In the competitive world of packaging design, few companies can claim the heritage of Bradford-headquartered Sun Branding.
With roots dating back to 1893, the packaging specialist has continually evolved through technological revolutions spanning three centuries.
Today, the company stands at the forefront of packaging innovation with a unique proposition that seamlessly blends creativity with cutting-edge technology.
Sun Branding’s philosophy is elegantly captured in its “Magic & Logic” approach – a methodology that marries creative brilliance with technological efficiency. This isn’t just marketing speak; it’s embedded in the company’s DNA and manifested through its proprietary technology solutions.
“Magic is the creative spark, the bright thinking that brings brands to life through vibrant packaging and storytelling,” said Robert Quigley, Technology Director at Sun Branding. “Logic transforms that creative thinking into reality, ensuring our ideas aren’t just imaginative but also practical and effective.”
What sets Sun Branding apart is how they’ve developed proprietary technology specifically designed for the packaging industry, created by packaging specialists rather than generic software developers.
At the heart of Sun Branding’s technological innovation are two complementary platforms: e-flow and e-volve, both informed by decades of packaging expertise.
“Our backgrounds aren’t just in IT – we are experts in packaging with extensive product and packaging development process experience,” says Quigley. “This means our technology solutions address real industry pain points that generic software simply doesn’t recognise.”
e-flow, the company’s end-to-end artwork management system, brings together people, content and data to optimize the packaging development process. The system maps business processes and critical paths, identifying opportunities to eliminate unnecessary manual tasks and introduce automation.
“By carefully examining existing processes and introducing smart automation, we can optimise efficiency and drive productivity,” Quigley added. “The system automatically informs users when tasks become available for them to complete, streamlining the entire workflow.”
The platform includes an advanced proofing tool that allows stakeholders to review and approve their artwork, with features like automated approval loops, deep zoom rendering, measurement tools with guaranteed accuracy and the ability to highlight multiple areas and attach annotations.
Complementing e-flow is e-volve, the company’s “revolutionary” automated packaging artwork tool. This platform automates the creation of packaging artwork from a single master SKU, delivering substantial efficiency gains for clients with large volume projects.
“e-volve automation produces and delivers artwork with minimal human intervention,” said Quigley. “The platform is designed to use data from any format or external spec systems, creating print-ready artwork in a fraction of the time across multiple different packaging formats and types.”
The results speak for themselves. Sun Branding has helped clients increase speed to market by 70% and reduce spend by over 50%.
What makes Sun Branding’s approach particularly interesting is how they maintain the balance between technological innovation and human creativity. In an age where AI and automation are sometimes positioned as replacements for human input, Sun Branding takes a more nuanced approach.
“We embrace technology to heighten creative effectiveness through our automation software and AI exploration,” says Quigley. “But we never lose sight of the ‘Magic’ in our equation – that human creative spark that technology alone cannot replicate.”
This philosophy is evident in how Sun Branding structures its workspace at its Albion Mills UK HQ in Bradford. The vast open-plan office features different zones dedicated to each stage of the process: creative, graphics, tech, legal and sustainability. Technology doesn’t replace these specialised teams but enhances their capabilities and connections.
“We’re client-centric, aligning to your process and goals,” Quigley said. “We know how to measure the value we create, build a smooth user experience, and minimize pain points because we’ve lived and breathed packaging for over a century.”
With the global packaging market forecast to hit $1 trillion by 2030, Sun Branding is well-positioned for continued growth. The company already works with major global brands including Walmart, Aldi, Bacardi, Flora Food Group and Nomad Foods.
“By combining packaging and retail expertise with strong technology know-how, we develop systems that don’t just solve problems but drive efficiencies for customers,” added Quigley. “Our technology constantly evolves to adapt to the changing landscape of the market.”
This evolution is part of Sun Branding’s continuous journey of innovation – from installing the latest scanning and engraving technology in 1953 to producing their first electronic artwork in 1988, and now pioneering packaging automation with e-volve.
As packaging requirements become more complex and sustainability concerns add new dimensions to the industry, Sun Branding’s approach of blending Magic and Logic through specialist technology solutions seems particularly well-suited to meeting these challenges.
