Innovative tool transforms packaging into interactive brand experiences and enables a direct dialogue with consumers

• Koenig & Bauer Kyana launches AURAVEO at DMEXCO 2025 in Cologne, transforming packaging into interactive brand experiences
• AURAVEO allows brands to have a direct dialogue with consumers through digital content on the packaging 
• Potential for increased ROI for brands thanks to precise and detailed data

Koenig & Bauer Kyana is presenting its new digital tool, AURAVEO, at DMEXCO 2025. 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. 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.

As the purely digital arm of Koenig & Bauer, 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, the new product 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.

“With AURAVEO, we are defining a new era of consumer engagement, enabling brands to create powerful, direct connections and dynamic digital experiences,” said Sandra Wagner, CEO Auraveo by Koenig & Bauer Kyana.

Significantly strengthening brands 

With AURAVEO, 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. AURAVEO relies on innovative technologies that go beyond static packaging designs. By integrating augmented reality and artificial intelligence, dynamic experiences can be created and adjusted at any time. This gives brands full control over the content, even when the products are already on the shelf, which is a revolutionary way to reach customers directly and always remain relevant.

Data for measurable success 

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.

Strategic alignment and live experience at DMEXCO

AURAVEO was first presented as a proof of concept at drupa 2024, where it received a positive response for its innovative combination of packaging and a digital brand experience. With the launch at DMEXCO 2025, Koenig & Bauer Kyana is now officially bringing the tool to the market and 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.

AURAVEO will be presented to the trade public for the first time at DMEXCO 2025 in Cologne. Brand representatives will have the opportunity to experience the tool live and see the possibilities for their own products. Interested parties can also arrange a personal consultation with the Koenig & Bauer Kyana team to discuss individual application possibilities for their brand together with the Brand Owner Management.