The Digital Packaging Revolution: Transforming Packaging with Embellishments

Joe Deboy, VP of Sales at Napco USA, joined Kevin Abergel on The Digital Embellishment Show to share a candid look at what’s happening in the world of digital packaging and embellishments. It wasn’t a scripted sales pitch — just a conversation between two people who genuinely care about where this market is headed.

Joe started by explaining how Napco’s journey with digital printing and embellishments began about five or six years ago. Back then, they were still figuring out how to integrate digital embellishments into the folding carton world. Even though digital print and digital embellishment looked amazing, there was always the challenge of finishing the box — cutting, folding, and gluing. Traditionally, that meant expensive steel rule dies, which could cost more than the product itself on short runs. Joe shared how Napco tackled this head-on by investing in high-speed laser cutting, eliminating the need for those dies altogether. “No steel rule dies, no tooling, no long make-readies,” he said. “Just faster, cheaper, more sustainable finishing.”

This innovation wasn’t just about technology for its own sake. Joe described how these digital tools — printing, embellishment, and now finishing — have opened up new possibilities for short-run packaging. In the B2 format, Napco can now do it all digitally, creating a trifecta that sets them apart from competitors who are still stuck in the analog world.

Kevin pressed him on where the real demand is coming from. Joe didn’t hesitate: cannabis, health and beauty, and startups. These brands are in crowded markets where packaging has to stand out to get noticed. But that’s not always an easy conversation to have with customers who are worried about cost. “Sometimes you’re talking about a dollar product going into a 75-cent box,” Joe said. “That’s tough math.”

Still, the value is there. Joe emphasized that it’s all about helping brands see that. “If you can get the consumer to pick up that box, they’re so much more likely to buy it,” he said. “There’s real science behind that. If they pick it up once, twice — each time, the chance of them purchasing goes up.”

Education is a big part of Joe’s job. “Some people have never seen this before. Even in the printing world, a lot of people still don’t know what digital embellishment is,” he said. That’s why every customer conversation starts with questions: What are you trying to achieve? What’s your goal? “You can’t just show them the shiny stuff,” Joe said. “You have to show them how it helps them sell more.”

Kevin was curious about scalability — one of the thorniest issues in digital embellishments. If a brand goes from a thousand boxes to half a million, can digital keep up? Joe was realistic. “Analog can’t always match what digital does, and vice versa,” he said. “We have to set expectations early. If they scale up, we might have to switch to analog. It’s possible, but it can get expensive.”

Joe talked about how that conversation with customers can sometimes be tricky, especially when the CFOs get involved. “You have to show them the data,” he said. “That 20 cents more per box can turn into 30% more sales. But you’ve got to have the numbers to back it up.”

Napco has even run A-B tests for customers, doing two runs — one with embellishments, one without — to see what actually sells better. The results are clear: embellishments work. But cost always comes back into the conversation. “It’s not the people I’m talking to directly who push back,” Joe said. “It’s the CFOs. They need to see the return.”

As they talked, Kevin asked Joe about the lessons he’s learned along the way. Joe didn’t hold back. “The biggest one? If you’re not adding embellishments, it might not be a fit for us,” he said. “We’re not trying to upsell someone who doesn’t see the value. But if they come in knowing they want that tactile experience — that’s who we love working with.”

This is what sets Napco apart: they’re not just selling boxes. They’re selling the emotional connection that comes with that extra bit of texture, that foil that catches the light, that raised UV that begs to be touched. Joe still gets that feeling himself when he sees a job come off the press. “Even after all these years,” he said, “it’s still amazing to see.”

Before wrapping up, Joe shared a sneak peek at what’s next for Napco: embellished corrugated boxes. It’s something almost nobody is doing right now, but Joe sees a huge opportunity for subscription services and influencer kits — places where the unboxing experience is everything. “We’re in the final testing phases,” he said. “Spot UV, maybe foil — it’s going to open new doors for our customers.”

Throughout the conversation, what stood out most was the way Joe kept coming back to value. “It’s not about pushing foil on everyone,” he said. “It’s about showing them how to create a moment that makes people pick that box up and feel something.” For Napco, that’s where the magic happens.

As they signed off, Kevin and Joe talked about seeing each other soon at Amplify, a big trade show in the printing world. “We want to help you bang the drum,” Kevin said, smiling. Joe agreed. “It’s about showing what’s possible,” he said.

For anyone listening, the message was clear: digital embellishment isn’t just a trend. It’s a way to turn packaging into a real competitive advantage — one that’s tactile, emotional, and built for a world where attention is everything. And for Napco USA, it’s a journey that’s only getting started.