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Beyond the Box
How protected packaging is opening up new business models for printing companies
In today's dynamic economy, packaging has long since moved beyond its original function of simply protecting a product. It has evolved into a versatile tool that safeguards brands against counterfeiting, strengthens customer loyalty, and enables a transparent supply chain.
Pioneering technologies, presented by industry giants such as well-known brands, leading printing companies, and Koenig & Bauer, are transforming the inconspicuous packaging into an intelligent asset. Let's delve into this exciting development and shed light on how it is sustainably expanding the business models of printing companies and the brands they serve.
Evolution of packaging: the emergence of a multi-talent
The latest industry presentations send a clear message: modern packaging does far more than just protect products. Today, it offers authentication, connectivity, traceability, and customer interaction possibilities all in one unit. This is made possible by innovative product protection solutions that are seamlessly integrated into the printing process. The focus here is on technologies such as:
Stegano – This elegant method invisibly conceals data within the artwork or varnish during the prepress stage. Even under strong magnification, these codes remain hidden to the naked eye and do not affect the original design. Verification is straightforward via a smartphone app. Stegano is flexible in its application and offers various security and customisation levels, from simple varnish applications to full integration into the design and the development of bespoke apps.
Ovjera ("Certification") – A robust solution for the clear identification of products and packaging.
Daktylo ("Fingerprint") – This technology focuses on the unique characterisation of the individual features of a product or its packaging.
A crucial advantage of these technologies lies in their simple integration into existing printing processes. They can be used with standard inks, making their application particularly practical. The focus is on non-invasive and sustainable solutions that work both offline and offer multi-layered security. The visual appearance remains unchanged.
New perspectives for printing companies: from print service provider to security expert
For printing companies, these advancements open up enormous potential for the further development of their business model.
Evolution into a value-added security consultant: Printing companies can expand their role beyond mere print services and position themselves as competent consultants for product and brand protection. By offering integrated authentication and traceability solutions, they provide a crucial added value that protects the integrity and sales of their clients.
Tapping into new revenue streams: Offering these advanced packaging solutions creates new business areas. These include licensing the technology, fees for the implementation and management of security features, as well as consulting services. The ‘protected at print’ initiative, highlighted in industry discussions, underscores this shift.
Stronger customer loyalty and new customer acquisition: Brands are increasingly looking for solutions to combat counterfeiting and intensify customer engagement. Printing companies that offer these technologies can attract new customers and build long-term, stronger relationships with existing ones by providing answers to these central needs.
Differentiation in a competitive environment: In a saturated market, a printing company can stand out from the competition by offering state-of-the-art security and interaction features. This demonstrates innovation and a commitment to comprehensive solutions.
Seamless integration into existing processes: Technologies like Stegano are designed to integrate easily into existing prepress and printing workflows. This allows printing companies to offer these advanced services without necessarily having to completely overhaul their current processes or invest in entirely new machinery, especially for lower levels of protection.
Scalable offerings for different needs: The ability to offer various levels of protection allows printing companies to serve a broad spectrum of customers – from small businesses that need basic authentication to large corporations with complex traceability and individualised app experience requirements.
Strengthening brands: protection, interaction and valuable insights
For brands, the introduction of intelligent packaging solutions means significant competitive advantages and new growth opportunities, first and foremost, of course, robust brand protection – from protection against counterfeiting and grey market control to the prevention of return fraud. Combating counterfeit products not only protects revenue and brand reputation but also the safety of consumers. The simple verification of authenticity via smartphone acts as a strong deterrent. Authentication also offers a clear advantage with returns by ensuring their legitimacy, thus significantly reducing losses due to fraudulent returns.
Thanks to the ability to track products along the supply chain, unauthorised distribution channels can be identified and contained. Tracking from production to end consumers is also crucial for quality control and recall management.
Another advantage of intelligent packaging solutions lies in the data that can be collected. For example, anonymised data on scanning times and locations provides insights into consumer behaviour, sales focuses, and potential market gaps. Using this data enables the optimisation of marketing strategies, supply chain logistics, and product development.
The central advantage lies in the transformation of simple packaging into a multifunctional tool that protects, informs, connects, and invites interaction. This maximises the return on investment for packaging design and production.
All solutions offered by Koenig & Bauer are non-invasive and do not require additional materials or special inks that could complicate recycling. They thus support companies' sustainability initiatives.
The future is printed and protected
The integration of sophisticated protection technologies directly into the printing process is no longer a distant vision of the future, but a lived reality. For printing companies, this is an opportunity to significantly expand their role and offerings. For brands, it is an effective strategy to protect their values, build a deeper connection with their customers, and unlock new value creation potential. The acceptance of these innovations enables companies to ensure that their products are not only perceived but also secured, verified, and experienced.
The ‘protected at print’ initiative by Koenig & Bauer
‘protected at print’ is a forward-looking initiative by Koenig & Bauer that aims to bring value creation back to printing companies. Participation in this initiative enables printing companies to significantly expand their business models by offering their customers state-of-the-art, non-invasive product protection solutions. Thanks to the industry-wide concept, printing companies of all sizes can take their business model to a new level and thus gain independence from third-party suppliers for consumables. Above all, they create an inherent value by integrating product protection directly at the printing site, thus detaching themselves from a purely integration or assembly function within the packaging industry.