HOLOGRAPHIC CAPABILITIES EXPANDED AT CROWN ROLL LEAF
Crown Roll Leaf, Inc. has expanded its holographic capabilities with the addition of new equipment in its Laser Labs’ Recombining and Electroplating departments. The capital investment was prompted by global market demand for innovative packaging design and sophisticated label, document and personal identification security applications. The Laser Labs in Crown Roll Leaf’s Holo-Grafx Division offer traditional 2/D, 2/D-3/D, 3D, Pixel-Grafx and combination holography.
New equipment installed at Crown Roll Leaf’s headquarters in Peterson, New Jersey includes a 600 dpi ‘Light Machine’ from Holocom Company that will be used for Pixel-Grafx origination, making a total of three ‘Light Machines’ in the Origination department. The 600 dpi machine will be used extensively for security applications.
In addition, two more electroplating holding tanks designed to accommodate large format patterns, up to 30 x 60 inches, have been installed at the headquarters.
Crown Roll Leaf opened its first laser lab in 1990. Today the company’s Holo-Grafx Division operates four labs and is staffed with 19 people. It has produced billions of holograms and diffraction gratings for national and international clients.
The growth in the packaging and security markets has been tremendous, ‘ says Vincent Sementilli, Creative/Operations director, Crown Roll Leaf Holo-grafx Division.
‘These capital investments will allow us to increase our capabilities, produce more holographic images simultaneously, and further enhance our commitment to customer service,’ he adds.
Crown Roll Leaf is the largest manufacturer of hot stamping foils, holographic diffraction gratings and holograms in the United States. The company maintain global leadership with a substantial market share in 50 countries. Crown Roll Leaf’s production experience includes billions of holograms, as well as foils with special effects and diffraction gratings.
The company produces over 60 million linear feet of finished foil products each month – and ships them seven days a week from its 150,000 square foot operation at 91 Illinois Avenue, Paterson, New Jersey.
James Kipp, Security product manager at Crown Roll Leaf, was asked about the company’s position and goals in the labelling industry.
What are the company’s coals with regards to the label market?
Crown Roll Leaf’s position in the marketplace has always been one of a leader in developing new technology. Our goal within the label market is to increase its market share through new product launches, product development and continued education of both converting companies and end users of our many capabilities.
Interestingly, we find ourselves working with end users who want to expand their own product line and look to us for a marketing edge. They view us as a full service provider. For example, they come to us for a hot stamping foil capability as well as labels.
What is its position in the market today?
Currently we have an average share of the marketplace. Our focus in the past has been to sell and promote our hot stamping foil product lines. Having said that, we have also been quite successful growing our label business. And we see tremendous growth potential in this area for us, so it’s a very exciting time. Right now we have several major contracts with the U.S. government, pharmaceutical and apparel companies who rely on us for an attractive, eye-catching, tamper-evident, anti-counterfeiting label.
What dollar figure does this investment represent?
The holographic expansion represents a half million dollar investment. Plus we have over one million dollars in equipment specifically designed for label manufacturing, including state-of-the-art die cutting equipment, slitters, sheeters and numbering systems.
In simple terms, what will the new equipment allow you to offer your label customer that you couldn’t have previously?
More of everything! More holographic origination technology, more security applications, more production capabilities.
The advantage of working with Crown Roll Leaf is that we are a vertically integrated facility. We can accept a customer’s label art-work and produce the finished product all under one secure facility. This not only saves them time and money, it offers them full accountability of materials – nothing is sent out to another vendor, which could pose a security risk.
What message would you have to label converters today who are not already your customers?
Call us. Get to know all about us. We have always offered a full range of products and the expertise to develop whatever label product a customer needs. We have standard base films as well as new high security base films. We can custom coat and mark films with special DNA coatings or markers. Whatever a label customer needs, we can do it.
Do you see this a s a one-time expansion in this area or an ongoing mission?
This is definitely an on-going mission. We’ve made the commitment in terms of research, development and equipment because this is a market we plan on growing in.
How do end users (print buyers) view holographic capabilities?
Print buyers are very excited about it. They go through a learning curve, but once they understand the technology and recognize the significant benefits it offers them, they inevitably run with it.
Are they pushing their suppliers to examine the advantages of this from more than a security standpoint (decorative product differentiation, etc.)?
The interest in using a label for commercial applications has always been strong. However, future growth is in the emerging security side. The interest in holographic security labels has been incredible over the past two years.
With Crown Roll Leaf’s ability to combine different security features into our films, many major companies are taking advantage of this technology to protect their existing products and brand new products.
How do you commercially justify the added costs of this process over traditional materials?
There is almost no comparison between a finished holographic label and a standard printed label. The difference is extra ordinary. With today’s competition for shelf space and the consumer’s attention, a holographic label makes all the difference in building sales. The impact draws the consumer to a product, and that is exactly what a manufacturer wants.
In addition, today many manufacturers must have tamper-evident, anti-counterfeiting labelling to protect their market and their willing to pay extra for that added value.