The Impact of Packaging - Decoration Solutions Between Maximisation & Sustainability

Created by Simon Pearce, CCL Label | | TWO:18

Packaging is one of the most essential components for presenting a brand’s identity. Being the only medium besides the product itself always in direct contact with the consumer, it plays a crucial role in effectively carrying the brand message out into the world.

There are many different situations consumers go through when deciding on what to buy. Whether it is in front of a supermarket shelf or at a bar – in any case surprising features and an outstanding appearance of a product have immense impact on what the decision will be. Creating unique brand experiences has therefore become one of the top goals for leading brands worldwide. Whether it‘s personalisation or never seen before effects and embellishments, the aim goes beyond catching the consumer‘s eye: It is to connect, to convey a positive feeling and to build or strengthen the relationship between brand and consumer. 

Packaging pioneer CCL Label helps create the desired brand image by actively supporting global and local companies of the consumer goods industry with latest technologies and innovations, as well as vast printing capabilities. With the experience of more than 60 years in the industry and immense network of packaging experts and production sites they are able to support companies worldwide with the same high quality and give them access to the latest technologies. 

Over the past years design optimisations, new-to-market label constructions as well as functional and promotional solutions have helped create trend-setting brand images. By modernising their brand identity, CCL’s customers see increased sales, acknowledging that visual identity is a decisive factor for success at the point of sale. Pressure sensitive labels, 360° decorative shrink and stretch sleeves offer original and powerful ways to attract new consumers across all demographic segments.


Not only has packaging and decoration made the step into the digital world by integrating tiny antennas
and electrical circuits (RFID & NFC) or coming to live through the camera of smartphones (Augmented Reality). The digital printing technology has opened up a whole new world of possibilities as well.

Various collectable designs have been around and successful but digital printing took the idea to the next level. Offering each consumer a unique product was once a distant dream. Now it is reality. The list of successful personalisation promotions is impressive and with the new possibilities it will continue to grow.

Each product can be out tted with an individual design and variable data can be integrated easily. Mosaic software allows personalisation of any print run with images, text and designs for maximum impact. It automatically generates hundreds, thousands and even millions of unique graphics. Thanks to CCL’s digital hybrid technology varnishes can be integrated allowing individually applied special effects for example with uorescent ink on each label and sleeve.

Digitally printed labels and sleeves feature excellent graphics and are the perfect solution for diverse runs, promotions or seasonal designs. By printing from a digital based image directly to a substrate, it reduces the cost for tools and lead times while offering immense exibility. A wide range of substrates can be used and by combining digital with conventional technologies all kinds of embellishments can be added to achieve outstanding appearances.


CCL’s culture of research and development has resulted in a large number of patents and customised solutions, with some of them having been revolutionary to the industry. Its industry-leading laboratories not only secure a constant product quality and performance, they develop and advance label constructions that shape the world of packaging.

Sustainability has become a compelling issue in the packaging industry. Not only brand owners are aware of the importance of the subject – consumers are increasingly looking for greener alternatives when choosing a product from the shelf. Consumer goods companies face challenging missions to ful l all demands made on them by themselves, laws and partners along the supply chain as well as consumer expectations at the best possible rate.

A growing number of regulations and laws are already introduced and more will follow in the near future to support recycling and environmentally friendly solutions in packaging. The European Commission stated in its European Strategy for Plastics that “by 2030, all plastics packaging placed on the EU market is either reusable or can be recycled in a cost-effective manner.” To achieve this goal plastics and products containing plastics have to be designed to allow for greater durability, reuse and high-quality recycling.

Many companies – especially from the food and beverage industry – are looking for tting solutions to comply with the demands of both politics and consumers. To balance sustainability and the push for maximum shelf impact will play an essential role in the process towards a greener future. For suppliers of decoration solutions like CCL Label the main goal is to create solutions that offer premium appearance while complying with ecological requirements. At CCL’s state-of-the-art laboratories engineers develop solutions that t all packaging requirements brands face. Well- proven technologies such as WashOff and EcoStream® have made their way onto the market very successfully over the past years enabling ecological solutions that are not only sustainable but premium. Global and local beverage brands are increasingly relying on CCL’s sophisticated technologies.



Ever since the rst project a few years ago the EcoStream technology continues its extraordinary success story. More and more global brands from water, soft drink and ready-to-drink segments are all relying on the ground-breaking solution that enables true bottle-to-bottle recycling.

The decision to go from the current familiar decoration to a whole new construction is not easily made for brand owners. Consumers recognise and are accustomed to the existing packaging. To retain that value of brand awareness CCL Label develops label solutions that take into account all aims and concerns.

The Desperados festival edition for Brau Union Austria was a rst step on the path to implement the EcoStream technology into the market. Performance and appearance ful lled all requirements and matched the reliable quality Heineken and Brau Union trust to receive from CCL Label. Recently Nestle? chose EcoStream for the re-launch of their signature brand from the ready-to-drink tea segment: Nestea hit the market with a refreshed and well-thought-out packaging concept underlining the healthy and conscious positioning of the brand.

                                                Fig. 2: EcoSource                         Fig. 3: EcoSolve


Thanks to the sophisticated label construction the different materials can be easily separated during recycling. Inks and adhesive do not pollute the PET akes by staying on the removed label parts. The PET can be reused right away. 

Even though the labels are built to be recycling-friendly they offer immense creative freedom. Label constructions with embellishments such as tactile varnish were approved separately by EPBP and APR as EcoStream+ to verify that their functionality is not affected.



While WashOff and EcoStream focus on the removal and separation of decoration and container, EcoSolve and EcoSource are devoted to the label itself – taking the evolution of labels even one step further.

To offer a broad range of sustainable decoration CCL Label has developed two options providing solutions for different kinds of ecological challenges.

The EcoSource labels consist of components with up to 94% biological share. They enable the use of raw materials made from renewable resources such as rapeseed oil based adhesive. The chosen bioplastics and biobased adhesives do not fall short compared to other variants: Their processability and clarity guarantee secure performance and premium appearance.

EcoSolve labels are biodegradable and compostable. Therefore they are the ideal solution for ecological containers such as bottles made of PLA. The ecological composition is suitable for conventional printing techniques and meets all the requirements of “OK Compost” certi cate standards.


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