Ahava launched a 30th anniversary collection in colorful tubes - and they are the first fully decorated plastic tubes made using innovative digital print technology by Velox.
Lageen Tubes produced the eye-catching packages on the Velox IDS 250, which is the world’s only mass production direct-to-shape (DTS) digital decorator for the rigid packaging industry.
Ahava launched six different products in tubes, including a foot cream and face mask — and each features a different designs based on a portrait. The brand recruited six artists to create images that reflect the way they perceive women, with the theme, female empowerment.
The tubes feature a continuous decoration — printed 360 degrees around it.
Ifat Yoffe, CMO at Ahava, says, “The AHAVA 30th anniversary campaign is different from anything we have done in the past with regard to packaging, and it was important the aesthetic vision of our company and the artists be well executed.”
The team at Velox explains,, “The design’s solid vivid colors are a departure from a typical design that includes a basic background, logo, and text.”
Yoffe adds, “After benchmarking other suppliers that offer different DTS digital decoration, we decided to have Lageen Tubes produce our packaging… the Velox digital decoration technology they offered showed significantly better results. This allowed us to make a unique and bold brand statement.”
David Deluya, business unit manager, Lageen Tubes, says, “The process we went through to meet the challenging decoration requirements demonstrated the huge benefits of digital decoration when it comes to flexibility and responsiveness.”
Making Digital Technology In Mass Scale A Reality
The team at Velox says that its technology means that brands, such as Ahava, can now come up with digital designs for mass production — without limitation. The Velox technology operates at full production-line speed of up to 250 containers per minute at high quality, with 15 simultaneous colors and embellishments, the supplier states. It includes photorealistic images, tactile embossing, no seam, and tube-to-cap printing.
Marian Cofler, CEO, Velox, says, “Brand owners can now benefit from the best of digital printing direct-to-shape — because digital technology in mass scale is now a reality in the market.”
Cofler adds, “This changes everything, in terms of the speed, flexibility, workflow, and cost involved in bringing extraordinary, unique, vibrant product packaging, like that produced for Ahava, to market.”