‘IML isn’t just about getting a label on a tub,’ he remarks with the clarity of someone deep in the trenches of innovation. ‘It’s about fusing form and function so seamlessly that the packaging becomes part of the product experience. It becomes iconic,’ Shivern says. And at CCL Label, this vision is not aspirational – it’s operational.
Recent shifts in IML technology have propelled the sector into what Shivern calls ‘a precision-led renaissance.’ On CCL Label’s production floors, robotic systems now handle insert placements with ballet-like consistency, while AI-powered predictive maintenance tools reduce downtimes before they even happen. ‘We’ve moved beyond traditional manufacturing bottlenecks,’ he explains. ‘Laser cutting, CNC machining: these tools give us the control we need to deliver speed without sacrificing quality.’
Central to this transformation is CCL’s vertical integration, a strategic advantage few can claim. Through its sibling company Innovia Films, CCL is not just a user of materials but a co-creator of them. ‘We’re actively shaping the films of tomorrow,’ Shivern notes, referencing the company’s large-scale biaxially oriented polypropylene (BOPP) production. ‘Having R&D in-house gives us a playground to experiment – with downgauging, new surface properties and recyclability – all while keeping efficiency top of mind.’
Design that dares to be durable
Where IML truly excels is in its aesthetic power. Labels aren’t slapped on – they’re born with the container. ‘That gives designers an extraordinary canvas,’ Shivern says. ‘We’re seeing tactile finishes, photorealistic imagery and even metallic inks that wouldn’t be possible with pressure-sensitive labels or sleeves.’
CCL Label’s recent installation at Propak Africa proved just how impactful that canvas can be. Visitors to its stand were charmed by lunchboxes and buckets bearing scenes of Table Mountain and Kruger National Park. ‘These weren’t just promotional items,’ she mentions, ‘they were a celebration of place – functional, durable and emotionally resonant. That’s the magic IML offers.’
With South Africa’s IML market projected to hit US$15.4-million by 2030, growing at a modest but steady 3% annually, demand for standout shelf appeal is clear. ‘Walk into any local supermarket or hardware store and you’ll see IML everywhere,’ Shivern asserts. ‘It’s the quiet workhorse of retail presentation.’
As the packaging world collectively marches towards sustainability, IML is proving surprisingly nimble. ‘We’ve long been invested in mono-material solutions,’ Shivern states. ‘Polypropylene containers with IML decoration are already ahead of the curve because they’re made from the same material throughout. That makes them easier to recycle.’
But CCL Label is not content to coast on compatibility. Through its Innovia collaboration, it’s doubling down on sustainability R&D – downgauging films to reduce material use, experimenting with cleaner production methods and eliminating adhesives entirely. ‘There’s something beautifully circular about a container that’s lighter, label-free in the traditional sense and ready for a second life,’ he muses.
Futureproofing, one pixel at a time
Where does IML go from here? According to Shivern, the future is interactive. CCL is already working with OEMs and brand owners to integrate sensors, QR codes and digital touchpoints into in-mould labels. ‘We see packaging as a gateway – not just to protect a product, but to tell a story, engage a customer and even collect data.’
The real win, however, lies in automation and mass customisation – two seemingly contradictory forces that IML is beginning to reconcile. ‘We’re building the infrastructure to offer brands flexibility at scale,’ he says. ‘Whether it’s
10 000 units with a regionalised design or millions with variable graphics, we’re pushing IML into an era of agile excellence.’
Ultimately, Shivern sees in-mould labelling not just as a process but a proposition: for quality, for sustainability and for brands ready to make a lasting impression. ‘IML is a quiet revolution,’ he says. ‘It doesn’t shout. It just works – beautifully.’
