What makes for ideal packaging? It surprises. Inspires. Awakens desires – and still amazes you at second glance. Exactly like touchpoint packaging 2020.
Kristof van Cleemput Global Communications Manager Agfa
Rob Vermeulen Board Member epda
Brand owners repeatedly have to create this unique attribute and the surprise effect for their packaging. What sets precedents today can quickly become mainstream tomorrow. But that’s not the only thing that makes packaging an issue for the future. In fact, the world needs smart packaging that keeps food fresher for longer, that protects precious goods against damage during transport and foils thieves. Packaging whose elegant appearance is an incentive to buy and that distinguishes between originals and forgeries. touchpoint packaging 2020 shows you how it’s done.
The success of any packaging depends upon the harmonious combination of function and aesthetics. This occurs wherever designers, developers of printing and packaging technologies and print service providers, as well as suppliers of smart coatings and inks deploy their entire know-how. Where they contribute their most innovative ideas. And where young specialists with a fresh eye meet experienced practitioners who know how to get things done. This is precisely what you can expect from touchpoint packaging 2020.
Steering Committee Members
But just what is touchpoint packaging 2020? – in simple terms, it’s a special area at drupa. But it’s really much more. Since the spring of 2018, the brand owners Nestlé and Danone with seven market leaders from printing and packaging technologies, namely AGFA, BOBST, ESKO, HEIDELBERG, HP, KURZ and SIEGWERK have made up the steering committee for this initiative. Together they have been analyzing global trends and their consequences on packaging applications in the future. But they didn’t stop at an analysis. The partners will actually be developing and implementing specific packaging ideas. drupa will be following this process in the media up to their presentation at touchpoint packaging 2020. Together we will create a future lab for the packaging industry.
Together with young talents from the design scene, represented by the epda (european brand & packaging design association), the steering committee constitutes the core of a network in which brand owners, providers of print and packaging technologies, suppliers, processors as well as designers and agencies are welcome. Through an Advanced Partnership, these too can contribute their ideas and help with their implementation. In this way they can demonstrate that their company innovates and does not just follow trends. With a Basic Partnership they can show their presence at touchpoint packaging and prove that they are determined to address future trends instead of remaining simple observers. drupa will boost this message worldwide and use all available digital and analog communication channels to this end.
Statements Steering Committee
Packaging is the largest printing market already, and it is still growing while it evolves to meet the changing demands of brands, and ultimately consumers.
In line with our record of accomplishment as pioneering technology provider, and leveraging our core competencies and expertise, Agfa is dedicated to developing innovative, smart packaging printing solutions that add value and let brand owners increase efficiency and security, as well as grow their business.
The smart packaging printing solutions that we will be showing at drupa’s Touchpoint Packaging aim to inspire brand owners and designers, and to be a starting point for in-depth discussions.
As a pioneer of innovation in the field of packaging, BOBST is proud to partner with drupa touchpoint packaging. This unique experience will be one of the highlights of drupa 2020, giving converters, printers and brand owners the chance to experience the future of packaging in a very engaging way. Together, we can inspire and amaze. The road to Düsseldorf starts here – look out for more updates soon!
We are very pleased to join as multinational brand the drupa steering committee and look very much forward to be part of that high class board of members for creating the future of that extraordinary forum. I am convinced that we will be able to contribute in many ways as we are able to deliver state of the art cases and to provide insights of the fascinating packaging and printing processes we define alongside the needs of our customers and target groups… from now on, we will support our role as drupa ambassador for that project and are happy to be the generator of impulses in terms of successful campaigns, trends and innovations in packaging.
In view of epda’s objective to bring brand and packaging designers from all over Europe together, it is clear why we place such importance on fostering a dialogue between the various professionals across the supply chain. It explains why we are fully committed to the touchpoint packaging initiative and intend to play an active role in the forum, which will serve as a major hub for professionals. We are looking forward to sharing the designer’s perspective in the chorus of all parties to help develop visionary packaging solutions for the consumer of the future.
Touchpoint Packaging is the right initiative to promote packaging at drupa 2020. Packaging is the communication channel for global brands. The package communicates the brand message in a consistent way to the consumer, both on physical as well as on digital shop shelves. The packaging production process today is connected, digitized and automated. For Esko TouchPoint Packaging is a platform to demonstrate how its packaging solutions support and connect the entire supply chain. And that’s why Esko participates toTouchPoint Packaging at drupa 2020.
Heidelberger Druckmaschinen AG has been an innovative and reliable partner of the printing and packaging industry for over 160 years. As a key player in the packaging supply chain, we are proud to be part of drupa’s touchpoint packaging. touchpoint packaging will be showing a vision of the future, along with new challenges in the market. Heidelberg sets priority in this segment and pushes the digitized future of packaging. This exchange between packaging designers, brand owners and converters at touchpoint packaging will give us the opportunity to further satisfy the future requirements of the packaging industry and showcase forward-thinking packaging solutions.
