As label converters diversify their pressrooms, digital printing has emerged as a key technology of interest. With flexo already in tow at most shops, future investments typically include digital – and all the benefits that come with it.

Digital label printing has not remained static, though. Even in just the past few years, digital has significantly improved. Xaar company Engineered Printing Solutions (EPS) has prioritized the inclusion of embellishment to help bolster product packaging.

“Digital printing has made significant inroads in the North American label sector, particularly as brands push for shorter runs, more personalization, and faster turnaround times,” explains Tom Bertke, sales manager for the Xaar Versatex Printbar, North America. “However, one area that has lagged behind is embellishment—the ability to add high-opacity whites, textured varnishes, cold foils, and creative finishes in a digital workflow.”

Traditionally, converters have used analog processes, which are effective but often slow, waste-heavy, and costly for shorter jobs. Plus, embellishment needs a solution that can reach press speeds while delivering varnishes, white, and foil that rival flexo and screen.

“The feedback from converters and brand owners has been clear: there is strong demand for screen-like coverage and premium decorative finishes in an inline digital process,” says Bertke. “The ability to achieve effects such as 85% opacity whites at production speeds or combine multiple varnish textures in one pass has been particularly well received.”

As a partner, EPS and Xaar provide not just the hardware, but also the integration expertise, workflow tools, and service support that enable converters to adopt these capabilities seamlessly.

The Versatex Printbar

The Versatex Printbar allows label converters to produce creative, eye-catching labels that stand out on the shelf. Digital embellishment is designed to boost profit margins and provide a competitive edge for brands.

The Versatex Printbar addresses the gaps in the market by bringing digital embellishment directly into the label and flexible packaging production line. It allows converters to digitally print whites with up to 85% opacity, high-build varnishes up to 100 µm, and even combine gloss and matte effects in a single pass.

“This dramatically cuts setup time compared to analogue methods—five minutes versus 40 minutes in one comparison—and boosts utilization by as much as 30%,” states Bertke. “For converters, that translates to faster turnarounds, lower costs, and a broader range of creative options for brand owners. In addition, demanding print effects such as varnish and cold foil embellishments are also available digitally.”

The Xaar Versatex includes a number of print modes for adding varnish embellishments. The most recent evolution of the Versatex Printbar introduces a new “High Creativity” print mode, which enables three distinct varnish effects—such as gloss, matte, and textured—simultaneously in a single pass.

“Earlier modes were already capable of high quality, high productivity, and high build, but this new mode expands creative possibilities without sacrificing efficiency,” says Bertke. “The Versatex Printbar also integrates the latest Xaar Nitrox printhead technology, delivering more consistent jetting with its unique High Laydown Technology higher viscosity inks, expanded laydown, and advanced TF Technology recirculation for reliability.”

Growing in North America

EPS is a natural extension of Xaar’s mission to drive inkjet innovation into new markets. In North America, the focus is on helping label and packaging converters adopt digital embellishment at scale. The goal is to help producers overcome traditional bottlenecks in embellishment and bring the speed, flexibility, and sustainability of digital to every stage of their workflow.

“By reducing setup times, increasing productivity, and expanding creative options, the Versatex Printbar opens opportunities for converters to differentiate themselves in high-value markets such as wine, spirits, cosmetics, and premium consumer goods,” remarks Bertke. “Looking ahead, EPS will continue to expand its portfolio of digital solutions—always with an eye toward sustainability, faster turnaround times, and enabling customers to deliver more value to their brand partners.”

The company plans launch numerous backwardly compatible extensions of the Versatex in the coming year. “I want to be part of the digital embellishment revolution, and be with an innovative team like EPS that is local to the market, with access to world class technology from a leader like the Xaar Group,” adds Bertke.