Owens-Illinois (O-I) has launched an innovative digital printing method that transforms the way custom-made and personalised glass bottles are designed by sculpting glass into multi-dimensional artwork.

Known as O-I : EXPRESSIONS, the method is designed to give higher visibility to the brands of design agencies, packaging professionals and food and beverage marketers.

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This cost-effective and innovative technique allows late-stage design by bringing together the integral benefits of glass and a marketing-focused capability. It will also enable customers to develop brand engagement, improve consumer satisfaction and offer greater value.

“This innovation is an exciting outcome of O-I’s strategic growth agenda and reflects our vision to emphasise high-value segments by leveraging new technology.”

In addition, O-I : EXPRESSIONS offers benefits such as flexible volume, industrial speeds and a wide range of colour and design possibilities.

O-I’s chief of sales and marketing officer Arnaud Aujouannet said: “O-I : EXPRESSIONS is a valuable step in our continuous commitment to be relevant and agile in meeting the needs of customers and consumers.

“This innovation is an exciting outcome of O-I’s strategic growth agenda and reflects our vision to emphasise high-value segments by leveraging new technology and product innovation along with new attractive customised and flexible service offerings.”

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Brands will also have the ability to develop packaging to support short campaigns, including seasonal promotions to mark significant events.

The innovation is claimed to be sustainable as it uses organic ink and helps curb waste through lower inventories.

The company expects to bring the O-I : EXPRESSIONS services to European markets by mid-2019, followed by a commercial launch in the US.