Greater versatility, shorter response times and new creative opportunities for brands. These are the reasons behind NCI Packaging's decision to adopt SACMI DMD digital metal decoration technology: a solution that brings digital printing directly to the metal substrate, complementing the traditional offset process.
                                                                                                                           
A leading metal decoration and printing player in the Oceania region, NCI Packaging has long been a industrial and food packaging innovator. At present, it is playing a pivotal role in the introduction of digital metal decoration to Australia and New Zealand. Frauke Tyrrell, CEO of NCI Packaging and President of the International Packaging Association, illustrates how things are changing. 

A more effective response to new market trends
NCI Packaging sees the introduction of SACMI DMD technology as a new chapter in the company's development strategy. "Decoration has always been a vital aspect of our business. SACMI DMD technology, however, takes us to the next level: we’re bringing digital printing directly onto the metal, with levels of versatility, quality and control that would have been unthinkable even just a few years ago. It's a natural strategic progression: digital printing isn’t a replacement for the offset technique but, rather, complements it, letting us respond to new market requirements more effectively".

A simpler process, greater scope for customization
According to NCI Packaging, one of the crucial advantages of digital printing is that it simplifies the production process. Elimination of the plates and much shorter start-up times have a direct impact on lead times and the ability to respond to the market.
“This technology even lets us manage small batches effectively, making previously ‘complex’ production runs economically viable. What’s more, there’s plenty of scope for versioning and customization, creating new opportunities for brands by, for example, running targeted campaigns and having limited production runs", adds Frauke Tyrrell.

New prospects for creativity and design
The advantages of digital decoration also extend to metal packaging design. A broader color range, surface effects and innovative finishes push back the creative boundaries so that brand ideas can be faithfully translated onto a complex substrate like metal. “This means we’re able to provide customers with even closer support, strengthening NCI's role as a true partner in the development of each individual packaging line”, emphasizes Frauke Tyrrell.

A paradigm leap for the industry
As President of the International Packaging Association, Frauke Tyrrell, believes digital technology will be a key driver of the industry as it bolsters the distinctive characteristics of metal packaging - such as its infinite recyclability - and makes it more attractive, dynamic and, therefore, competitive compared to other materials. “The International Packaging Association pursues this vision globally and technologies like SACMI DMD are set to play a crucial development role”, explains Tyrrell.
NCI Packaging sees the sector moving away from a model based on large, standardized volumes towards one that’s more flexible, creative and time-to-market-oriented. This is why “digital printing isn't just a new production technology: it’s an enabler of new business models and brand relationships that will drive the evolution of metal packaging and open up new opportunities for the entire industry.”