Page 42 - Packaging News magazine Sep-Oct 2022

LABELS & LABELLING
IDShield wins with security
and sustainability
Caps & Closures garnered several awards at the 2022 Australasian Packaging Innovation & Designs Awards (PIDAs), of which IDShield’s holographic labelling and decoration system was one. PKN reports on the technology.
IDSHIELD, WHICH WAS introduced to the market in 2022, is a holographic labelling and decoration system
that prevents copying of a product’s labelling and adds a unique identity for consumers to recognise the prod- uct as genuine.
Like the structure of a complex computer chip, the IDShield surface reflects light in an intricate pattern, resulting in a holographic 3D image. The holographic design is created at the nanoscale, resulting in a multi- layered security image that is almost impossible to counterfeit. Each layer can be a visible layer consisting of a unique light bending feature or a hidden layer that would require a pre- cision imaging tool to view.
IDShield images stand out because they are integrated into the packag- ing polymer itself as the material is moulded under heat and pressure, with no added materials, adhesives, inks, or printing processes.
It integrates on a nanoscale directly onto the surface of a product with no additional additive required, retain- ing 100 per cent material purity. This means recyclability is straight- forward, with no additional separation or chemical
treatment required for the recycling pro- cess. In addition, the process does not compromise a product’s integrity nor affect the food contact certification of the material.
Theholographicimages
and their design components are created in-house by the Caps & Closures’ design team at the company’s Dandenong South plant in Victoria, with all prod- ucts featured in IDShield technology manufactured in-house, using spe- cially designed tooling.
“As there is no limit to what you can design, the customer can provide a lay- ered design on what they envision of the hologram, and we can review and come back with a detailed version. Our talented design team can also advise and design the hologram for the cus- tomer with their custom logo, brand elements and desired security features. There really is no limit to the complex- ity that can be built into IDShield’s holographic branding capability,” says Ivan Hong, art director at Caps & Closures, explaining that ID-Shield’s ‘jewel-effect’ hologram gives brand image designers access to the entire rainbow of colours and holographic effects, all dynamically displayed in a logo, marketing message or anti-coun- terfeit device.
“IDShield will strengthen consumer confidence in your genuine product, and it can work in conjunction with other tamper-evidence devices found in mod- ern packaging. This is good news if you are amongst the many Australian manufac- turers and exporters facing the challenge of ‘look-alike’ prod- ucts,” says Caps & Closures MD Brendon
Holmes.
Above & Left:
D-Shield’s ‘jewel-effect’ hologram gives brand designers access to the entire rainbow of colours and holographic effects, all dynamically displayed in a logo, marketing message or anti-counterfeit device.
There really is no limit to the complexity
that can be built into IDShield’s holographic branding capability.”
IVAN HONG, ART DIRECTOR, CAPS & CLOSURES
“When original product packag- ing is copied, the negative effects on your brand and relationship with your consumers can be quite devastat- ing. It is especially frustrating when shoppers cannot see the difference between your products and the coun- terfeit ones, after all your investment in branding and differentiation using conventional labelling and decoration. Often it’s too late, and of course, your customers lose confidence and trust in your brand.
“With IDShield, there is now a cost- effective and visually-impacting way to deter competitors from counterfeiting your products and impacting sales.”
ID Shield was introduced to the market at the start of 2022 and took approximately 16 months to develop, from concept to mass production capability. ■
42 ❙ SEPTEMBER – OCTOBER 2022
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