As labels take on a greater role in shelf appeal, traceability and consumer engagement, converters are investing in digital technologies that combine production efficiency with premium embellishment and short-run flexibility. PKN reports.
Labels are no longer serving solely as compliance panels on pack. In today’s packaging landscape, they are increasingly expected to support shelf impact, short-run agility, traceability and even digital consumer engagement.
That shift is reflected in Label Power’s recent investment in the SurePress L-6534VW UV inkjet digital label press from Epson, installed at its Melbourne site.
Designed for premium label production, the SurePress, according to Epson, combines high productivity with advanced embellishment capability, enabling converters to deliver labels that balance technical performance with strong visual appeal.
Running at speeds of up to 50 metres per minute, the press uses Epson’s heat-free PrecisionCore printhead technology to produce sharp detail, colour consistency and high image quality across a broad range of applications.
BRAND DIFFERENTIATION
As labels continue to play a larger role in premiumisation and brand differentiation, converters are under pressure to deliver more than standard identification work. Decorative finishes, variable demand, shorter runs and substrate flexibility are increasingly becoming standard requirements.
The SurePress L-6534VW has been developed with those demands in mind. Features including Nozzle Verification Technology and automatic printhead cleaning are designed to minimise downtime and maintenance requirements, while high-density white ink and digital varnish capabilities support more sophisticated decorative effects.
The press also includes an integrated corona treater and supports a wide variety of substrates, opening opportunities across food, beverage, health and beauty packaging applications.
THE FINISHING TOUCH
For brand owners, embellishment is becoming part of mainstream label design rather than a premium niche. Matte and gloss contrasts, tactile varnishes, vivid colour reproduction and strong white ink performance on clear or specialty substrates are helping brands create greater shelf presence and perceived value.
Label Power’s adoption of the technology highlights how Australian converters are investing in digital production systems capable of supporting both operational efficiency and higher-value label applications.
The investment also reflects a broader industry trend toward labels functioning as more than information carriers. Labels are now expected to support compliance, strengthen brand storytelling and create stronger consumer interaction, particularly as QR codes and connected packaging applications continue to expand.
In that environment, the technology behind label production is becoming more important. Production systems need to support rapid changeovers, premium finishes, consistent colour performance and shorter production runs without compromising productivity.
For converters like Label Power, digital technology is helping bridge that gap, giving brands greater flexibility while enabling more sophisticated packaging presentation.
This article was first published in the Q2 June 2026 print issue of PKN Packaging News, p16.
