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PARTNERS USING MEMJET’S VERSAPRESS OR THE MORE RESILIENT DURAFLEX TECHNOLOGY
Business
Label opportunities for all
Gareth Ward looks at options for commercial print businesses looking to enter the label printing world, pointing to a couple of overseas businesses that could be a template.
comes from machines using Memjet printheads.
Whatever the chosen technology, the new label printing business needs a means of finishing, die cutting to leave the label attached to the release paper but taking away unwanted material. Rotary die cutting is the simplest, flat-bed suits longer runs and better quality, while laser die cutting suits one-off or ultra-short runs of perhaps intricately designed labels. In reality, most are standard geometric shapes, where dies can be used for multiple jobs with only the artwork changing.
Memjet lists 17 partners using either its Versapress or the more resilient Duraflex technology. As with other inkjet technologies in label print, the cost of ink per label is less of a factor than in commercial print, with its vastly larger areas to print.
The narrower print area
also contains costs and avoids complexities or stitching together multiple printheads. The 220mm and 324mm print width of a Memjet printhead most definitely helps.
As the technology is a water-
based inkjet, there are limits to the substrates than can be used and a post print application of a protective coating may be required. The Trojan T4 press for example includes Memjet Versapass printheads and integrated finishing section with semi rotary or full rotary die cutting,
It seems a logical extension for margin squeezed commercial printers looking to diversify into adjacent sectors. But to date, relatively few commercial printers have ventured into label production. Many have found success using existing litho presses to print cartons, or have invested in large format inkjet to expand into display graphics. Labels remain almost virgin territory in comparison.
There are though sound reasons to expand in this direction: demand for labels has remained high in
the pandemic-hit years, runs are becoming shorter, companies that buy commercial print are also likely to be buying labels.
Equally there are barriers to entry: different and unfamiliar processes are involved, there are different substrates to understand, and perhaps, most significantly,
a printed label is only part way through the production process. There is no room for print errors, late delivery, or poor presentation.
These barriers are coming down and the opportunity is increasing. The labels market is worth looking at. Thousands of new businesses have sprung up in the wake of lockdowns around the world, many started by people having reassessed their priorities, choosing to pursue
a different lifestyle to produce artisan food and drinks, soaps and cosmetics, candles, textiles, and the list goes on.
All have requirements for business print, and many will need labels. The proliferation of artisan breweries across the world, swiftly followed
by gin distilleries, and latterly rum and whisky, is testament to the appeal of limited production volumes and expertly crafted products. As much as the books on a shelf said something about their owner on
a Zoom call, so the contents of
a drinks cabinet make a lifestyle statement. Labels are important to
Gareth Ward: Labels demand to remain high
distinguish a product. Gin is a clear liquid. Only the packaging and label relays what it is that separates one bottle from another.
More to the point, the quantities needed are such that large label printing groups are not interested, small orders would be disruptive to production on a line-up of high- speed flexo presses. But demand can suit a smaller digital machine, which could be a first investment
for a company moving into label printing. And there are many machines to choose from, if not all with the capability of printing labels for premium products.
ENTRY LEVEL
At the entry level and frequently used by in-house operations are those from Epson, which print one or more labels on demand at the point of application. They are capable
of printing in colour and may be replacing what was a regular order for printed labels, but not for labels for retail products.
These cross over with a large number of print machines that run roll-to-roll and can be used for commercial use. The first machines to do so were based on OKI
print engines with roll handling equipment. For those contemplating a toe in the water, OKI appeals, with Genr8 a typical example of
a print business making the move with one. The competition to OKI
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