glass industry

Design and decoration have become increasingly important in the bottling industry to allow products to gain individuality and improve shelf appeal. Most spirits, perfumery and cosmetics manufacturers today rely on standard glass containers in combination with sophisticated and innovative decoration techniques to enhance and improve the branding of their products.
“We are certainly seeing an increasing trend from product manufacturers towards producing great shapes and brilliant glass but at minimal expense and upon short notice. They are basically looking for standard bottles to easily be upgraded to become distinct and unique by the use of sophisticated decoration. But on the other hand there is still a huge demand for customized super premium glass containers.

Nowadays, decoration disciplines can make standard products look very different. Techniques like partial spraying, or selective removal of spray on the bottle, as well as fluorescent and textured sprays make bottles look really exciting. Accessories like a branded logo, a shoulder piece, an aluminium plate or leather and even cotton sleeves make bottles look unique.
Haptic features are a very recent trend – be it with containers for perfumery and cosmetics or be it with bottles for premium spirits.

Besides such tactile aspects, its getting increasingly important for premium spirits to stand out from the mass of spirits offered in bars and night clubs. Many are now using special inks to create fluorescent and phosphorescent effects on bottles, obtaining very impressive features when glooming in the dark and under UV light.

Two of the most recent innovations, which are already available for market are “unbreakable glass” and “printing around the corner”. In short specific software enables bottlers to print around the edges of bottles. This means that the artwork starts to be printed on one face of the bottle and goes around the corner to continue on the next face of the bottle, as successfully used on the Johnnie Walker bottle. This technique enables some impressive artworks to be produced on a huge variety of bottles.

Source: Packaging Gazette, August

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