Hybrid Software launches new BrandZ Business Unit

Packaging Solutions Software Solutions

Hybrid Software has announced the formation of a new business unit to provide hosted artwork management and 3D visualisation solutions for brands and consumer packaged goods companies. The first industry events for the new unit take place this week: London Packaging Week, and EuroPack Summit 2024 in Montreux, Switzerland. Hybrid Software BrandZ will be based in Gent, Belgium with dedicated sales and support teams based in western Europe and North America.  

The flagship product for the BrandZ unit is Artflow, a comprehensive, SaaS based artwork management solution that helps users manage their large portfolios of complex graphical projects. Artflow provides powerful 2D and 3D visualisation and approval technology based on Hybrid Software’s ProofScope software, combined with brand specific tools for detailed briefings, project scheduling, and much more. Artflow can be integrated with ERP, CRM, or DAM systems through its core API. Dedicated 3D solutions including Capture3D and iC3D round out the BrandZ product offering.

Igor Vandromme, vice president and general manager of Hybrid Software BrandZ, said: ‘Our year long partnership with TGS has shown that brands and retailers have many unmet needs for artwork management and visualisation tools, both for flat artwork and 3D. Being part of Hybrid Software gives us access to a wide software portfolio and technology stack, allowing us to address those needs. For example, our recent collaboration with Diageo for point of sale printing of unique custom labels on Johnny Walker bottles was a strong success that will be repeated in the future. With thousands of brands who do not have their own solutions for artwork management, we expect rapid growth in this segment as we add additional sales and support resources around the world.’

Group CEO Mike Rottenborn added, ‘Hybrid Software’s core mission is to develop innovative enterprise production software for packaging converters and trade shops. Extending our reach into the brand and consumer packaging goods space is a natural extension to power future growth. The expertise of trade shops and packaging converters is critical in providing high quality printed labels and packaging, but many brands want to manage their own artwork. We are taking a true ‘hybrid’ approach that provides the right tools for both brands and printers to drive efficiencies and improve quality in package printing.’