Koenig & Bauer ‘revolutionises’ brand communication with new digital tool on packaging | 15-01-2026 |

Koenig & Bauer Kyana gave a first public viewing of its new digital tool, AURAVEO, at DMEXCO 2025 one of Europe’s leading digital marketing & tech events, held in Cologne, Germany. With this tool, the company is expanding its digital portfolio to include the Digital Experience Platform, which was first showcased as a proof of concept at drupa 2024, it reveals.

AURAVEO transforms packaging into interactive communication channels, provides valuable insights into consumer behaviour, increases the return on investment of marketing campaigns, and allows for a personalised brand experience through one-to-one communication. In doing so, Koenig & Bauer Kyana is demonstrating how the industry can be made fit for the future, in line with the growing demands of both brands and consumers, it claims.

The possibilities are endless, with seasonal offers, competitions, limited editions and much more – and brand owners can easily change this content within seconds in the AURAVEO Brand Portal and thereby make it visible on the product packaging.

As the purely digital arm of Koenig & Bauer (a longstanding AIPIA member) Kyana combines two complementary product lines. On the one hand, there are machine-specific solutions that increase efficiency, quality, and automation in printing and packaging companies. On the other hand, AURAVEO is specifically aimed at brands and bridges the gap between analogue packaging and the digital world. The tool opens up new possibilities for reaching customers directly, strengthening brand loyalty, and successfully mastering the growing challenges of consumer expectations, transparency, and personalised experiences, says the company.

With the new product, brands can make their communication more approachable and individual. Each package becomes an active channel that speaks directly to customers and can be flexibly used for content. It relies on innovative technologies that go beyond static packaging designs. By integrating augmented reality (AR) and artificial intelligence (AI), dynamic experiences can be created and adjusted at any time: it transforms the static packaging information into dynamic brand experiences that are visible directly on the product packaging. This gives brands full control over the content, even when the products are already on the shelf, which Koenig & Bauer believes is a revolutionary way to reach customers directly and always remain relevant.

Each scan with AURAVEO provides information about consumers and their interactions with the packaging. Brands gain valuable insights into preferences, purchasing behaviour, and usage patterns, allowing them to precisely segment campaigns and optimise marketing activities based on data. This creates measurable added value that strengthens customer loyalty, enables personalised offers, and significantly increases the ROI of marketing activities.

With its launch at DMEXCO 2025, Koenig & Bauer Kyana now officially brought the tool to the market and says it is tapping into its growth potential beyond traditional printing companies. This strategically expands Koenig & Bauer's business area, meets the increasing demands of brands and consumers for digital experiences, and shows how the industry can be made fit for the future.

During the show AURAVEO was recognized by industry leaders as one of the TOP 3 startups in the world of digital marketing. The competition is organised by StartupValley Magazine.

ALL AT AIPIA/AWA SMART PACKAGING WORLD CONGRESS 2026