Two new paper-based products (‘Rustique Extra White FSC’ and ‘Martelé Extra White FSC’) give designers a new whiter-than-ever shade for wine labelling applications.
A new tree-free ‘Pure Cotton’ material is also available, which has been evaluated at 30% higher whiteness when compared with other 100% cotton fibre wine labels on the market (CIE Whiteness (Dry) – ISO 11475). Pure Cotton has the same printability as paper, but the highest level of embossing.
Attractive patterns are also included in the range. The new ‘True Linen FSC’ material has a natural and elegant textile finish, and ‘Pampa FSC’ offers a rich and luxurious feel with its micro diamond shape.
Fabien Bourgies, global director wine & spirits, said the new materials offer the technical and aesthetic performance needed to stand out in a crowded market: “With these White Rainbow label materials, Avery Dennison now offers brand owners and designers new opportunities to make their products really leap out from a retail shelf, and communicate a very pronounced brand identity. Retailers know that consumers spend more time looking at wines if the area is softly lit, with a ‘cellar like’ atmosphere, and the performance of a white label material can be pivotal in these conditions. The right material choice will make a bottle stand out in minimal light levels.”
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