Prepress

Esko unleashes the potential of variable data printing with the worlds first integrated solution

Wednesday 01. September 2021 - Esko has achieved a world first in connected packaging production. The company has enhanced variable data printing (VDP) security features for speed and scale in a new collaboration withScantrust and pioneering packaging company ePac Flexible Packaging.

Esko Automation Engine is at the heart of the process with its innovative VDP technology. It enables the printing of serialised and secure QR codes on flexible packaging on a large scale and fully exploits the potential of VDP for the new connected packaging and merchandise service: ePacConnect.
“Variable data printing offers the role of the packaging sector the opportunity to enter entirely new dimensions,” said Paul Land, Product Manager at Esko. “In addition to the possibilities of localisation, serialisation, personalisation and traceability, advances in automation offer the opportunity to use technology to transform the prepress environment more intensively. Automation Engine enables ePac to provide 24/7 global data access through cloud deployment and offers new scalability features, allowing companies to take advantage of VDP without the drawbacks.
“By linking the VDP module in Automation Engine to Scantrust, we have created a framework for codes that makes it easy for converters to use,” says Paul Land. “Not only is this implementation the first of its kind, but it opens up possibilities that were previously difficult to realise.”
Because each flexible ePacConnect package contains a Scantrust QR code, each bag becomes an online enabler. The unique code on the package, which is smaller than a postage stamp, activates the Scantrust suite of connected goods and connected packaging tools. The accessible features range from consumer engagement tools to active brand and counterfeit protection. This requires scanning a secure QR code on the packaging.
“Scantrust provides each individual product with a unique digital identifier, adding complexity to pre-press and production,” said Peter Kostur, Scantrust Sales & Partnership Director. “Our platform enables anti-counterfeiting protection and improves traceability within the supply chain, as every single label, pouch or bottle can be traced, even if they are already in the hands of consumers,” he said. “Brand owners are using this digital interface technology to engage with consumers, integrate them into customer engagement platforms and customer relationship management tools, and streamline internal supply chain operations. Creating incentives for consumers to interact with products can not only significantly improve the relationship and trust between a brand and the consumer – crowdsourcing supply chain data can also contribute to further strategic improvement.
“Connected packaging production consists of three building blocks,” added Peter Kostur. “These include a variable QR code, as well as a mobile environment that enables user interactions and a platform where customers can manage the codes and product content and extract the data. However, every project starts with a question from the brand owners: how do we get the variable data for our product?”
Automation Engine makes it possible to integrate VDP requirements with just a few clicks of the mouse. “It’s now very easy to integrate VDP requirements into the process,” said Paul Land. “The process can even be done in the cloud, which further increases the flexibility of printing a job anywhere.
“Once the job data is entered, the information is usually passed to Automation Engine, which then acts as a platform between all the systems,” explained Paul Land. “Automation Engine brings all the data together, processes the variable data information and determines the quantities and parameters of the job. For example, if there are 100,000 records, the files and variable elements are expanded for printing. Then the template file is automatically adjusted to the required quantities – each with its own unique QR code – and prepared for production. Automation means a process that used to take hours or even days is now completed in minutes.”
Ryan Kiley, Director of Market Development, ePac Flexible Packaging, said the ability to produce VDP at scale, regardless of run length, was a game-changer. “Scale is the key point,” said Ryan Kiley. “Scale is something we can achieve through collaboration.” With a single click, clients can transform their packaging into an interactive platform that engages the consumer, provides proof of origin and protects the brand, while reducing the number of pre-press and production interventions.
“With VDP automation, we can accelerate our pace of growth as we add assets, people, systems, languages, currencies, substrates, structures and more technologies,” says Ryan Kiley. “And because Automation Engine is cloud-based, we have full control over our production. Our teams can access the files from anywhere, at any time, to keep operations running 24/7, ramp up or down production as needed, and redirect it to any plant around the world.”
“As a result, our ePacConnect service has produced customised, flexible packaging with connected packaging capabilities that require very little or no upfront costs, lower minimum order requirements and minimal technical preparation.”