A UNIQUE SUCCESS STORY CENTRED ON FASSON SELF-ADHESIVE LABELSTOCK

Leiden, The Netherlands - Vox Artes Gráficas is certainly one of Portugal's leading label converters. For the label industry, it is a relatively large company, with around 118 employees currently housed in a 7000m2 facility in Vila Nova de Gaia, near Porto. What distinguishes Vox, however, is its specialism in labels for wines and, of course, port – a market where quality and service are key factors, and print runs usually small. Vox meets these criteria with a series of innovative, 'best practice' solutions that aptly demonstrate how focusing on one particular market niche, and doing it well, can represent a highly-successful business model today in the packaging industry.

A family business

Established by Manuel Ribeiro in 1975, Vox remains a family-run business located conveniently in Portugal's wine-growing Douro Valley – but its modus operandi is to embrace the very latest technology developments to enable it to meet its customers' demanding requirements. Ambitious designs for such leading names as Dow’s and Graham's port can arrive at Vox' in-house studio in the morning, and be translated into high-quality physical labels by the end of the day. There are few large bottling plants in Portugal, and time slots are limited, so quick order turnaround on label orders is critical, especially for 'limited edition' vintages and other premium brands.

Strong in-house capability

In fact, the sheer scope of Vox' enterprise is evidenced by the fact that the company turns out an average of 85 jobs per day. One of Vox's managing and administration directors, Paulo Gonçalves, achieves this remarkable feat with his team thanks to the company's strong belief in keeping everything in-house.

Nearly the entire production process, from pre-press and CTP work, through plate and screen making, embossing dies, printing, cutting, finishing, checking, and shipping, is accomplished on the company's premises. The only process not held within Vox is the manufacture of magnetic label cutting dies – an activity strongly restricted by Portuguese environmental legislation as it involves the use of a large quantity of ferric acid.

It is currently fashionable for label converters to expect just-in-time deliveries of consumables from their suppliers, but Vox chooses another route. The company keeps inventory, in climate-controlled store-rooms, of everything from paper and film self-adhesive labelstocks, inks, to stamping foils (a popular constituent in label design for wines and spirits), in a variety of qualities to meet their customers' instant needs.

Vox chooses Fasson® labelstocks

Much of Vox's output is in the form of self-adhesive labels – a medium well-suited to a combination of print processes and high-quality graphic imaging. Vox uses a wide portfolio of Fasson films and papers such as the clear-on-clear Fasson film laminates selected for the labels on Gazela Vinho Verde; Fasson Digital Print Media, topcoated for optimal printability by digital offset; and of course the special range of dedicated Fasson wine labelling materials, offered in a range of qualities and surface finishes for applications both traditional and modern.

Continuing investment in hardware

When it comes to printing the labels, Vox is spoiled for choice. The key factor in its ability to turn out quality labels, fast, are its three HP Indigo WS4050 digital reel-to-reel colour presses (one of which will shortly be updated to the specification for the new WS4500), and its bank of nine Gallus reel-to-reel combination label presses, plus flatbed screen, sheet-fed offset, and even Heidelberg platens. Thus, Vox is able to offer reel-to-reel UV flexo, letterpress, litho, screen, embossing, and foil stamping, in addition to digital offset.

Vox's specialism in wine labelling makes the Fasson wine labelstocks a particularly attractive stock item for high-value bottle. Vox is also well-versed in adding product authentication devices to clients' labels, such as latent images created with 'invisible' ink.

Computer-controlled processes

Vox achieves its remarkable order turn-round through computer-controlled production planning, process control, and a series of specialist teams dedicated to problem-solving in particular areas of production. Because of the intensity of the work levels, Paulo Gonçalves has installed a full track-and-trace RFID system which records not only the progress of every single order, but also the whereabouts of each employee. Responsiveness has to be instantaneous if the customers' challenging production schedules are to be met.

However, despite all this automation, Paulo Gonçalves prefers to have every job rigorously hand-checked for visual defects before packing and despatch. Printed self-adhesive label reels leave the factory in Vox' own specially-designed boxes which cradle the reel and restrict its movement.

Environmentally-responsible

Vox' business approach is 'cradle-to-grave', so all out-of-specification printed labels, make-ready, and label matrix waste, are separated and sent for recycling; and all liquid wastes processed in the company's in-house recycling plant.

Quality is the key

Paulo Gonçalves says: 'We supply 90% of Portugal's port industry. The growers come to us because they know they can rely on our quality and service. With such high-value products as vintage ports, the label is not particularly cost-sensitive – but it MUST reflect the quality of the bottle's contents.'

Despite its large market share, Vox has no sales force – and, as yet, its company website is not completely finished. All jobs are received via the most effective route – personal recommendation and word-of-mouth; and despite the fact that the staff work six days a week, there is still more work than there is capacity. The company is awaiting planning permission to develop more land it owns on its existing site, and is still acquiring new 'kit'.

The Fasson partnership

The relationship between Vox and its prime self-adhesive labelstock supplier, Avery Dennison, goes back to the company's origins. Avery Dennison’s Fasson labelstocks were at the heart of the dynamic market development that self-adhesive labels enjoyed in the 1970s and 80s, with an innovative range of facestocks and adhesives that could effectively label nearly every type of substrate. Says Miguel Garcia, Sales Manager for Avery Dennison Roll Materials in Spain and Portugal: 'Our relationship with Vox was very positive right from the start. The Fasson philosophy is a perfect fit for Vox's needs: quality products, fast service, and a strong focus on innovation. '

Vox Artes Gráficas is certainly a vibrant example of a company which has successfully embraced a market niche, understood its imperatives, and created a way of consistently delivering solutions. Says Miguel Garcia: 'Self-adhesive labels have since very early days been the acknowledged ideal choice for high-quality short-run labels, and it is a pleasure to work with Vox to meet its ongoing needs for a wide choice of labelstocks. We are proud to partner such a unique and dedicated company'.

Full details of Fasson self-adhesive labelstocks for wine labelling and digital offset printing are available from Avery Roll Materials Europe sales representatives, or visit the website at www.europe.Fasson.com. Vox Artes Gráficas are at Rua dos Terços 353, Canelas, 4410-236 Vila Nova de Gaia, Portugal, tel +351 227 151 700,

fax +351 227 151 719.

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