The packaging industry is undergoing a fundamental shift. As e-commerce expands and consumer expectations rise, brands want more than brown boxes. They want packaging that tells a story, enhances the unboxing experience, carries variable messages, and does it all with speed and sustainability. For converters, that shift has created both opportunity and challenge.

Traditional workflows — printing labels, applying them to plain cartons, managing multiple SKUs, and wrestling with long changeovers — aren’t built for the agility and graphic demands of today’s supply chain. Labels, once the quick f ix for versioning and branding, now add unnecessary complexity, cost, and material waste.

That’s why the Packsize® EFI™ X5® Nozomi® is attracting so much attention. As the world’s first fully automated system to combine right-sized box production with single-pass, full-color digital printing, it represents a new way forward. By printing directly onto corrugated board, then cutting, folding, and gluing in one continuous process, the X5 Nozomi eliminates the need for labels altogether — while giving converters and brands a new level of flexibility, efficiency, and visual impact.

Labels Are Becoming Obsolete

For decades, labels served as the bridge between plain packaging and branded communication. They allowed brands to add variable information, retailer-specific graphics, and regulatory marks without redesigning entire boxes. But labels come with trade-offs:

  • Material use and adhesives increase costs and complicate recycling.
  • Extra production steps slow down lines and introduce bottlenecks.
  • Limited coverage means branding is confined to a small space, leaving most of the box as wasted real estate.

The X5 Nozomi changes that equation. With the ability to print high-resolution, full-panel graphics directly on corrugated, converters can deliver both functional and marketing requirements in a single pass. Variable data printing – once the domain of applied labels – is now built directly into the box itself. Every carton can carry changing artwork, regulatory marks, or customer-specific information without an extra label, an extra pass, or added cost.

This shift transforms packaging from a container plus-label to a single, fully branded piece, maximizing efficiency while opening new doors for customization and consumer engagement.

A Fully Automated Converting Line

At its core, the X5 Nozomi isn’t just a printer; it’s a complete packaging production line. The system integrates Packsize’s award-winning X5 On Demand Packaging® automation with EFI’s proven Nozomi single-pass digital inkjet technology for corrugated.

Here’s what that looks like in practice:

  • Print – High-resolution, full-color graphics are applied directly to corrugated board using EFI’s extended-gamut CMYKO LED inks, which are GREENGUARD-certified and VOC-free.
  • Cut, crease, fold, and glue – The same line then converts printed sheets into finished cartons, ready to pack.
  • Output speed – From file to finished box takes as little as six seconds, with throughput up to 600 boxes per hour.
  • Smart workflow integration – Direct job feeds from e-commerce or warehouse management systems streamline fulfillment operations.

What emerges is a “plain board in, branded box out” workflow that minimizes handling, reduces labor needs, and enables an operator to manage multiple lines simultaneously.

Short Runs, SKU Proliferation, and Profitability

For converters, one of the biggest challenges today is the explosion of SKUs. Seasonal promotions, retailer exclusives, co-branded campaigns, and localized graphics mean that brands expect more versioning than ever before. In a label-based workflow, that means added inventory management, longer setup times, and declining margins on short runs.

With the X5 Nozomi, converters can say “yes” to these jobs profitably. Because there are no plates or dies to change, SKUs can run back-to-back with minimal downtime. Short runs that were once unprofitable — a few dozen cartons for a retailer-exclusive or hundreds for a regional launch — can now be produced cost-effectively.

This positions converters not just as suppliers, but as agile partners who can help brands capture market opportunities without operational roadblocks.

Variable Data and On-Box Advertising

Perhaps the most transformative capability of the X5 Nozomi is variable-data printing. Every box can carry different text, graphics, codes, or images, making packaging a dynamic marketing channel instead of a static container.

Examples include:

  • Localized graphics tailored for specific markets or regions
  • Retailer-specific promotions for grocers, club stores, or e-commerce partners
  • Personalized campaigns for direct-to-consumer brands • QR codes linking consumers to exclusive content or offers
  • Regulatory marks and compliance information printed on demand

This all also enables On-Box Advertising (OBA), turning corrugated cartons into media. A shipping box is no longer just a protective shell; it becomes a direct line to the consumer, capable of driving repeat purchases, building brand loyalty, and even enabling co-branded campaigns with strategic partners.

For converters, OBA represents an entirely new revenue stream. It elevates packaging from a cost center to a measurable marketing asset, and positions converters as strategic enablers of customer engagement.

Sustainability by Design

Sustainability has become a non-negotiable in packaging. The X5 Nozomi helps converters meet and exceed customer expectations in several ways:

  • Right-sizing: Integrated automation ensures each box is made to fit the product, reducing material use by up to 26% and void fill by up to 60%. This improves pallet density and lowers freight emissions.
  • Eco-friendly inks: EFI’s VOC-free, GREENGUARD-certified inks ensure that printed cartons are safe, fully recyclable, and aligned with brand ESG commitments.
  • Lower environmental impact: Compared to analog printing methods, the Nozomi digital printing can reduce global warming potential (GWP) by up to 50%.

For converters, these sustainability benefits aren’t just compliance measures — they’re a competitive edge in winning and retaining brand customers.

Smart Integration and Global Support

Behind the technology is a focus on integration and scalability. The X5 Nozomi works seamlessly with PackNet® optimization software, which ensures every job is produced with maximum efficiency and minimal waste. For converters managing high volume e-commerce accounts, this automation translates into faster fulfillment with fewer errors.

And with the global support infrastructure of both Packsize and EFI, converters can rely on tailored solutions, from workflow optimization to long-term technical service.

A Platform for Growth

The flexibility of the X5 Nozomi makes it a growth engine for converters of all sizes. Large-volume customers gain throughput and consistency, while smaller or emerging brands benefit from affordable access to premium short runs. That versatility allows converters to diversify their customer base and capture opportunities across retail, e-commerce, and direct-to-consumer markets.

In essence, the platform enables converters to operate in two modes simultaneously:

  • High-volume production of shippers and core cartons
  • Agile short-run production of high-impact, versioned or promotional packaging

Changeovers take minutes, so small jobs don’t disrupt the flow of large orders.

From Supplier to Strategic Partner

The packaging landscape is changing fast. Brands don’t just want boxes; they want packaging that works harder, communicates more, and aligns with sustainability goals. Converters who can deliver that will become indispensable partners.

The EFI X5 Nozomi makes that possible. By eliminating labels, automating the full converting process, enabling variable-data campaigns, and supporting sustainable practices, it helps converters grow margins, win new business, and redefine their role in the value chain.