The Label – more than just a piece of paper

Short article obtained from Toepfer site

One of the most important advertising tools used in the marketing of beverages is the design of the label. Selling a bottle without a label would be impossible today. The label „dresses up“ the beverage – gives it an image and an identify. The product becomes a brand. The product’s message is suggested and communicated to the consumer through the label.

Töpfer Kulmbach GmbH – one of the leading manufacturers of labels in Europe – is a full service provider to its customers in the beverage industry, due in no small part to the innovative printing and processing technologies employed at Töpfer.

The wide variety of beverage types, such as beer, water, carbonated and non-carbonated soft drinks, etc., and their different marketing-specific consequences require the use of a diverse range of label styles and qualities – an exacting challenge for label designers and for Marketing, Sales Management, and Technology. Individualized bottle shapes, superior reflective sheen of inks and metallics, high gloss, and other special finishes can be used by the Marketing group based on the marketing specific requirements of the respective application.

New label designs represent a fundamental challenge not only in terms of the design itself, in order to meet the requirements of the market, but also in terms of labeling technology. Therefore, before addressing the label design, the related requirement profiles will be defined for clarification of the different label formats and qualities:

Packaging to be labeled:
Glass or plastic bottles
Disposable or reusable
Label area with or without indentation

Labeling process:
Pre-cut or stamped labels
Wrap-around labels
- Individually cut (glued with overlap – yes / no)
- Off a roll
Sleeves

Condition of packaging in the labeling process:
Wet and cold labeling at a temperature < 8°C
Wet and cold labeling at a temperature between 8 and 16°C
Labeling of damp bottles at a temperature > 20°C
Labeling of dry bottles at a temperature > 20 °C

Type of gluing:
Labeling with cold-setting adhesives (casein glue, synthetic glue, starch glue, dextrin glue, etc.)
Labeling with hot glue (hot melt)

Situation after labeling:
The transport path to the packaging unit (back-ups)
Separating screw conveyor before the packaging unit for six-packs

The label design:
For each label design a requirement profile must be prepared that takes into consideration the following aspects:
Label formats:
Definition of pre-cut or stamped label sizes
Definition of roll specifications
Definition of sleeve design

Label material:
The print medium (paper or film) for the beverage labeling is selected according to the respective aspects of the product to be labeled and the predetermined pricing. Depending on the classification of the product, the following qualities may be selected:
Paper:
- Single or double-side cast-coate labelstock in various qualities grades used for beer and non-alcoholic beverage labels
- Superior quality, high gloss labelstock grades for premium beers and other premium products
- High-gloss, cast-coated labelstocks for liquors and fruit juices
- Special labelstocks, e.g. with natural adhesive, watermark, etc.

Metallized paper:
- In various quality grades

Film:
- LDPE / HDPE / OPP in white, transparent or metallized design

The label quality is documented in the label specification with the defined quality parameters. The basis for this are the special technical delivery and purchasing conditions (STLB) for bottled beverage labels made of paper issued by the Versuchs- und Lehranstalt für Brauerei in Berlin (VLB – Research and Teaching Institute for Brewing).

Printing Processes:
For manufacturing of labels, in addition to the classic offset and gravure printing methods, flexographic technology is also used for film designs. Combination printing is also possible.

In offset printing– an indirect printing method – the printing and non-printing areas are situated in a single plane. The printing form, a metal plate, is pretreated photochemically in such a way that the hydrophile („water-friendly“) non-printing areas absorb the water and repel the ink, while the printing areas repel the water and thus absorb the oil-like printing ink. The paste-like ink is transferred onto the premoistened printing plate over the inking rollers. Offset printing is an indirect printing method because the printing form transfers the printing image first onto a rubber cylinder, which then prints onto the paper. Offset inks dry oxidatively, which is why specific drying times must be adhered to during production depending on the printing material used. To prevent the ink from transferring onto the reverse side of the next printing sheet or running together, the paper is dusted with a special powder.

