Blazing a trail

Vibrant Graphics produces high-end, ultra thin digitally printed in-mold labels for a variety of markets. The secret’s in the sauce, writes Danielle Jerschefske

Vibrant Graphics, headquartered in Milwaukee, Wisconsin, manufactures in-mold labels with a thin 0.5mil laminate, lowering production costs and reducing overall waste. It produces these labels on an HP Indigo ws4500 digital press, which has given it the ability to hit the middle to small markets with IML service. President Mike Sewart says, ‘Our core competency is the coating. Yet, innovation is two-fold because we captured the in-between sector, giving that market something that they had never had access to before.’

Roots

Vibrant Graphics got its start as a division of OnCourse Information Services where Sewart is CEO. OnCourse is an established business, also in the Milwaukee area, that has a strong history of providing services for mailroom, document imaging, data entry and data processing.  

OnCourse wrote software featuring a barcoding system, similar to a library, for the records management industry. As business expanded, its customer required quick, variable data printers to support their new management system. Therefore the company purchased a Markem thermal transfer printer to produce the labels in-house and sold off the excess capacity to outside markets. 

The printing division continued to thrive and remained as a department within OnCourse. It was the best way to maintain investment capability at the same pace as the customer required. OnCourse Information Services saw opportunities in the digital printing space, and waited for the right opportunity to come along.

Invest and innovate

The initial push into complex digital IML printing came in 2001 from Joe Hirtzer of Global Packaging, a consultant for in-mold and heat transfer labeling. Sewart says, ‘He brought an opportunity to the company which drove R&D. It forced a lot of investment and a lot of innovation in developing the capability for short run IML production.’ At the time, IML was exclusive to long run work and could only be found in the wider format (52in) arena.  

HP Indigo digital printing technology and Delta Industrial finishing equipment were purchased to conduct this R&D that was the first in the world to bring digital in-mold labels to the market. The printing business division of OnCourse separated out as Express Label and operated as such for seven years. Its name was eventually changed to Vibrant Graphics to better convey the converter’s capability to produce high-end graphics and something more innovative. It didn’t want to be known as a short run, fast turn-around company.

Coating and the process

It’s impressive that Vibrant Graphics started successfully producing IML on an HP Indigo ws4050 (now upgraded to a ws4500), providing the market for the first time with short quantities of personalized ‘no label look’ labels. Yet when you look at the roots of the company you can understand why it was possible. Vibrant Graphics’ origins have always been digital. Sewart says, ‘The Indigo technology is extremely transformative.’ 

But it is coatings that make a durable product. They are absolutely critical to successful IML production and application. They must provide protection and resistance to the product, solvent, water, hot and cold temperatures, abrasion and light. They must also be compatible with whatever ink formulations are used – Vibrant Graphics has developed a specialized process to be compatible with the HP ElectroInks.  

The varnish must offer slip qualities for the stack feed and must be designed to avoid shrinkage, which can cause the label to curl and jam in the molding process. And while the HP Indigo machines print a high gloss look, coatings must be able to further enhance these graphics. It’s important too that they have an antistatic quality to stop the labels sticking together before they are applied to the molten plastic. Lastly, the laminate needs to be able to stretch with the film to the edge of the label where it is die cut, again to avoid curling.  

Because IML production is such a technical process, Vibrant Graphics conducts regular material process proofing to maintain consistency. It uses a standard set of materials, substrates and coatings which helps production remain constant. Treofan and AET are some of the material suppliers that Vibrant Graphics works closely with.  

It’s able to produce specialty in-mold labels as well, using a variety of film and foil materials in conjunction with unique variable printing in collaboration with OnCourse, and has the resources to perform new product R&D. 

Since many new Vibrant Graphics clients are unfamiliar with the in-mold label production process, the converter takes them through what it calls the 'customer developmental process'. This informs the customers about everything that production entails, from graphic design to pre-press. Before going to press, the client is sent a PDF where they are able to see exactly what the product will look like. They can also be sent a true proof if so desired.

Finishing

Vibrant Graphics uses a Delta Industrial Spectrum digital finishing machine with cut and place web capabilities. The converter enjoys the flexibility and variability found with the equipment. Spectrum is a semi-rotary system that allows tension and speeds to be changed quickly, and a die station for whatever configuration is required. The die station flexibility lends itself well to the converter’s focus on coatings.  

Sewart says, ‘We chose Delta because we needed something versatile and variable, and need to be as nimble as possible. Digital printing is the most predictable process. The second half of the process offers the most differentiation and sometimes the most innovation. Our Delta machine has the capability to do a lot.’

Responsive 

When general manager Roger Wrass joined the company in 2009, he brought a whole new business philosophy to Vibrant Graphics. With over 20 years of industry experience, Wrass oversees daily operations, focusing on customer relationships. He says,’ we are passionate about serving the client. It’s important that we know everything about our customer and their needs. We bring value to our customers with our responsiveness, informing them proactively of their job status.’ 

‘We have two strategic alliances with experts in IML,’ Sewart explains. ‘Everyone in the office has clear cut responsibilities, but is adaptable to different functions.’ This has smoothed out the entire ordering process, streamlining projects and giving customers clear points of contact.

Social media

Vibrant Graphics is playing an active role in all the key social media networks: Twitter, Facebook and LinkedIn. While the company isn’t sure about the dividends at this point, it sees the value in engaging fans and customers and wants to remain ahead of curve. The entire team plays an active role and contributes ideas to these sites.  

The company also has a blog at http://vibrantgfx.wordpress.com, where it provides useful content in the form of packaging advice and technical support – the real key to a successful B2B social media strategy. Wrass says, ‘only at that point can someone become a potential customer. It’s all about building relationships and then strengthening them.’

IML + digital = green

The inherent advantages of digital printing – the removal of set-up waste, streamlined production – matched with the qualities of in-mold labels make for rather sustainable packaging. Vibrant Graphics uses extremely thin material and a polymer-based ink so there’s no contamination. There’s no adhesive and no liner. And the label and cup are one piece, making it possible to recycle the entire product. Matrix waste is picked up regularly and recycled. Quantity is not an issue because the recycling facility’s location is very close to the Vibrant plant. 

Alex Dott, pre-press manager, says, ‘we produce good product from the start and our labels become piece of the container. Digital printing and in-mold labels are both Green, and when you combine them they are even better.’

Vibrant future

Vibrant Graphics has always been ahead of where the market’s at. All of its growth has been organic, and the expansion continues. It participates in a variety of markets outside its focus on IML, including PS, barcodes, UPCs, and removable wall decorations. Concludes Sewart, ‘Vibrant Graphics will remain focused on its core competencies and will continue moving forward using our strengths.’ 

This article was published in L&L issue 4, 2010