Generation Druck, based in the Bavarian town of Wettstetten, was founded in June this year by joint owners Rainer Schmid and Christian Langen with the aim of using the greenest production techniques, substrates, utilities and transport.

The company opted for the HP Designjet Z6100 aqueous machine, the Designjet LS25500 and HP Scitex LX 800 latex printers to provide it with production capabilities up to 1.7m wide. Its markets include signage, vehicle wraps, billboards, wallpaper and POP/POS.

In addition to the printing technology the firm also considered the environmental impact of other aspects of a job including the substrates.

"As part of offering an environmentally friendly service, we are paying special attention to non-PVC substrates and talking to HP about using its range of recyclable substrates and its take-back programme for printheads, ink cartridges and certain substrates," Schmid explained.