Hally Labels has become the first company in New Zealand to install the HP Indigo ws4050 press, through AM International, and in doing so takes its high quality converting operation into the digital age.

Hally is one of New Zealand's most prominent label companies, they have manufacturing plants in Auckland, Christchurch and Brisbane and additional sales offices in Wellington, Sydney and Melbourne. They lay claim to a powerful team of like-minded people who are passionate about innovation, technology, their customers and the pursuit of excellence.

The new HP Indigo press, and the technology, is new to the market, but Hally's decision to purchase is nothing unusual for a company that aims to be at the cutting edge of industry change. Hally Labels chief executive officer Mike Haworth says that the opportunity to invest early is consistent with the company's vision of "being known in Australasia as the best and the most innovative supplier of labelling and screen solutions". "It will allow us to expand our capabilities and product offer to meet the challenges of today's market," Haworth says.

Some of those challenges that the company has identified include: the need for increased responsiveness; just in time supply; security and confidentiality; personalisation and the need to integrate with design, product manufacturing and promotional activity. For Hally it is also attractive due to the new product opportunities that digital printing offers, together with the ability to reduce set-up costs, reduce waste, develop new products and print on a wider range of substrates. Whilst it could be considered a bold step, Hally have been watching the market closely for some time.

The HP Indigo solution was chosen after significant analysis, during which Hally determined that the quality of HP Indigo's 'digital offset' output was ahead of similar inkjet alternatives. Other important considerations were HP's standing as leaders in the industry and their commitment to the technology, together with support available in this part of the world through HP's agent AM International. Strong ties with finishing equipment providers meant that Hally was confident that it was investing in a solution, not just a press. "The commercial attractiveness of digital has improved significantly over the last 24 months," Haworth says. "Rapid advances in the colour spectrum, workflow process, productivity and print quality will allow Hally to use digital to complement our current conversion technologies."

One of the most immediately obvious benefits of the press is the shorter runs that it can provide, without the high cost of press set-up. The speed with which these runs can be delivered opens up new levels of service, thanks to the removal of traditional (and time consuming) steps in the workflow. Haworth says the HP Indigo ws4050 has been installed to complement the company's existing flexo, letterpress and screen-printing capabilities. "We can take a holistic view to customer demand and deliver a lower total cost solution with improved responsiveness and less limitations across a broader range of products."

The investment in digital offset printing goes well beyond the purchase of the HP ws4050 press. Decisions have been made in the following areas:

1. Offline finishing equipment - this allows additional design embellishment, die cutting, lamination and individual roll finishing.

2. The environment - this includes the floor, cabling, housing and ensuring that there is a controlled dust free environment allowing high quality production to occur.

3. People - this involves training prepress, production, sales and marketing teams to ensure the unique advantages of offset digital are understood and captured.

4. Product development - investment is ongoing and is all about the willingness to push the boundaries and use the technology to develop new products and technologies.

Haworth says that Hally is confident that this managed approach to the installation and commissioning of the press will ensure that the company maximises the potential of the digital offset offering. Hally acknowledge that one of the biggest challenges will be to leverage the first-to-market advantage created as a result of the investment in the HP Indigo ws4050. There is a compelling desire to challenge traditional purchasing habits, remove cost and deliver a total solutions approach, the company says. Hally intend to focus on explaining what it is and what it does, along with how it can benefit the customer.