Providing sensory perception to increase brand differentiation and add a touch of luxury to traditionally packaged products, Sleever Intl. has launched a line of faux leather-relief shrink labels. These labels join the trend of packages creating distinction through tactile surfaces that enable shoppers to “feel the quality.”

The label stock re-creates the feel of six leather finishes, including lizard, python, ostrich, and others, in a palette of modern colors. The label stock made its commercial debut on a limited series of leather-encased XO Cognac flasks held in a rigid plastic gift set from Cognac De Luze.

A second application, from Icelandic Glacial, comprises a collectible luxury mineral water adorned with a small brown sheath and leather lacing.

Sleever notes that the new label technology was in development for four years and is founded on a combination of three new technologies. The first technology, from Sleever Technologies, is a new generation of mono-oriented, elastomer-based film that remembers its shape after heat shrinking. This makes it possible to create relief effects or 3-D patterns on the shrink-sleeve labels.

The second technology is a proprietary, new helio-engraving printing technique from Sleever Labels. It uses up to nine colors, along with precise positioning (0.3 mm) to reproduce subtle effects of luxury leathers.
The third technology is new machinery that allows for production speeds of 300 bottles and 900 bottles per minute.