After three years of development and rigorous testing, New South Wales-based East Coast Canning + Printing (East Coast) is set to unveil its latest proprietary innovation: the world’s most durable digitally printed can.
Known as the ‘BulletProof’, this breakthrough establishes a new standard in digital can printing, offering unparalleled durability, a broader scope for design options and ultimate brand integrity, all while meeting East Coast’s industry-leading standards in sustainability for the beverage industry.
“Since our inception in 2016, we have been committed to overcoming the durability challenges of digitally printed cans,” East Coast founder and General Manager Chris Kelly said. “Until now, we have not offered digitally printed matte finishes, waiting until we could confidently meet the quality and durability expectations of ourselves for our clients. That day has finally arrived.”
Mr Kelly described the innovation as transformative: “This development delivers an unmatched level of durability and brand protection, giving beverage producers a premium sustainable solution for their packaging needs.
“Our whole philosophy at East Coast is to make sure that we are innovating and constantly improving to make our product better and more sustainable for the beverage industry. From being Australia’s first mobile canning company to introducing our multi-million-dollar digital direct-to-vessel printing technology, BulletProof is a new step forward in offering beverage producers a canning and printing solution that gives consumers a top-quality brand experience when they are holding the can.”
The BulletProof can has been engineered to handle the most demanding conditions of modern supply chains. From enduring the intense heat of tunnel pasteurisation to withstanding scratches from transport or storage in ice buckets and eskies, this design ensures beverages look as pristine on arrival as they do at production.
“Durability has been a key challenge in digital can printing,” Mr Kelly said. “We identified this gap in the market and collaborated with global partners to create a solution that not only meets but exceeds industry standards. This innovation gives brands greater flexibility to express their identity while maintaining a flawless and premium appearance throughout the product’s lifecycle.”
While digital matte printing is possible on cans, East Coast has not previously offered it to its clients as the design scratches easily, compromising brand quality when the can arrives on shelf or is pulled from an esky. Additional design attributes like CMYK colour palette, spot gloss, spot matte, tactile feel and metallic finishes have historically relied on wrap-around or shrink-sleeve labels, complicating recycling processes. East Coast’s new BulletProof cans are fully recyclable and offer industry-leading matte and spot gloss finishes directly printed onto the aluminium, ensuring both aesthetic appeal and environmental responsibility.
The rollout spans a variety of beverage categories, including beer, wine, coffee, water, and ready-to-drink (RTD) products. Sydney’s Yulli’s Brews is among the first to adopt the innovation, debuting its new Urban Classic Cactus Ranch Water in a white-and-green can featuring the BulletProof matte finish.
“You can truly feel the quality of the BulletProof can,” said James Harvey, Head Brewer at Yulli’s Brews. “We put a lot of time and effort into the design of our cans, and it’s comforting to know the integrity of the print and the physical can itself is going to be what you intended it to be from canning through to the customer without chipping or scratching.
“Visible pain points like peeling or scratching and even the variety of colours between batches are completely removed with the new BulletProof cans, which gives us a lot of confidence in putting new beers, and now our first RTD out to market.
“We have worked with East Coast for seven years now. Being able to access small runs of digitally printed cans has been a game-changer for our business as we’ve grown over the years, and the steps they’ve made in innovating packaging and printing has allowed us to bring a more premium product to market. It’s exciting to continue to work with them to bring our innovation with Ranch Water to market using the new BulletProof can design.”
East Coast Canning + Printing’s BulletProof can supports a more sustainable product lifecycle by reducing waste and promoting durability. By eliminating adhesive labels, the company has prevented over 33 tonnes of single-use plastic from entering the Australian beverage market in just two years.
“Digitally printed aluminium cans present an incredible opportunity for sustainable packaging across almost every beverage category, from water to spirits,” Mr Kelly explained. “Aluminium is infinitely recyclable without losing quality or integrity, and this innovation combines premium finishes with an eco-friendly approach.”
The initial rollout of the BulletProof can include the 375ml Classics and select varieties of the Sleek can sizes (330ml and 355ml). East Coast anticipates the 330ml, 355ml, 440ml, and 500ml Classics being available in the next year. The BulletProof can is available exclusively through East Coast Canning + Printing, with low minimum order quantities (just a layer).
For enquiries or to place an order, book a chat here, or fill in a form here.
