Koenig & Bauer Kyana has officially launched Auraveo, a digital platform designed to connect physical packaging with digital brand experiences. The tool is being presented to the public for the first time at DMEXCO 2025, following its initial proof-of-concept debut at drupa 2024.
Auraveo is a cloud-based platform that enables packaging to function as a digital communication channel, offering brands the ability to personalise customer interactions, gather user data, and adapt content dynamically through technologies such as augmented reality and artificial intelligence.
“As packaging becomes more than just a physical product wrapper, we see an opportunity for brands to use it as a touchpoint for direct consumer engagement,” said Sandra Wagner, CEO of Auraveo by Koenig & Bauer Kyana. “Auraveo gives brands the tools to offer more relevant, data-driven experiences.”
The platform works by allowing consumers to interact with product packaging via smartphone or other connected devices. Each scan of a product equipped with Auraveo generates data on user engagement, preferences, and behaviour. This enables brands to adjust marketing campaigns in real time and segment audiences more precisely.
Wagner added, “With Auraveo, brands maintain full control of the content—even after products reach retail shelves. That flexibility allows them to stay responsive and relevant in a fast-changing market.”
The platform is part of Koenig & Bauer Kyana’s broader digital strategy. As the digital unit of the Koenig & Bauer Group, Kyana focuses on two main areas: machine-specific software solutions for printing and packaging companies, and consumer-facing tools like Auraveo that bridge the gap between analogue and digital brand experiences.
According to the company, Auraveo addresses growing expectations around transparency, personalisation, and sustainability in consumer engagement. While the initial focus is on brand and marketing applications, the company is exploring additional use cases in the broader packaging ecosystem.
