Tailored Solutions

Shrink labeling is a dynamic product decoration segment that is drawing renewed interest from consumer products companies and therefore, from package printers. Shrink labeling draws the attention of consumers with its unique ability to provide 360° product decoration and encompass today’s ergonomically shaped products.

Extraordinary looking packages are incorporating shrink labels for a wide range of sizes and novel configurations. Because of the shelf appeal this labeling method can provide, shrink labeling has begun to grab attention away from other, more traditional labeling technologies. While many printers are considering or attempting entry into the shrink label market, anyone looking to get into this end of the business should understand that it requires unparalleled attention to details. Shrink sleeve suppliers distinguish themselves by remaining at the forefront of state-of-the-art prepress and printing technologies and processes. Labels covering these intricately shaped containers require novel capabilities in material selection, graphic design, printing, and converting. Shrink labeling—outside of the simplest tamper-evident bands—is not a good market for a run-of-the-mill printer.

Early adopter

One company that got into the game in the early days of shrink labeling is Gilbreth, a label printer located in Croydon, Pa. Gilbreth, founded in 1961 as an importer of tubing and chemicals, began printing shrink sleeves in the early 1980s. According to Lori Stevens, vice president of business services, the company began printing tamper bands in response to the Tylenol product-tampering scare. “We started in shrink sleeves with the development of tamper-evident bands for security purposes and moved to printing full-body sleeves,” relates Stevens. “During the 1980s, Gilbreth began supplying Duracell with battery sleeves, which became our stepping stone to grow the full-body shrink sleeve business.”

Today, the company produces heat-shrinkable film labels, full-body shrink sleeves, tamper-evident bands, glue-applied wraparound labels, neckbands, and a proprietary line of decorative shrink films. It has 80 employees at its one facility in Croydon, “all dedicated to making shrink sleeves and servicing our customers,” says Stevens.

The company operates around two distinct pressrooms, with rotogravure and flexographic presses. “Our newest rotogravure system is a 10-color Rotomec press, which came on line in April this year,” notes Stevens.

Unique customer service

Shrink labels can be found in most markets and Gilbreth services them all. Its labels can be found in food, beverage, dairy, household goods, and personal care markets.

Gilbreth has built its reputation around providing solutions that are tailored to the needs of its customers, says Stevens. This includes the essential aspects of a shrink label project, offering its customers a turnkey service.

“We prefer to be in on the project from the conception stage,” she expands. “We offer a true value-added experience and are able to provide input into container selection, mold design, material, and graphics. We provide project engineers and technical experts throughout the process. In turn, we are assured that our customers receive the best looking package they can imagine.

“We provide personalized business services like managed customer inventory, sales samples, and quotations turnaround in 48 hours. There are flexible pricing options such as rebate programs, separate set-up charges, and cylinder amortization. We have relationships with resin, film, ink, application equipment suppliers, and co-packers to assist with our customers’ projects. Basically, we can set up a customer’s project the way it works best for them.”

Being able to provide this level of service is very important when it comes to supplying shrink labels. By the very nature of shrinking a label to match the contour of a container, the design and printing of the label graphics and text become much more intricate. “Distortion of the art is probably one of the biggest issues with the design and printing of shrink labels,” acknowledges Stevens.

Because of the inherent challenges with “distortion of the art,” much of the work in a successful shrink label implementation starts at the planning stage and continues into prepress. “We help prepare their art; we can do design through art preparation for engraving cylinders,” says Stevens. “We help manage the project timeline to ensure that they have sleeves when they are needed.”

Material selection, both substrates and inks, plays a key role right from the outset of a shrink-label project. Gilbreth works with its clients to choose the right materials for their implementations. “We help them with their material selection based on their container and end use,” says Stevens. “Material selection is critical to the final look of a product. We use several factors to determine the material: customer’s limitations or preferences, container sizing, container material, shrink method, end use, and critical performance factors.”

Gilbreth offers a wide range of materials for shrink applications, including PETG, PETG LV, PETG HY, EarthFirst PLA, PVC, OPS, OPP, as well as Gilbreth proprietary optically active, decorative, and security films.

The selection of inks and coatings is another key factor in Gilbreth’s “tailored solutions.” While the substrate selection is made to be complimentary to the shape of each unique container, “the ink systems are tailored to the material selected,” says Stevens.

“Shrink films perform differently than other label films,” she explains. “Surface tension and solvent compatibility characteristics are crucial to choosing the correct inks. Since the films can reduce to more than half their size upon application, the inks need to remain adhered, bright, and functional after the label is applied and shrunk.” To meet these diverse needs, Gilbreth uses both solvent and water-based ink systems.

Bright future

In one of today’s hottest market segments, Gilbreth has established itself as a leader in innovation and service. “Our customized solutions have brought new business,” boasts Stevens. “We continue to develop new products and add value to our relationships that will benefit our markets. In turn, we gain the ability to continue to meet our customers’ changing needs.” pP