In gravure printing – a direct printing process – the printing areas are recessed in the printing cylinder. The rotating chrome cylinder is coated entirely in the ink, then the excess ink is scraped from the surface so that only the ink remaining in the recessed area is transferred directly onto the paper. The volume in the individual recesses determines the amount of ink applied and the intensity of the color on the paper. After the printing the solvents contained in the printing ink are extracted through evaporation by drying and purified in accordance with the provisions of the TA-Luft ordinances. Töpfer Kulmbach GmbH uses alcohol exclusively as a neutral solvent, to ensure adequate safety for customers in the food and beverage industry as required in the Lebensmittelverordnung (Foodstuffs ordinance).

In flexographic printing – another direct printing technique – the printing areas are situated in a raised position on the printing cylinder (letterpress). The printing ink is transferred over a defined anilox roller onto the printing cylinder and applied directly onto the printing medium (paper or film). After printing, the paper or film roll is run through a dryer in the same manner as in gravure printing, in which the solvents contained in the printing ink are extracted by evaporation and then purified in accordance with the TA-Luft ordinances.

Depending on the volume of demand, the design characteristics, the technical requirements, and the material to be printed, the most suitable printing technique must be selected. The following factors can help make the right choice:
- Type of label (single labels, rolls, or sleeves)
- Type of material to be printed (paper or film)
- Color reproduction:
Higher quality results can be achieved here for decorative effect with gravure printing. This applies in particular for the use of metallic inks. With offset printing these inks can appear dull – or yellow-brown in the case of gold tones in non-heavy metal design – due to the offset technology. In contrast, with gravure printing a brilliant color gloss – even without heavy metals – can be achieved. The Deutsche Brauerbund e.V. (German Brewer’s Association) specifically requires that pursuant to the Kreislaufwirtschafts- und Abfallgesetz (Recycling Economy and Waste Law), as well as the Klärschlammverordnung (Sewage Sludge Ordinance), the content of heavy metals in wastewater must be minimized.
- Resistance to abrasion
Compared to offset printing, with gravure and flexographic printing better resistance to abrasion can be achieved due to the application of powder. The extreme requirements on the transport equipment can thus be fulfilled.

Refinements and specialties:
With the printing process additional refinements and specialties can be carried out for the print design. For example, Töpfer Kulmbach GmbH can offer the following finishes and specialties – some of which are patented:

MIC®:
Gold and silver effects are indispensable for promoting the sales of high-end bottle designs. Töpfer Kulmbach’s patented development MIC® (Metal Ink Converting) enables the printing of metallic colors gold and silver with extraordinary reflective sheen without heavy metals in the ink. MIC® is produced in a special process. For specific applications MIC® can also be used as an alternative to metallized paper. Since preprinting with white primer is eliminated, the extreme brightness of the blank paper can be shown to full advantage without any loss of the higher value gold or silver design. In addition, the alkaline load can be reduced.

STAR-GOLD®:
With its STAR-GOLD® process, Töpfer Kulmbach has developed a matte gold design without the use of light or heavy metals. In addition to the equivalent metallic effects, this patented process also has the requisite lye resistance and a very good anti-abrasive properties. Star-Gold® can be produced in gravure and flexographic printing and also guarantees that the colors overlaying the matte gold are also alkali-proof.

Off-Labels – the peel-off label:
Peel-off labels are made of high-quality labelstock with a special coating on the back. These labels can usually be processed without having to convert the bottling equipment. Before Off-Labels can be used, the following must be noted: the temperature of the bottles to be labeled is an important parameter for insuring smooth peel-off of the labels. Technical requirements during wet/cold labeling and/or warm/dry labeling must be taken into consideration. In storage of the labels, greater temperature and humidity fluctuations should be avoided (storage temperature: 18° to 20°C / relative humidity: 60% to 65%). Labeling must be done using casein glues. The use of dextrin and mixed glues is limited and generally influences the function of the Off-Label. A careful gluing is also important. No glue should leak out from beneath the label, otherwise the label will be difficult to peel off and can tear. The labels cannot be pulled off the bottles easily until the film of glue has dried completely. With its patented „Peel Off“ process, Töpfer Kulmbach GmbH has created an innovation that guarantees sales.

