Labelexpo 2024 Stall of the Day: HP

This digital press is capable of producing short-run, on-demand labels and packaging for a variety of applications, such as self-adhesive labels, folding cartons, shrink sleeves, lamitubes, pouches, and in-mould labels.

To highlight this, the stall had a showcase called HP Digital Super Market, where products manufactured using HP technology, such as labels, shrink labels, in-mould labels, folding cartons, and flexible packaging. 

Anand Ray, India Marketing Lead for L&P, HP, said the machine seamlessly integrates advanced capabilities into product packaging. This machine adapts effortlessly to any packaging requirement, from labels to flexible pouches and cartons, embedding essential security features like QR codes, variable data, or invisible ink in a single step — no additional printing units are necessary.

According to Anand, this technology enhances brand identity by allowing labels to completely cover the product, strengthening brand recall for customers. It’s ideal for producing diverse product variations (SKUs) without the need for traditional prepress elements like plates or cylinders. "It’s as simple as pressing print, just like a home printer," he added.

Versatile and efficient, the machine prints on substrates ranging from 12 microns up to 450 microns, including materials like LDP, MDP, BOPP, and PET. This flexibility enables brands to save on setup costs, reduce material waste, and avoid complex colour calibration. Traditional printing methods require specialised equipment—such as Flexo or rotogravure—for each type of task, but this machine consolidates all of these capabilities into one, making it an efficient, waste-reducing solution.

Anand emphasises that every print is perfect from the start, saving time and cutting down on the costs of increasingly expensive materials. The machine even supports personalised packaging for events or celebrations, where each guest could receive a custom-printed item within days.

With this all-in-one machine, brands can streamline production, save resources, and make a lasting impact through enhanced packaging and presentation.