Sustainable manufacturer Orora Beverage has collaborated with industrial rigid container expert Velox-digital to deliver state-of-the-art, direct-to-shape digital printing solutions for can design and decoration.
Called Helio by Orora, the solution intends to change the game for customers and consumers and provide them with a faster speed to market for new products and promotions, Orora said in a media release.
Aside from the quicker turnaround, Helio also offers design to delivery, greater operational flexibility as well as unlimited colours, textures and finishes in design.
With the company’s Dandenong can production plant in Victoria housing the first digital printer, this is a game-changing first for the Oceania primary packaging industry, according to Orora Beverage.
Chris Smith, general manager of Orora Beverage Cans, said that Orora clients will experience reduced wait times and improved flexibility.
“We have been assessing the development of direct-to-shape digital decoration technology for cans for some time – we’re thrilled about our new technology choice and the introduction of Helio enabled by new high-speed digital decoration capability,” Smith stated.
He added, “What this means for our customers is that wait time will be significantly reduced in delivering a specific can size or label design for activities such as promotions, new products and limited-edition retail events.”
Shorter, faster minimum runs may be met, allowing for greater flexibility in product and campaign planning, Smith said, adding that there is no label set-up necessary and there is almost instant availability.
He also underscored that cans are a great sustainable packaging choice since they are used for a variety of purposes, made of recycled aluminium, and the can itself is indefinitely recyclable.
“We know that can graphic design and decoration is a critical tool for engaging consumers – with strong in-house can decoration capability, the Helio solution enabled by high-speed, direct-to-shape digital printing, adds even greater value to Orora’s service offering for its customers,” Smith concluded.
By the end of September, the new technology is anticipated to be operational, allowing Orora to take advantage of the market for aluminium cans’ anticipated significant growth, which will be fueled by the rising popularity of RTDs, seltzers, soft drinks, and craft beer.
