As brands seek to stand out on crowded shelves, the addition of foils and embellishments has become quite commonplace. These production processes can deliver a luxurious feel to a label, conveying quality. From wine to beauty products, several end-use sectors rely on these enhancements to drive brand success. 

Foils and embellishments accomplish a specific goal for brands. “Foil and embellishment additions to labels give the illusion of being more attractive and luxurious,” says Nerissa Ignacio-Littman, creative director, K Laser. “They create more stimulation for both visual and tactile senses and increase visibility for products on the shelf so that they can better stand out.”

“Shelf appeal is more important than ever,” states Florianna Montella, DigiJet product manager, ABG. “With intense competition in many sectors, creating an eye-catching label is essential to stand out. Embellishments often add a premium feel to a product, elevating its perceived value and frequently influencing buyers’ purchasing decisions.”

“The trend for tactile finishes for a more hands-on product continues, and the combination of visual appeal and touch creates a multi-sensory experience that validates the premium positioning of a product,” adds Maggie Reed, US sales manager, Edale, a Canon Company. “The US label market remains dynamic and competitive, with consumer spending still driving demand for premium packaging to enhance product appeal. By investing in advanced printing press automation and technical capability to add complex decorative finishing and embellishments inline, label printers will stay ahead of the curve to provide an efficient solution to suit multiple applications.”

There are a couple of key tips that converters should know when entering the foil and embellishment space. “It’s important to ensure converters have the correct adhesives and/or coatings for different substrates, such as shrink sleeve versus semi-gloss substrates,” explains Richard Jackson, director of sales, K Laser. “Their equipment has to be 100% operational, and UV units play a very important role in foil applications. The nip roll should be an 85 or higher durometer, too.”

“When laying down cold foil, certain situations should be factored in,” adds Gary Bibler, director of new creative business, K Laser. “They should consider the proximity of other foil areas, as foil shouldn’t be too close. Foil being too close can risk swelling into the neighboring graphic element. Plus, do not run foil beyond the dieline. This has the potential to crush and chip the foil.”

For wine labels specifically, Cartes offers numerous solutions to the market. Paragon Label installed a Cartes Gemini GE362WL laser diecutting system in 2023, which allowed the label converter to explore new market segments with foil and embellishments. The technology slots in with Paragon Label’s Mark Andy LP3000 and Nilpeter MO4 HD flexo printing lines, with which it effectively produces labels of quality comparable to offset with runs of up to a few million labels. Small runs are entrusted to HP Indigo 6900 and 6800 digital presses.

“Wineries are always looking for something new to stand out from their competitors and make their product show up on the shelf,” explains Jeremy Jolly, operations manager, Paragon Label. “Every day we talk to designers and wineries who ask us to go beyond what is possible with graphics alone.”

Foils and embellishments have been particularly advantageous for converters with digital printing capabilities. There are benefits for flexographic printing, as well, although the trend toward shorter runs buoys this market.

“There are many ways a converter can differentiate a product today utilizing analog printing technology. An array of features are available such as metallic looks, embossing, foiling, soft touch and more,” states Paul Edwards, vice president, Digital Division, INX International Ink Co. “But with the advent of digital technology, there is a whole new world of possibilities, including personalization, interactive features – like QR codes – and short run differentiation. Converters need to be aware of all the options as both brands and customers are becoming very interested in these advancements.”

In today’s marketplace, especially as brands look to differentiate themselves, many consumers expect a personalized experience. This includes being “wowed” by the label.

“Looking at the digital benefits, there is an expectation based upon the development of online purchasing that personalization will be an option with regards to many product lines,” adds Edwards. “The ability to create interactive features on products, such as QR codes, is an important trend as it provides much more information than ever before for the purchaser.”

Overcoming obstacles

In delivering a look of luxury and elegance to a label, there are several challenges that must be navigated along the way. Sustainability is chief among them. Historically, there have been several challenges within the embellishment space such as reducing foil waste. In the past, jobs requiring minimal foil could lead to excessive waste due to machines running specific foil widths. 

“It is well known that the industry standard technology for metallic embellishments, hot and cold foiling, is anything but environmentally friendly,” notes Paolo Grasso, sales director for ACTEGA’s ECOLEAF. “Each year, thousands of tons of foil waste are sent to landfill or burned in incineration plants. As a result, we could say that the main challenge is represented by the choice that brand owners are required to make to meet their sustainability and marketing/sales goals – either give up metallic effects (with the possible consequence of lower sales) or switch to metallic inks, which are slightly more sustainable but are not as impactful.

“With the increased pressure from more responsible consumers and stricter industry regulations (like PPWR, which requires all packaging to be recyclable by 2023), brand owners struggle to balance innovation, embellishment, and sustainability,” adds Grasso. “For converters, this means rethinking materials and processes.”

To remedy this, ABG, for example, has designed the Foil Save system, where foil can now be applied across multiple labels on the web simultaneously. Meanwhile, ACTEGA has developed ECOLEAF.

According to ABG, there are other challenges, too. “The shortage of skilled operators in the industry is another challenge,” explains ABG’s Montella. “Solutions such as the DigiJet address this by requiring minimal operator input, as only a prepared PDF file is needed to communicate requirements to the machine. Since premium embellishments are being used more frequently to ensure products stand out on crowded shelves, equipment that can deliver tactile finishes, high-quality foil, eye-catching varnishes and embossing effects is crucial for staying ahead of the competition.”

Beyond sustainability, different printing technologies pose certain limitations depending on the required embellishment. 

