Brand security boosted

4 May 2006



The need for better brand protection through technologies applied to cartons continues to be a hot topic


Print City has a Brand Protection Group comprising Bobst, Jura, M-real, MAN Roland, Merck, Sun Chemical and Weilburger, which at IPEX produced the Fingerprint package “combining their competencies to deliver more efficient anti counterfeiting strategies.” Techniques used included pigments added to coatings that change colours depending on the viewing angle, holograms, thermochromic inks which become transparent when touched, screening technology, micro embossing and fluorescent inks that react when exposed to a specific IR frequency.

Prominent member of the group is M-real Consumer Packaging. “Real answers to anti counterfeiting come from combinations of techniques,” said vice president, design and print management Luc Van Gestel. “We have been thinking long and hard how we can offer help to the brand owners, not just the carton producers.

“Technologies can be categorized by level of security – overt, covert and at a forensic level. There are over 200 known techniques available, which may relate to substrate, artwork, printing and converting. But the real power of protection comes from combinations,” he stressed. The company’s brand protection service comprises security consulting, security technologies, (which include its Toolbox and exclusive technologies), security board and its security supply chain. “Within the Toolbox a customer could choose a materials solution, for example a microflute with a secure glue, or you could go with a structural design – say a carton with rounded corners. Also there is the converting route where you can print covert features, or add holograms, for example,” explained Luc Van Gestel.

Within the Brand Protection Toolbox the company has launched three new technologies to help combat counterfeiting when paperboard or carton packaging is used. Stars, Decolux and Origo have been developed over a number of years at M-real's Technology Centres.

Stars is a security board substrate with integrated multicoloured UV-fluorescent particles embedded in the board back fibre layer during production. In daylight the particles are fully covert, but under UV light they show up as stars. The UV-fluorescent material is FDA and BFR approved, making Stars suitable for various end uses such as beauty care, healthcare and cigarettes. To maintain security the material is delivered only through M-real's secured global supply chain. “The colour combination is M-real exclusive,” said Luc Van Gestel.

Economic hologram

Decolux is a new, foil-free hologram effect using diffractive nanostructures, which can be produced by embossing directly onto a varnish layer. Combining overt security features with decorative images, it extends new design possibilities of holograms. Expensive materials are not required and it can be integrated with print design, requiring no additional process steps, claims the company.

Still under development is Origo “electronic printed ID based on capacitive technology”. Said Luc Van Gestel: “The system is a printed RFID system for authentication and track and trace of a product.” Capable of storing up to 96 bits of information, the memory element is produced with flexo or inkjet printing methods and conductive polymer inks. The memory element can be integrated into the carton structure, making it highly secure and tamper resistant. “The next step will be to make it random programmable,” he suggested.

There are multiple approaches a brand owner can take in the fight against counterfeiting, says the company. They can take the direct approach by employing a dedicated task force to canvass suspected market areas, and raid and stop the operation sites of counterfeiters. In addition, brand owners can support new legislation (for example laws against offences to IPR), and through co-operation with enforcement organizations such as customs, offer information and means of identifying the products at borders. The brand owner can also influence and educate the general public to identify fake products and the risks they entail.

The technology to identify real products or fakes is, however, a crucial tool in all of these approaches. “M-real has multiple high quality technologies aimed at upgrading the security level of paperboard substrates and carton packages,” concluded Luc Van Gestel.



Contact

M-real
Tel: +44 (0) 1628 411636





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“Real answer to anti counterfeiting  comes from combinations of ... “Real answer to anti counterfeiting comes from combinations of ...


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