Brazilian canmaker Brasilata’s e-commerce initiative Loja da Lata is investing in
automation across both manufacturing and administrative processes amid increasing demand for customised steel packaging.
Currently serving only the Brazilian market, Loja da Lata offers a diverse customer base – from individual entrepreneurs and small businesses to large corporations – providing flexible, customisable steel packaging that meets the needs of both niche and mainstream markets.
General manager Daniel Speicys told The Canmaker that he has seen a growing demand
for distinctive packaging, especially in markets focused on small and medium
production volumes.
“Customers are increasingly seeking packaging that not only protects and promotes their products but also aligns with their brand values – particularly around sustainability and innovation,” he said.
“One of the key trends driving this demand is the search for sustainable materials. Steel packaging has emerged as a preferred solution due to its unique environmental benefits as 100% recyclable, mono-material, simplifying the recycling process, and infinitely recyclable without loss of quality. These properties make steel an ideal choice for brands looking to reduce their environmental impact while offering a premium and durable packaging experience.”
Specifically, Speicys has noticed strong and growing demand for 99mm diameter cans,
which he said have become a preferred format among clients.
“These cans are often paired with either metal lids or Ploc Off closures, depending on the
product and desired user experience,” he said.
“Customers are also pushing creative boundaries by designing high-impact artwork that
leverages the metallic surface of steel – creating effects that are difficult to replicate with
other materials. This has led to a surge in requests for personalised and visually-striking
packaging.”
To meet these expectations, Loja da Lata uses digital printing, including InkJet for flexible, high-resolution designs, and InnoCan for enhanced colour vibrancy and metallic effects.
“These techniques allow us to offer variable data printing, enabling personalisation at scale – ideal for medium-sized production runs, which are becoming increasingly common among our clients,” Speicys said.
As demand for customised steel packaging increases, Loja da Lata recognises the
importance of scaling its operations efficiently – without a proportional rise in operational
costs.
“To support this vision, we are actively investing in automation across both
manufacturing and administrative processes. These investments aim to enhance
production flexibility for small and medium batch sizes, improve lead times and
operational consistency, and streamline order management, customer service, and
logistics coordination,” Speicys said.
“By automating key workflows, we are building a more agile and scalable operation that can respond quickly to market needs while maintaining high standards of quality and sustainability.
“These strategic investments reflect our belief in the future of steel packaging as a premium, eco-friendly solution for businesses of all sizes – and our commitment to making it accessible through innovation and operational excellence.”
Elsewhere, Loja da Lata has implemented several strategic upgrades to enhance
customer experience and operational efficiency.
These include a move to the cloud-based e-commerce platform Shopify, which Speicys said
has enabled a more seamless and responsive shopping experience, the development of
a specialised customer support team, and partnering with a logistics operator to
manage storage and distribution, ensuring faster, more reliable deliveries and scalable
operations.
“Also, in 2024, we announced the launch of Pack Hub, Brasilata’s new co-creative design unit, located at the Jundiaí factory,” Speicys added.
A space dedicated to co-creation and packaging development, where clients and Brasilata’s team work together to create unique designs, Pack Hub aims to significantly reduce the development and approval time of packaging, with 3D mockup visualisation and immediate delivery of printed proofs on steel or paper.
“It also brings the product development and marketing areas closer to clients,” Speicys
said.
As Loja da Lata continues to grow and innovate in the metal packaging space, Speicys
said it is also navigating a series of “operational and creative challenges” that come with
serving what he called a “dynamic and increasingly demanding” market.
“One of the key challenges lies in the manufacturing process itself. While digital printing
has opened up new possibilities for customisation and short-run production, it
represents only one part of the steel can manufacturing workflow,” he explained. “The full process – from forming and seaming to coating and logistics – was originally
designed for large-scale production, and adapting it to accommodate small and medium
batch sizes requires significant adjustments in planning, tooling, and efficiency.”
Another major challenge is the development of new can formats.
“Our clients are constantly seeking novel and creative packaging designs, often inspired by the flexibility they see in paper-based packaging. However, unlike paper, steel is a rigid material that demands complex engineering and tooling to create new shapes and sizes. This makes innovation slower and more resource-intensive, even though the market appetite for differentiation is growing rapidly.”
Despite these hurdles, Speicys said Loja da Lata remains committed to evolving its processes and expanding its product offering.
“Our goal is to continue delivering sustainable, high-quality steel packaging that meets
the expectations of modern consumers – combining environmental responsibility with
visual impact and functional design.”
Brasilata operates five manufacturing plants and exports to 15 countries, with a strong
presence in Latin America. The canmaker offers a wide range of cans for
a range of industries, including paints, chemicals, and food.
While currently Loja da Lata serves only the Brazilian market, Speicys said: “We are laying the groundwork for future expansion as demand grows and our capabilities evolve.”
