Article courtesy of Pack & Label Around
By Olivier Ketels
Bobst has its roadshow. Hybrid Software has its Fusion Packaging Summit. This packaging-focused event was officially launched on April 22 by its founder Guido Van der Schueren, head of the board, and CEO Mike Rottenborn. Nearly 200 participants registered for this three-day event, which has proven successful by mixing technical conferences, short presentations, and exhibitor booths. As a bonus, three workshop visits were included: Intergrafika (folding carton, leaflets, and labels), Geostick, which has built a “best-in-class” label production workshop in terms of automation. Both companies have leveraged Hybrid Software’s solutions. Some participants also visited AV Flexologic, a Dutch company specializing in plate mounting machines.
Hybrid Software teams showcased the latest innovations in PACKZ, whose version 11 (due in June) includes new features, including the surprising PACKZMax, which integrates the Harlequin RIP from the same software developer. It’s a world first to see rasterized output directly within a graphic design application. On the first day, presentations from HP, Bobst, Arden Software, Conics, Infigo, and ECO3 all referenced developments in AI. Hybrid Software is deeply invested in this area, with upcoming enhancements for Packimizer (layout optimization for labels and flexible packaging) and Pactions (automating repetitive operator tasks).
PACKZ, the Backbone of Packaging
While CLOUDFLOW acts as an air traffic control tower for all file traffic, PACKZ remains the workhorse, handling a growing number of files faster. Hybrid Software follows a Swiss Army knife strategy: why use ten different vendors (each with their own interface) when all tools can be integrated into one user-friendly graphic interface?
PACKZ started 13 years ago as a simple but powerful idea: a native PDF editor. The leadership, driven by Guido van der Schueren, believed PDF would become the standard in the graphic chain. Designs can be edited directly within PACKZ, which is a specialist tool—unlike Adobe Illustrator, a more generalist application.
Over the years, PACKZ has added modules and libraries:
- GMG for color profiling automation
- VDP for variable data processing
- Packimizer and Pactions for layout and task automation
- IC3D for high-fidelity 3D modeling
Printers can pick the modules they need. For example, Packimizer recently added features to optimize printed surface areas. Pascal Wybo (Product Manager) and Patrick Coussement (CTO) introduced the lane planner, optimizing each press length to reduce material waste.
Diageo Harnesses AI for Johnny Walker
The global beverage distributor launched several projects for Johnny Walker using large-scale AI-driven design. One such project, Project Halo, involved printing digitally-generated Scottish landscapes created by AI based on a few key visual elements. Hybrid Software participated in this campaign.
For Diageo, event marketing and gift markets (worth $96B globally) drive such digital projects. Bottles were directly digitally printed on glass. According to their project lead, these aren’t “small-scale platforms”—they require significant time and resources but mark a revolution in co-creation.
Adding More Intelligence to Pactions
The new PACKZMax module (June release) fills a critical gap. “We think this RIP module, based on our well-known Harlequin software, will be especially useful for smaller print shops,” said Olivier Moeyersoms, GM France. With PACKZMax, operators can RIP files directly for CTP (computer-to-plate).
Although modules are priced individually, Wybo points out some become standard or cheaper over time as they integrate into PACKZ’s core.
Next steps: AI will soon enhance Pack Actions Lists and potentially leverage CF2 file extensions to define structural details like crease angles on folding cartons.
Automating VDP Workflows
In a live demo, Wybo and Moeyersoms showed how PACKZ + CLOUDFLOW can automate variable data processing. Patchworker in PACKZ handles graphics variations, while CLOUDFLOW supplies data. Barcodes are created in PACKZ, and 3D previews are rendered with IC3D.
The workflow is now seamless. Data sources include CRM, MIS/ERP, or e-commerce platforms via Content XML. In just 10 minutes, participants saw results on their phones.
A Control Tower with Eyes Everywhere
CLOUDFLOW efficiently manages file exchanges and validations and includes tools specifically for flexo plate preparation. One such tool, IntelligentFlexo, optimizes screening to improve ink laydown. The Velvet screening method produces a more advanced stochastic screen than the older HXM and adapts the smallest printable dots based on job requirements.
Anass Rhaddioui, CEO of Moroccan flexible packaging firm Anaprint, highlighted benefits like reduced ink use and drying times. Australian firm Rollspack had similar success with help from Xsys.
The suite also includes Tectonics for minimizing waste when composing plates, eliminating the need for separate apps.
GlobalVision: 100% Software-Based Inspection
GlobalVision, a Canadian SaaS firm, showcased its inspection and AI capabilities at the summit. CEO Brandon Malz explained how they support demanding industries like pharma and medical devices, where hardware-based systems like BST, Baldwin, or AVT fall short.
Their VerifyAPI now integrates with Hybrid CLOUDFLOW, using AI to inspect printed packaging. Their GVD app helps printers verify sensitive or high-value printed materials.
Digital Printing: Challenges with Long Runs
Marco Boer from IT Strategies discussed digital printing’s uphill climb in packaging. Despite the buzz, digital printing (toner or inkjet) only represents 1.2% of packaging volume (2024–2029 forecast: 1.6 billion m²/year). Most digital print remains in commercial print, large format, and labeling. Flexible packaging may grow 5–7% by 2026, and 10% by 2029. Despite the top 8 digital press makers holding 80% market share, their revenue has dropped from $120B (2008) to a projected $80B (2024).
Still, Boer sees specialty digital print as profitable—if printers invest upfront in data workflows, digital learning, and sales efforts.
To rival flexo in speed, he suggests reducing digital press resolution. Covid has made brands more open to supply chain shifts. But for long runs, brands scrutinize ink compliance, sustainability, and legal risk. Flexo and gravure still dominate for packaging requiring barrier layers (moisture, grease, oxygen).
Laminating digitally printed packages is possible—but costly.
