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Greeting of mr. Ann Hirst-Smith, Principa, Ann Hirst-Smith Ltd

Label – Russian Style: the competition that annually tracks the best in Russian label print

It has been my pleasure and privilege, for the past few years, to be part of the judging team for the self-adhesive and security labelling categories in the annual competition ‘Label – Russian Style’. Sponsored by Avery Dennison, these judging categories always provide a focus on what is newest and best in the world of narrow-web printing here in Russia.

Self-adhesive labelling is the dominant labelling technology today – mainly because the options it offers are the most flexible, the most variable, and the most technically-advanced. Whether you are looking for clear-on-clear label constructions (a film face stock, an ultra-clear adhesive, and a film release liner) for the ‘no label’ look, or authentication labels for vodka that really challenge the counterfeiter to copy them, the self-adhesive laminate can provide the required solution.

But the self-adhesive laminate is only a part of the story: the skills of the printer, the die maker, the ink manufacturer, and the manufacturer of label dispensing equipment are also essential parts of the self-adhesive label. In the ‘Label -- Russian Style’ competition, we judges like to examine the labels themselves AND the finished result, applied to the product – bottle, tin, or flexible pack – so that we can appropriately reward the label that genuinely does its appointed job best.

It gets more difficult every year to make the final choice of winners, because every year Russian label printers achieve new heights of technical and aesthetic perfection in their work. They can easily match the skills of their west European counterparts – as international product manufacturers are increasingly recognising. As I write this introduction, I am looking forward to the judging session – and wonder what this year’s entry will bring. It will be no surprise to find a strong selection of security label applications featuring the very latest in holography, banknote print, barcodes, and other overt and covert devices to protect and guarantee the product. Equally, it will be no surprise to see fine halftone work in flexo print on paper label stocks – and all the ‘added value’ that combination print (particularly UV flexo and screen), embossing, hot foil blocking, and intricate label shapes and diecuts can bring to a label.

I would hope to see more evidence of the creative use of digital print on labels -- either for overprinting variable information, perhaps, on premium wines and spirits, or for the full-scale production of short-run labels themselves. As the consumer’s ever-increasing desire for product differentiation continues to grow here in Russia, I am sure we can expect to see much more in the way of ‘personalised’ and limited edition labels too. Reel-to-reel digital print, or overprinting on pre-printed and converted label reels, is ideal for these applications.

I would also hope to see the latest security/tamper-evident/product authentication devices, including OVDs and DOVDs, included as part of the self-adhesive ‘sandwich’.

Hopes apart, what is certain is that Aleksandr Zilonov, Natalya Korolova, and their team at Soyuzupak, who organise the competition, will surprise the panel of judges with a first-class entry for the self-adhesive label categories. I am also certain that it will once again be a challenge to us all to select winners of the Gold, Silver and Bronze Awards in each of the two categories (announced during LabelShow). Our judging criteria are to identify and reward the optimal combination of on-pack aesthetics with the right choice of substrate for the job on hand, and the best quality printing, diecutting, and conversion.

The winners will be displayed alongside those in the other non-self-adhesive judging categories on Soyuzupak’s booth at LabelShow – and you will be able to see for yourselves just how clever and creative Russian label printers, packaging designers, and brand owners can be!

Ann Hirst-Smith
Principa, Ann Hirst-Smith Ltd