As Avery Dennison continues to design materials for a wide range of applications, the company has developed a host of new tapes and overlaminates to extend the label’s lifetime. Avery Dennison offers a sizeable durables portfolio, which contains products that are intended to last for more than three years. Additionally, these products often require instructions or warnings that must remain visible on the label for the product’s lifespan.

The Avery Dennison Performance Tapes’ division currently offers silicone laminates – both differential or symmetrical – a HPA (High Performance Acrylic) product line and 720 DL W PET for label converters.

“Silicone adhesives are designed for applications where heat and environmental resistance are important, where they perform exceptionally well under high heat,” notes Chris Blackwell, product manager, print and packaging at Avery Dennison Performance Tapes North America. “Meanwhile, our HPA adhesives feature high holding power, stress resistance and high shear performance. They are tailored to applications such as graphics and NVH (noise, vibration and harshness), where high temperature performance, long-term holding power and resistance to harsh environments are required.”

The company has also specially developed 720 DL W PET for buried graphic label applications, where the inside of the label facestock is printed and the adhesive is laminated to the face. This product’s balance of adhesion and shear make it suitable for almost any label application, adds Blackwell.

The product’s aggressive acrylic adhesive has been optimized for bonding to low surface energy plastics where good UV stability and weathering are needed. Its white pigmented adhesive is ideal for buried graphics labels, as well.

“As brands on the shelf are encountering the challenges of low surface energy (LSE) and textured surfaces, these overlaminates can bring long-term holding power and bonding to the table to help solve these challenges,” says Blackwell. “Brands would opt for overlaminates when their labeling materials are subjected to harsh environments, such as solvents or chemicals, UV, heat, cold, rain, water and more, or in situations where the integrity of the ink for instructions and or warnings are priorities and need to be legible after three years or more – basically, over the expected life of the product.”

The overlaminate construction consists of the carrier, adhesive and liner. In regards to the carrier, PET is trending as a top choice due to its clear nature and ruggedness. The adhesive, which Blackwell defines as “the workhorse of the construction,” must accommodate the vast number of substrates and harsh chemicals across the supply chain. Finally, the liner and its corresponding silicone help avoid excessive scrap or slow speeds.

Bigger-ticket items like a stove, refrigerator, lawnmower, etc. would normally require overlaminates to accentuate performance and appearance.

Blackwell has noticed several other trends impacting the tapes and overlaminates market, explaining that many applications requiring durable materials are incorporating RFID tags in their construction. With more expensive items, the inclusion of an RFID inlay is not a deterrent when it comes to cost.

“Many of our customers are using RFID to track durable goods, and they are noting the challenge to find the right adhesive paired with the right chemistry of the substrate, including polyethylene, acrylonitrile butadiene styrene and polycarbonate, to work. What I like about our offering is the fact that an engineer can use our product information, such as our Overlaminates Product Overview, to find a quick answer versus talking to several people over several days.”

Plus, this market is tailored to Avery Dennison’s minimum order quantity (MOQ), which can be as low as one roll, 54" wide by 750. This promotes flexibility in a space that is consistently seeing product enhancements.

Avery Dennison also offers a dedicated support team to help customers pinpoint the proper tape or laminate for their specific application. According to Blackwell, the difficulty in this space often comes from selecting the proper materials.

“Knowing the chemistry of the substrate, the array of chemicals, environmental, and uses the end product will go through for up to 10 years all create the need to have a clear and easy selection,” he says. “You need to anticipate all of these situations and know what to select and what customizations are needed to provide best-in-class performance. Working with adhesives professionals can make all the difference, and we encourage converters and brand owners to do so. There are times where customers need an expert in a particular field to make key decisions, and they don't have that talent on retainer in-house. Avery Dennison has several technical groups that have the expertise to help answer the unique and challenging questions without putting that burden solely on the customer.”