Formed in 2002, Reflex has grown
to become one of the largest companies of its kind in the UK. Operating in a
highly competitive market, Reflex is always keen to consolidate and improve its
already strong market position by offering continuous innovation and
improvement across its product range, as well as taking advantage of the
growing shrink sleeve market.
Upon assessing the market, it
quickly became apparent that the Kodak Flexcel NX System offered the technology
which Reflex needed to impress its clients, with excellent print quality,
impressive capabilities for shrink sleeve applications and affordable operating
costs, thanks in part to the Kodak Spotless Flexographic Solution.
Kodak Flexcel NX System has
enabled Reflex to deliver outstanding results to customers improving the
company’s DNA, and directly contributing to retaining existing clients and
attracting new customers. Reflex’s flexo
offering is driving the business forward, helping it win a host of industry
awards and raising the company’s profile.
Challenge
Like any successful business
packaging specialist Reflex was always looking to offer its clients new
innovations and improvements, but it also had two specific goals in mind –
firstly to take advantage of the growing shrink sleeve market and secondly to
revitalise the flexo side of its business.
Reflex’s, Brand Equity Manager,
Adam Lee explained: “We’ve enjoyed some rapid growth since we started the
business in 2002 and we’re now one of the biggest companies of our kind in the
UK. However that doesn’t make us complacent – far from it, we’re always looking
for the next innovation that can allow us to offer something more.
“We know print quality is
extremely important to our customers, but equally we know they don’t have
bottomless pockets. Therefore we wanted any technology we invested in to be
able to deliver affordable packaging for customers, rather than provide an
expensive offering only suitable for niche brands.”
Alongside innovation and
affordability, Reflex also identified reliability, ease of use and
repeatability as key attributes it was looking for in any investment, as Adam
explained: “Operationally we needed the kit to be spot on, there’s no point
having a box of tricks which promises the earth but needs to be wrapped in
cotton wool to perform, and is then temperamental to operate.”
Solution
Upon examining the market, it
quickly became clear that the Kodak Flexcel NX System offered a best-in-class
solution, with all the innovation Reflex was looking for, along with the
practical operational aspects vital to any sound investment.
Kodak Flexcel NX Plates produce
excellent print quality on both paper and film substrates, and when used
together with the Kodak Spotless Flexographic Solution, they allow spot colours
to be reproduced consistently with process colours, thereby negating the need
in many cases for spot colour inks. This in turn reduces cost, time to market
and production complexity. By simplifying production, reliability and
repeatability are increased, both of which bring further benefits.
Adam commented: “This technology
means we save considerably on make-ready costs and can increase the amount of
time we actually spend printing. However, what is really exciting is the
quality of print on shrink materials is such that by using Flexcel NX Plates we
can offer a real alternative to gravure, which can of course be prohibitively
costly for shorter print runs.
“Typically flexo UV inks are used
in these circumstances, but if the shrinkage is too great the ink will ‘crack’
and ruin the appearance of the packaging. By contrast, through the use of Flexcel
NX Plates we were able to use solvent-based inks that can cope with a high
degree of shrinkage and still deliver outstanding print results. We knew this
would open up a huge range of possibilities for our customers.”
Benefits
Just a month after making the
decision to invest in their first Kodak Flexcel NX System, Reflex’s new press
was installed and fully operational. The reception by Reflex’s clients was
extremely positive with many switching production to the new technology. Industry
recognition followed at the EFIA Awards, with Reflex’s work receiving Gold,
Silver and Bronze for Flexible Print on Paper and Gold for Flexible Print on
Film, Silver for Technical Innovation Printer and Gold for Best in Show.
Adam commented: “We were
delighted to receive such a raft of accolades so quickly after installing the Flexcel
NX System. We received recognition for six separate projects across three
clients, which not only helped cement relationships with key customers but also
raised our profile dramatically. I can confidently say we’ve both won new
business and secured existing clients as a direct result of investing in Kodak Technology.
With any innovation we look to it to improve the DNA of our business; Kodak’s
product does exactly what it promises to do, and does it reliably and cost
effectively.”
Grant Blewett, Kodak Eamer Sales
Manager Flexographic Solutions, added: “It’s incredibly rewarding to hear how
companies like Reflex are taking Kodak’s technology and using it to drive their
business forward. Their experience proves that excellent quality printing is
achievable at an affordable cost and needn’t be the preserve of luxury brands.
This is particularly true in shrink applications, which we expect to grow in
popularity as legislative changes here in the UK and further afield mean brands
need to include more information on packaging than ever before.”