Today more than ever, the role of packaging is changing. It is part of the consumer engagement and experience. Innovative printing technologies have the power to use packaging to inform customers, convey new ideas and support causes. It’s changing the relationship between a brand and its customers. Drupa touchpoint packaging will showcase how new technologies and innovations can transform packaging in a fast changing world. As HP Indigo, we are pleased to be part of this amazing project and we intend to showcase how new digitally printed packages are creating greater customer engagement, savings costs, optimizing the supply chain and making a difference to the brands’ bottom line.
As an expert for decorative and functional coatings, KURZ has always regarded design as a connecting element. Our hot stamping foils and surface finishes are a point of sensory contact between the product and its human user; between technology and aesthetics; between manufacturing and marketing; between protection and decoration. Or, to put it in another way: they reflect the product’s soul.
Being part of drupa Touchpoint Packaging will not only help us to pursue this objective but, even more, to join a powerful team of specialists, knowledge carriers and solution providers from a broad range of competencies. Together, we will form a strong network, aiming to define what the future of packaging might be. We will link together a team of thought leaders.
As an integral partner of the printing and packaging industry, designer and brand owner KURZ is eager to join when the future of packaging is being written. And this is what will happen during drupa 2020 – so let us all take up the drupa 2020 slogan and embrace the future.
Nestlé is delighted to be part of Drupa packaging Touchpoint. It is an exciting event for the packaging and graphics value chain to come together as an industry. Packaging Touchpoint is a unique opportunity to showcase solutions addressing the needs of our consumers and societal impact of packaging in an ever-changing environment.
As a globally leading provider of printing inks for packaging applications and labels we are making every effort to further shape the future of packaging. By supporting drupa Touchpoint Packaging we now join forces with other packaging experts along the supply chain. With this concentrated packaging expertise, the collaboration enables us to look beyond the own specialist field and channel our R&D activities to early address promising trends and visions of future packaging. For us as ink specialist this means to support and drive further packaging evolution by developing innovative ink solutions that meet future requirements of packaging designers, brand owners and converters.
Convincing packaging follows clear imperatives: “Inspire! Amaze! Deliver the unexpected!”. touchpoint packaging 2020 will exemplify these obligations. The future of packaging is at stake. In order for it to fulfil its protective, defensive function, it has to be surprising, intelligent and sustainable in the best way possible. Let’s show the world that we can do this!
touchpoint packaging Trends
Demography: more singles. More elderly. More city dwellers.
Two thirds of all mankind will soon be living in towns and cities. Urban retailers are supplying more and more single and senior households. Customers often make purchases on the fly.
Bulk packs are out of place here. Neat portions make shopping manageable and transportable and ensure that foods do not spoil once opened. Resealable packaging keeps things fresh and ensures a long shelf life and quality.
What’s more, customers are much savier in our media society. They read the information on the packaging and verify this in an app or on the Internet. The health-care sector in particular needs transparency: new packaging concepts are indispensable wherever an aging population meets digital health portals and trends such as personalized medicine.
The trend towards urbanization has a further dimension for packaging designers. City-dwellers live with a surplus of information, and often a surplus of goods too. Creative packaging design attracts attention in saturated markets. Personalization, customization as well as differently packaged versions of a product appeal to different target audiences at the point of sale - smoothing the way to commercial success.
Technology: more speed. More connectivity. More variety.
The pace of innovations is speeding up. Ideas for products are finding their way to customer faster than ever before thanks to short distribution channels on the Internet and global trade routes.
This places some high demands on packaging: Protection against damage in transit. Transport routes have to be made accountable per track & check. Protection against forgery has to be guaranteed. Because the traditional bonds of trust that evolve between manufacturers, dealers and customers no longer exist in e-commerce. Smart packaging will become the key to verify the authenticity of products. To envelop their validity. The printed information serves as orientation. Packaging thus becomes a key interface between online trade and the real world.
The way packaging is manufactured will also change. Automated processes will automatically adjust the size of boxes to the packaged products, guarantee the color management that is so important for brand owners and help change the design of the packaging in line with seasonal marketing campaigns. Digital and analog printing techniques will complement each other perfectly. Automated packaging workflows also offer the flexibility needed for Industry 4.0 and raise the interaction between manufacturers and customers to a new level.
Environment: more activity. More responsibility. More sustainability.
Modern packaging faces up to the demands of the sustainable society. 1.2 billion tons of food still perishes every year on its way to customers. Innumerable products are scrapped unused following damage during transit.
Packaging reduces this waste of resources by between 20 and 70 percent depending on the product.
Carefully-considered packaging designs are needed so that these do not become a burden on the environment themselves. Recycling has to be taken into account during the design phase and packaging materials have to be chosen very carefully. Metal, cardboard, glass or plastics differ in terms of weight, costs, durability or sensitivity to water and light. Packaging designers decide which material is best for a specific purpose based on the length of the transport routes, climatic conditions or the life span of the packaging. They are constantly on the look-out for innovative material and design ideas. These can be recyclable packaging, upcycling ideas or biodegradable materials. Intelligent packaging is part of the solution. What’s important here is that the designers and manufacturers think the environmental aspects through to the end for every new packaging.
Impressions touchpoint packaging 2016
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