Avery Dennison RBIS launches luxury sustainable branding solution, in partnership with Scodix

July 5, 2016

Launch of Sense by Scodix™ and HD by Scodix™ enables Avery Dennison to provide brands and retailers an innovative printing solution that enhances consumer appeal, while reducing environmental impact  

WESTBOROUGH – Avery Dennison Retail Branding and Information Solutions (RBIS) (NYSE: AVY), a global leader in apparel and footwear branding, packaging, labeling, and RFID solutions, today announced the launch of Sense by Scodix™ and HD by Scodix,™ the latest print enhancement processes to transform branding solutions for the apparel industry.

The partnership with Scodix, a global leader in digital enhancement solutions for the graphic arts industry, enables RBIS to offer innovative brands such as The North Face® and new generation menswear and womenswear brand Astrid Andersen,™ flexible and luxurious integrated branding opportunities, while also reducing the impact on the environment compared to other printing solutions.

Scodix engages the consumer not only visually, but also with a sense of touch, adding a wow factor and turning the graphic tag or packaging into a printing sensation. As one of the only technologies of its kind, Sense by Scodix™ produces a 3D embossed effect for graphic tags, elevating the consumer experience.

To achieve this enhancement, Scodix systems apply polymer to the graphic tag in varying heights, resulting in a 3D texture, depth, and raised effects, replacing traditional printing techniques that use plates, molds, chemicals and solvents. This solution is also a non-toxic recyclable technology, producing less waste and using less energy.

“The North Face is committed to sustainable practices, which is why we decided to use Avery Dennison’s most innovative digital printing technology -- Sense by Scodix™ -- for our Summit Series hangtags,” said Loretta Kilpatrick, creative services manager at The North Face.

The partnership also includes HD by Scodix,™ a process that uses a special polymer to produce a selective spot varnish to digitally recreate the effect of traditional analog flat varnishes, resulting in a more cost-efficient and effective approach. This method gives brands the option to increase the polymer height, a benefit over spot gloss UV.

For Astrid Andersen, the overall aesthetic and texture was a key driver in the decision to use HD by Scodix,™ helping to enhance consumer appeal.

“I love how the graphics created a contrast between the matte paper and the almost liquid-looking print, creating a hangtag that looks unique and makes you want to touch it, which is exactly what I want people to do with my collections as well,” said designer Astrid Andersen.

With its unique digital application, Scodix enables Avery Dennison RBIS to enhance the consumer sensory experience both aesthetically and tactually. With several in-depth specialized finishes, the result produces a similar effect to screen printing, but with a higher gloss outcome.

“This partnership is about the convergence of innovation and sustainability, which is integral to both the Scodix and Avery Dennison RBIS brand,” said Roy Porat, CEO of Scodix. “We look forward to collaborating closely with RBIS to enhance graphic tags and consumer packaging for some of the world’s most leading apparel and footwear brands.”  

According to Avery Dennison RBIS’ Power of Branding Study, a global study to determine the relative value consumers place on the individual label, tag, and packaging when purchasing a garment, consumers are willing to pay more for garments with premium branding elements and prefer to purchase garments in a socially responsible way. Through this study, RBIS learned that the ideal mix of on-garment branding through labels, tags, and packaging is proven to increase consumer purchase intent by an average of 17 percent, further validating the impact of HD by Scodix™ and Sense by Scodix™ on apparel branding.

“Core to Avery Dennison is developing products and solutions that are sustainable for years to come, which is why our commitment to sustainability centers around our eight bold 2025 sustainable goals ranging from transparency in reporting to sustainable chemical use across our products and solutions,” said Charlie Brown, global head of Innovation, Core Branding, at Avery Dennison RBIS. “Both Sense by Scodix™ and HD by Scodix™ provide more sustainable solutions with various environmental benefits,” Brown added. “These processes allow us to reduce setup and run time, decrease UV power usage, eliminate the needs for molds, screens, chemicals, and printing plates, and reduce hazardous waste compared to the conventional screen reclamation process.”

Beyond the aesthetic and environmental benefits, Scodix also offers:

- A variety of gradations, textures, and patterns that can be applied to the same print sheet in a single press pass

- UV applied to coated materials for a 3D texture and tactile effect

- Smaller minimums

- Minimal set-up time

- Shorter lead times, compared to traditional print techniques