Ardagh Metal Packaging introduces new tech for colorful beverage can customization

19 Jan 2022 --- Ardagh Metal Packaging (AMP) Europe is launching H!ghend, a “transformative” new addition to its customization range of beverage cans, offering customers brand-enhancing opportunities. 

The H!ghend innovation series adds extra value to the top of the can by making this area of the pack available for branding. The “incredibly” versatile technology allows high-quality decoration in cyan, magenta, yellow and key (CMYK) colors on the entire shell surface. This allows brands to highlight, customize and differentiate their cans with maximum visual impact.

According to the company, customers can now opt for H!ghend color, which can match their specific color branding. Furthermore, customers can explore H!ghend image, offering “a world of graphics possibilities,” and H!ghend pro, differentiating between special editions and collectibles. 

AMP says with the series customization starting from small runs, H!ghend is flexible to brands’ changing needs. 

H!ghend color offers advanced full-shell printing in solid or transparent color – matching brand standards.H!ghend color, image and pro 
H!ghend color offers advanced full-shell printing in solid or transparent color – matching brand standards. Whether left pure and simple or upgraded with a colored or special tab, the top of the can with H!ghend color highlights color-based branding at every sip.

H!ghend image brings “eye-catching” HD printed design to the top of the can, enabling at-a-glance brand differentiation through graphics. The printing allows full shell coverage, integrating it with the can body design. 

The company also says the shell’s sidewall can now be printed with text or images, with controlled distortion for crisp, clear words and logos.

Using text and graphics, customers can use H!ghend images to maximize communication areas – for example, to reinforce product flavors, remind consumers of health benefits or encourage recycling.

Versatility for mass customization 
AMP says the versatility of H!ghend makes it ideal for promotional packs and special editions as well as main packs. Customers seeking to take promotions to the next level can opt for H!ghend pro and create novel, original and customized campaigns, with all the advantages of H!ghend image but available in up to 200 different designs per batch. 

Multiple designs within a single impactful idea result in a “highly differentiated collectible” series of cans. H!ghend pro is described as a “new dimension” for promotions – a high-impact response to the ongoing trend of mass customization. 

Last year, AMP revealed plans to build a state-of-the-art US$200 million beverage can plant in Northern Ireland, UK. The plant will be located near Belfast and service the growing needs of AMP’s beverage customers in Ireland, the UK and Europe.

By Natalie Schwertheim