Thermochromic inks:
When printing with thermochromic inks, text or design elements can become visible when the temperature of the label changes. This finish is used primarily in the manufacture of special campaign labels of various types, from the temperature-dependent appearance of a brand or quality seal, to the display of the optimum drinking temperature of a product, to the design of collect-a-set and game-based promotions.
The ink does not become visible suddenly when the temperature drops below the limit, but instead increases in intensity within a defined reaction range. For beverage labels, this recommended range is between approx. 6° and 12° centigrade. This means that at the downward visibility threshold (12° C) – or the upper limit of this range – the transition from no color to color begins. Texts and objects printed with thermal inks will always become visible as soon as the bottling, storage, or external temperature of the container reaches or falls below the preset visibility threshold. Thus the color intensity increases constantly as the temperature drops and reaches full coloration in the defined PMS ink value at the lower limit of the reaction range (at approx. 6° centigrade). Below the reaction range the ink remains permanently visible in the defined coloration value.
The reaction capability of the inks used can be guaranteed up to a minimum duration of 12 months. This makes it possible to manufacture even the total demand volume of a yearly promotion using various motifs.

Varnishes:
Varnishes are used to provide high abrasion resistance and high color fastness in the alkaline solution. A so-called AGM varnish can be used to prevent conglutination of labels in a six pack and partial varnishes can be used to achieve special effects.

Embossing designs:
Label designs are usually embossed for technical reasons, since embossing provides better flatness and label behavior due to reduced surface tension (e.g. neck labels on NRW bottles).
Special embossings are also possible for optical effects. Visual detail embossings are not recommended for wet adhesive labels, however, since the embossing changes during the labeling process and the desired optical features cannot be achieved.

Laser sensitive varnishes:
Laser sensitive varnish is a development in product labeling using laser technology that enables printing of text in the white area of the paper, as well as on metallized paper without additional white field, and on film. This allows the use of low laser energies and offers new options in the printing of labels.

„ TÖPFERfreshLabels“:
A fresh new method of presenting product designs was developed by Töpfer Kulmbach GmbH with TÖPFERfreshLABELS. Here finishes for body, neck, and back labels, stamped or precut, in various design versions or as detail identification on paper, metallized paper. This finish is used particularly for small batch production and special promotions.

Sleeves:
Sleeves are used in Germany primarily for PET recycling applications. Printing of this type of label can be done on white and also on transparent PE film. Glue can be omitted from the labeling process entirely. With sleeves, the label wraps around the entire circumference of the bottle and all of it can be used to print advertising messages.

Foil labels from a roll:
This type of label has established itself strongly thanks to increasing demand for PET bottles – particularly disposables. OPP films are normally used here in white, but also in transparent or metallized form. Special PE films are used for disposable bottles that are printed primarily in white design. The use of transparent film is also possible.

Foil labels as cut labels – the alternative to the „no label look“:
With the production of film labels, printed on transparent or white film that can be processed as cut labels Töpfer Kulmbach GmbH has achieved an alternative to the classic „no label look.“
With slight modifications, the cut labels can be processed using existing labeling techniques. Particularly with transparent film manufactured by means of under-surface printing, a high gloss label and good abrasion resistance can be achieved so that the labels remain glossy even after a long time. Thus foil labels are an economic alternative to the self-adhesive label.

Perforations:
Perforations are used mainly for campaigns (such as point-collecting promotions). Individual areas of the label are perforated here to be torn off later.

Window cutouts:
Special techniques enable so-called windows to be stamped out of the labels, so that the inside of the opposite label can be viewed for advertising purposes.

Scratch-off areas (for scratching off of numbers or text):
Label surfaces are used for scratch-off areas; for example for contests in which the consumer can scratch off certain areas for a chance to win a prize.