How are premium brands shaping the packaging of tomorrow? Recap of Paris Packaging Week
Premium brands today face the challenge of designing packaging that is flexible, sustainable and highly personalised. Direct-to-shape digital printing technologies are opening up entirely new possibilities. Razor-sharp decoration on demand even in batch size 1, variable data printing, immediate implementation from concept to shelf, and industrial-scale production depth are now achievable.
“We tailor our digital printing systems precisely to our customers’ needs as stand-alone solutions or fully integrated into production lines. Close collaboration is essential for us. Our customers’ requirements are the key driver for further technological development,” says Alexander Hinterkopf, Managing Director of Hinterkopf GmbH.
Variable data printing is more than a marketing gimmick: with Hinterkopf, brands can implement personalised campaigns and promotions on an industrial scale – on-demand customised packaging without compromising on speed or quality.
The fastest path from concept to shelf
One topic that is increasingly on customers’ minds is late determination. An issue that was frequently raised with Hinterkopf at Paris Packaging Week. Late determination enables brands to respond quickly to changing market conditions, address regional differences, incorporate seasonal trends and create customised artworks at short notice. “Digital direct-to-shape printing is the key to late determination. It dramatically reduces time-to-market, enabling brands to move from concept to shelf faster while combining packaging expertise with strong communication impact,” says Hinterkopf.
As the saying goes, first impressions count, this is exactly what packaging is about. A product can only convince once it makes it into the shopping basket. Packaging design sparks purchase interest and curiosity, creates demand where none may have existed before, and ultimately determines a brand’s success at the point of sale.
Variable Printing: Unlimited versions, one run
Direct-to-shape digital printing eliminates overproduction. Production volumes can be precisely aligned with actual demand, making long lead times and extensive pre-planning unnecessary. Artworks can be adapted just in time on the day of production to reflect changing conditions or market developments. “Our digital printing technologies offer maximum flexibility, enabling brands to launch products faster while unlocking new creative potential at the point of sale,” explains Hinterkopf.
Sustainable decoration with direct-to-shape: Less material, greater efficiency
In addition to the benefits mentioned above, digital direct-to-shape printing offers another important advantage that is becoming increasingly relevant in the context of PPWR-compliant packaging. “By printing directly onto the cylindrical container, packaging is reduced to a single material. Labels and sleeves are no longer needed,” says Hinterkopf. Aluminium, steel and plastic containers can be recycled directly. “Our technology supports a clean circular economy without compromise.”
The strength of the technology-market-leader lies in its complete manufacturing depth: from the production of individual machine components and modular production lines to fully integrated digital printing systems. Hinterkopf delivers solutions from a single source that ensure industrial reliability and the highest quality.
“Our technology supports a clean circular economy without compromise.”
Alexander Hinterkopf, Managing Director, Hinterkopf GmbH
