Case study – Steurs’ 360-degree approach broadens flexo

Steurs’ R&D leads to S-Dot innovation

Steurs flexo press bureau

An anniversary is a time for reflection: a time to pause, look back, and see how far one’s come. Steurs Graphic Solutions can look back a long way — 70 years, to 1949, when the two Steurs brothers started what has become one of Belgium’s leading packaging prepress houses. The backward look will be a short one because all eyes at the Antwerp-based business are firmly fixed on the present and the future — ‘on continuing to create solutions for today and tomorrow,’ as the company’s tagline has it.

Steurs gebouw
Steurs Graphic Solutions, one of the leading prepress bureau of Belgium


Those solutions have to do a lot in today’s packaging market, says general manager Dirk Cantens. “We work across all three processes — gravure, offset and flexo — and the full spectrum of packaging materials: metal, plastic, folding cartons, glass, and foil. Not only are we operating in a constantly changing sector, but one where every brand, printer, and converter has its own needs. Every environment is different.” He adds, however, that there are some challenges that all these players face. “To stand out, packaging has to make an impact. We call it ‘getting to the heart’ of the consumer. And the impact is a combination of things — color, image quality and, of course, creativity.”

Dirk Cantens, general manager of Steurs

R&D makes the difference in impact


Steurs offers its clients all three, positioning itself as a 360-degree service provider of prepress, premedia, and creative design. Since 2014 a further string to the Steurs bow has been the R&D department tasked with solutions development. Explains Cantens, “R&D is critical to our philosophy, which is that to be a serious prepress partner, you have to be able to innovate — to develop tailor-made solutions to customers’ challenges. The department works closely with our sales and production managers, and is almost always at the table when we’re talking to brands and converters. We believe we’re the only prepress supplier in our region that does this.”


So how does the approach work on a typical project? After the initial briefing, R&D creates a project plan to establish the steps needed to develop and implement the proposed solution: custom testing on the press, followed by in-depth analysis. Next, Steurs engineers the screening and or color management solutions — branded as S-dot and S-color respectively — needed to deliver the project and submits recommendations to the customer. After sign-off, the solutions are implemented into the workflow. 

In-house creative and prepress broaden flexo’s appeal


S-dot was among the first products of Steurs’ R&D investment and illustrated the thinking behind the decision to set up the department. The initial objective, Cantens explains, was to broaden the appeal of flexo to brands and converters. “It’s accepted that flexo has advantages over offset and gravure — lower cost, greater flexibility as regards substrates, and shorter lead times — and these are all important to brands and their printers. But in the past, doubts about print quality and consistency outweighed them — things like lower densities and flexo edges.

Steurs won a gold award at the inaugural Kodak Global Flexo Innovations Award


“That changed when Flexcel NX arrived on the scene, and in the last decade, flexo has come on leaps and bounds. So we decided to make NX the platform for a new strategy to promote flexo as an alternative to the other processes, and made it a priority for R&D to develop solutions for high-quality flexo to increase its quality and stability.”


He describes S-dot as a group of screening technologies that Steurs applies to Flexcel NX to control ink transfer and dot gain either locally — in specific image areas — or across the plate. “This means we can print variable densities of the same color on the same plate, reproducing higher densities for solid colors while reducing dot gain in screened areas. There’s no edge on barcodes, and text is sharper. Whatever the substrate, we can guarantee these results. Today, more and more brands are convinced of flexo’s benefits, quality concerns have faded, and they’re willing to consider moving products across.” 

“We simply show them”


Asked how Steurs makes a case for flexo to brands and converters, Cantens’ reply is concise, “We simply show them. We have an increasing number of successful projects in our portfolio, and these show what’s possible — the faster time-to-market, the lower costs, and so on.”


Steurs can also show prospective customers an expanding awards cabinet, home to a Benelux Packaging Innovation Award (for S-dot), and a gold award in 2018’s inaugural Kodak Global Flexo Innovation Awards. The entry, printed CMYK on high-shrink PET-G material, was a joint project between Steurs and printer Helios Packaging, with whom Steurs has worked since 2016. The relationship came about when Helios — predominantly a gravure producer of shrink sleeves — decided to focus 100% on flexo.


This radical change in strategy was driven by three new customer requirements: shorter lead-times, shorter runs, and greater cost-efficiency. “It was a bold decision by Helios,” says Cantens, “but one based on a clear understanding of how the market is changing, particularly the retail sector where most of Helios’ business is. It was made with eyes on the future.” Approaching Steurs was a natural next move, and the last three years have seen steady progress in testing and fine-tuning new S-dot technology, including extending its application to shrink-foil.


The result is a growing number of brands looking seriously at flexo as an alternative to gravure and offset. “We don’t need to sell aggressively,” says Cantens. “Usually, the samples speak for themselves, and all that the brands ask of us is that the flexo result is equal to, or better than, gravure and that the design doesn’t have to change.” He acknowledges that there remains a lingering perception that quality is an issue, but says it’s fading with every successful gravure-to-flexo conversion. “Each day, we’re proving the opposite.”


The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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