“For example, it is not possible to provide all the potential features with one specific converting technology,” notes INX’s Edwards. “Very short run differentiation and personalization are not possible with an analog system, and some embellishments, such as metallic inks or scratch and sniff inks, are difficult to implement with digital printing methods. However, these challenges can be overcome. Many hybrid label printing systems are now available, and by utilizing the options for analog and digital printing, a vast array of embellishments exist.”

With ever-more complex designs, a key challenge with adding foiling and embellishments is maintaining label quality and consistency. 

“As packaging experts, we know that, without the right press technology, printers can experience technical challenges that include foil adhesion and registration issues,” says Edale’s Reed. “Complex manufacturing processes, requiring multiple machines, space and staff, plus limited automation, can impact operational efficiencies, and adding additional materials, such as foil, can increase the overall cost of label production. Therefore, print and finishing processes must be as efficient as possible, with minimum waste and press downtime. By choosing the right printing press technology and partner, converters can overcome these common issues and generate value beyond their label press investment.”

In many cases, working closely with suppliers can help converters understand what’s possible and how to best implement these technologies, subsequently delivering for brands on-shelf. Communication serves as one of the vital recipes for success.

“Our team works closely with customers to understand their unique needs and product specifications,” remarks Montella. “We provide expert guidance on choosing the right foil and embellishment solutions based on factors such as the product’s target market, desired aesthetics, and performance requirements.”

Embellishment solutions

There are a number of new products on the market today to help converters. ABG provides a range of embellishment solutions to meet all requirements, including its flagship machine, the Digicon Series 3. This unit can be configured to customers’ exact specifications with a choice of embellishment modules. ABG modules include the 50-ton Big Foot, delivering premium hot foil and emboss finishes; the Flat Bed Screen for gloss and matte varnish at varying heights up to 300 microns; and ABG’s new flexo technology, which offers enhanced spot and flood varnish capabilities with registration accuracy of +/- 0.1mm.    

“For a digital solution, ABG also offers the DigiJet, a toolless machine capable of applying tactile varnish, cold foil, and lamination from a single PDF file,” states Montella. “This solution provides eye-catching embellishments without requiring skilled operators and is ideal for shorter print runs, with jobs adjusted on the fly.”

Meanwhile, ACTEGA’s ECOLEAF addresses the entire metallization process. ECOLEAF technology allows metallic effects on labels to be maintained while completely eliminating foils from the equation. 

“ECOLEAF precisely places metal flakes only where they are needed, eliminating the need for PET carrier films and foil reels, significantly reducing waste and plastic usage, as well as minimizing the environmental impact associated with producing and disposing of these plastics,” explains Grasso, adding, “With a simple-to-use, on-demand metallization solution, the printer or converter can offer quality, cost-effectiveness, and sustainability to its customers. 

“Therefore, ECOLEAF offers a balance between ecological preservation and economic benefit. This win-win solution helps the industry maintain the value chain while achieving its sustainability goals.”

In comparison to traditional cold foil transfer methods, ECOLEAF delivers notable CO2 savings, making it a worthy choice for companies committed to their role in improving sustainability. 

“At ACTEGA, we’ve got an ISO-certified LCA that we share with converters to reverse-calculate the benefit of utilizing ECOLEAF versus foils,” adds Grasso. “In just a few days, we can compare the labels of our customers offering an output of CO2 data beside the like-for-like samples. As a result, it’s very simple to demonstrate to a brand owner the significant benefits of using ECOLEAF instead of traditional foiling processes. This enables brand owners to make well-informed decisions about the environmental impact of their products.”

Cartes’ technology creates a wide range of special effects on labels. These include layer effects, spot coating, complex tactile raise effects, Braille printing, detailed foiling, and metallic doming (3D cast foiling). Cartes offers the GE363WJL model, which is based on the GEMINI Series and is set with Cartes’ own Digital Embellishment Technology, the JDS “Jet D-Screen,” combined with semi-rotary flexo technology and Cartes’ Laser Converting system. According to Cartes, it has designed this setup to serve as the perfect match to produce amazing labels with no tools. Cartes’ GT365HFSRH model, based on the GT36O platform, is set by the hot stamping and embossing units, a semi-rotary flexo unit, a silk screen unit, a semi-rotary diecutting unit and is “tuned up” with the company’s exclusive Labels-On-Label and Cut-Off window systems.

Edale’s FL3 flexo press has been designed to produce premium labels such as those adorned with embellishments. Its embellishing stations can be rail mounted to provide flexibility so that a print station is not lost when foiling. And, with many converters concerned by the high costs and waste in foiling applications, Edale developed the EZ foil feature to allow printers to reduce the cost and waste by reusing foil material multiple times. “The FL3’s advanced automation, designed to reduce waste and minimize the need for highly skilled operators, delivers superior quality label production, making it an ideal choice for efficient, top-tier label manufacturing,” says Edale’s Reed.

INX has developed several ink and other jetted products for the label market, depending upon the application and the print system. The company also provides hardware and software technology for its partners to enable the creation of digital label printers. “A recent example is a product from SEI Laser, which allows for the integration of hybrid digital/analog printing systems with a unique digital laser conversion option,” explains Edwards. “We have also created digital ink technology for applications such as cold foil and low migration LED ink. 

“INX works directly and indirectly in providing not only ink but other technology important for customers in the implementation of digital technology in labels,” adds Edwards. 

From a material standpoint, K Laser has most recently launched Viridian holographic paperboard, which is the company’s newest product line. This is available for sheetfed applications. For customers looking for solutions to specific applications, K Laser’s Design Lab in Sarasota, FL, USA, serves as a beneficial resource.

“We are launching modular design services through our Design Lab for our customers in the US,” explains Curtis Ju, director of global initiatives, K Laser. “This includes holographic design, mockups, prototyping, and production.”