'The Flow' campaign showcases Starshine on-demand metallisation

All4Labels Global Packaging Group and Actega have announced the launch of ‘The Flow’, a campaign designed to showcase the Starshine on-demand sustainable metallisation options. This innovative solution not only enhances visual appeal but also reduces CO₂ emissions by up to 80% compared to traditional metallic foils, marking a pivotal step towards sustainability in the labelling industry.

Developed in collaboration with Actega, Starshine utilises the proprietary Ecoleaf technology to create a metallic effect that transforms self-adhesive labels into sophisticated visual experiences. The synergy between the two companies has been instrumental in driving innovation and sustainability within the market for years, and this campaign further solidifies that partnership.

‘We are proud to enhance our synergies with partners like Actega, and to drive sustainable change in the labelling industry,’ said Dr Guenther Weymans, CEO of All4Labels. ‘This success is a testament to the technical engineering and research and development cooperation among our teams of experts, which we are planning to extend in 2025 to additional productive sites to serve our customers with a wider network of equipped facilities for sustainable labelling options.’

All4Labels and Actega are committed to furthering their collaborative efforts, including additional installations of the Ecoleaf technology in Bucharest, Romania, and Blois, France to extend the current network of Starshine productive sites in Nocera, Italy; Witzhave, Germany; and Leeds, UK.

Thanks to this wide network, All4Labels can offer to its customers different outputs to incorporate the shiny effects provided by Starshine. On the one hand, with flexo printing technology, a multi-colour metallised effect can be achieved, which is particularly suitable for the home and personal care markets and comparable to cold foil printing but with higher sustainability advantages. On the other hand, the Starshine decoration can be elevated to the next level with high build silk screen printing technology, available at All4Labels Leeds site (UK), which delivers an astonishing gold metallic effect comparable to hot foil embossing, particularly fitting for premium embellishments for the wine and spirits segment.

The metallic effect for self-adhesive labels is designed to transform any surface into a sophisticated, elegant, and engaging visual experience. It offers a dynamic play of light and reflections, adding depth and brilliance to packaging and enhancing brand identity.

‘The metallic effect comes from a process optimized to reduce environmental impact without compromising quality or aesthetic performance,’ stated Harald Jasper, managing director of Actega Metal Print. ‘This approach combines beauty, fluidity, and responsibility, as today's real value of packaging lies in making conscious choices. Working with All4Labels has allowed us to reach new frontiers of design and innovation while enhancing our technology to better serve brand owners across various markets.’

To support brand owners in exploring the on-demand metallic embellishments offered by the solution, the ‘The Flow’ campaign, printed with Ecoleaf and hybrid inkjet technologies, will showcase real product samples across the wine and spirits and home and personal care industries, emphasising both innovation and sustainability.

A key inspiring driver of the campaign has been the rising consciousness among consumers who are seeking brands that reflect their values and respect the world they live in. In fact, studies show that 39 to 43% of end users are willing to pay more or switch their favourite brands for products with eco friendly packaging. As a direct consequence, today’s brands are stepping forward as architects of a more sustainable world, embedding responsibility into their core strategies, rethinking materials, redesigning processes, and redefining brand values.

‘As we brought The Flow to life, we intentionally chose an abstract design to reflect the beauty and fluidity of a mindful approach,’ said Paola Iannone, vice president of marketing communications at All4Labels. ‘This aesthetic embodies the flow of change, consciousness and innovation driven by brand owners and inspired by consumers’ choices: market insights show that over 40% of brand owners plan to adopt innovative and sustainable packaging techniques by 2025 as part of their shift towards a circular economy, while, 90% of consumers are now more likely to purchase from brands that offer sustainable packaging.’

The launch of ‘The Flow’ campaign will coincide with Labelexpo Europe in Barcelona, from 16 to 19 September 2025. ‘The timing of this campaign is ideal as Actega will be showcasing the many benefits of Ecoleaf and other innovations at this important industry event, as well as sharing the results of strong partnerships like the one we have with All4Labels,’ said Timo Kondziela, head of global marketing at Actega. ‘We expect a great influx of visitors and will be happy to welcome anyone who wants to know more about the technology behind Starshine at our booth 3D41.’