LEIDEN -- For the first time at Labelexpo Europe, the Avery Dennison Curve Appeal™ system and Fasson Curvy™ film will be introduced to booth visitors. This unique machine and label combination creates a wraparound look with the shelf appeal of pressure-sensitive graphics. The technology and material allows it to handle more complex container shapes and delivers up to 30 percent more space for primary labeling.

Avery Dennisons Curve Appeal is a recently introduced patent-pending system, encompassing special Fasson Curvy film labels that work together in a machine application process. This system applies labels to complex curved surfaces and reduces the need for two-ply label constructions.

Renae Kulis, Avery Dennisons global marketing director, health and beauty and home care: "This label application will also free package designers to create more distinctive packaging shapes. The new application technology delivers improved lay-down quality for large-format and unique label designs and enables larger back panels to carry more product or multi-language information."

The linear label application equipment is manufactured under license to Harland Machine Systems Ltd., a leader in the design and manufacture of pressure-sensitive labeling machines.

"Being chosen by Avery Dennison as the preferred partner in developing this process has allowed Harland to demonstrate our cutting edge engineering capabilities," said David Latham, sales director for Harland Machine Systems. "We are continually pushing the boundaries of innovative labeling equipment in an ever-changing market."

The Avery Dennison Curve Appeal and Fasson Curvy film are a result of the companys collaborative innovation strategy. This strategy is centered on creating real breakthrough products by engaging with label converters, machine manufacturers, designers, brand owners and raw materials suppliers. Curve Appeal and Curvy film is one of the four major label and packaging innovations that Avery Dennison is exhibiting at Labelexpo Europe 2011.

To help consumer packaging companies and their converters see the impact of Fasson Curvy labels, Avery Dennison will work with packaging designers to prototype labels for existing containers or help them redesign packages to use more complex curves that will allow them to take advantage of the increased brand impact possible with Avery Dennison Curve Appeal.

About Avery Dennison

Avery Dennison helps make brands more inspiring and the world more intelligent. For more than 75 years the company has been a global leader in pressure-sensitive technology and materials, retail branding and information solutions, and organization and identification products for offices and consumers. A FORTUNE 500 company with sales of $6.5 billion in 2010, Avery Dennison is based in Pasadena, California and has employees in over 60 countries.

Source: Avery Dennison