Gravure, Sustainability & What's Next – Interview with Gundlach CEO Oliver Bruns
A couple of weeks ago, our CEO David Möller sat down with Oliver Bruns, CEO of Gundlach Packaging Group, to talk about the future of packaging.
They covered a lot of ground:
From material trends and regulatory pressure, to gravure’s strengths, its perception problem, and what leadership looks like in today’s industry.
What followed was a refreshingly honest take on where packaging is headed—and where gravure fits into it.
A Company in Motion
Since taking over at Gundlach, Oliver has focused on rebuilding—not just systems, but belief.
“New positioning, a new way of working, but most importantly—you can feel the change in our people. There’s belief again. You see it in the sparkle in their eyes.”
That shift in culture, he says, has helped the team move faster and focus sharper. The goal? Simplicity, transparency, and customer proximity.
The Push and Pull of Material Trends
The material debate is far from settled. Oliver sees the tension clearly.
“We saw a strong move to fiber-based packaging—but now, depending on the product, plastic is coming back. The pendulum is still swinging.”
While many are chasing sustainability goals, some are pulled back by performance, cost, or regulatory inconsistencies. The key, Oliver says, is staying flexible.
And that includes understanding the growing power of private labels.
“Private labels are pushing harder, reacting faster, and challenging the entire system. It’s no longer just about the big brand owners.”
Sustainability vs. Cost Pressure
We all know the ambition is there. Brands want to be more sustainable. But Oliver is realistic:
“Some companies are in survival mode. Even if they want to go green, margin pressure makes it difficult.”
Still, he believes the long-term direction is clear:
Sustainability will continue to shape how packaging is designed and produced—even if progress isn’t always linear.
Why Regulation Matters
Consumer education has its limits. Most people can’t (and shouldn’t be expected to) understand whether a pack is mono-material or a multilayer structure.
“We can’t expect consumers to navigate this alone. We need clear, Europe-wide rules that everyone in the supply chain can follow.”
Oliver supports regulations like the Packaging and Packaging Waste Regulation, not because they make life easier—but because they provide direction.
Gravure: A Strong Base with Room to Grow
Oliver still sees gravure as a strong player—especially when quality and consistency matter. But he’s also clear-eyed about its weaknesses.
“Gravure delivers amazing results on long runs. But in short runs, it’s not always cost-competitive. That’s where we need innovation.”
He also believes the perception of gravure as “unsustainable” is outdated.
“Gravure is much more sustainable than people think. Reusable cylinders, closed loops, and technologies like Chrome NEO are already making a difference.”
In fact, Gundlach has been running tests with alternative cylinder coatings and laser engraving to explore how gravure can become leaner, greener, and more responsive.
What’s Coming Next?
Oliver shared a few key trends that are shaping the next chapter of packaging:
🔹 Functionality: Beyond the surface—how coatings, inks, and substrates interact
🔹 Aesthetics: Clean, natural design is replacing busy, overprocessed artwork
🔹 Consistency: Brands expect quality, every time
🔹 Automation: Especially in flexo and offset—but gravure is catching up
🔹 Efficiency: Faster setups, smarter workflows, and less waste
“It’s no longer just about speed—it’s about smart speed.”
Why Teams Matter More Than Machines
Oliver closed the conversation with something you don’t always hear from the CEO of a tech-driven business:
“You can buy the same machines. You can source the same materials. What sets you apart is your team. That’s your real USP.”
It’s a reminder that in an industry full of specs and systems, the human element still wins.
If you’re curious how gravure is evolving to meet these challenges,
👉 check out Chrome NEO — a new approach to cylinder technology that’s cleaner, safer, and ready for what’s next.
And if you want to learn more about Gundlach Packaging Group, they’re a great example of what transformation in this space can really look like.