Denmark-based machine manufacturer Werosys ApS is changing course and announcing a company name change to Refine Finishing. The new brand name was rolled out across all platforms on March 1, 2019.

With massive company-wide investments, Refine Finishing is ready to introduce a new, streamlined product program to the label and packaging world, continuing on the company philosophy of reshaping the finishing industry with smart, software-based solutions and bettering the conventional design approach, which typically starts with hardware engineering.

The baseline of Refine’s production is the digital domain. The company designs machines with a clear focus on automation through Industry 4.0, cloud computing, and Internet of Things. This allows for real-time monitoring of machines, full remote control through existing network infrastructures, and consolidation of machine and job data in the cloud. Data is used for problem-solving, preventive maintenance and machine efficiency reports, to name a few.

At Flexo & Labels 2019, March 19-21 in Sao Paulo, Brazil, visitors will get the first glance at the new Refine Compact product line – a user-friendly, efficient and productive converting solution, with a handful of attractive options. Refine Compact is one half of the streamlined product program, which also features the Refine Creative line, a modular and equally intuitive solution that allows custom configurations to meet the modern printer’s exact production needs and requirements.

Alongside the new company name, redesigned brand identity, and complete product overhaul, Refine Finishing is also restructuring and presenting a strengthened leadership team, spearheaded by CTO and founder Bjarke Nielsen and new managing director Henrik Haagensen. Furthermore, the company has secured a global expansion of its sales and service network, now represented in multiple showrooms across the globe and with a global team of service technicians standing by to assist current and future Refine product owners.

”With new structural changes, investments and product lines, we saw it as a natural development to rename the company and create a brand new visual identity. We landed on Refine – The clever way to convert, and we are really excited about it. Refine is what we do – improve and perfect labels and flexible packaging with intelligent converting and finishing solutions. Moreover, Refine is who we are – free in our approach to converting, rid of unwanted processes and focused on crafting the solutions that work for our customers. The new tagline is pretty simple too – our converting solutions are clever – we think software, automation, and efficiency first, and then we physically build the machinery. Not the other way around,” says Nielsen.