> ## Content Index > Fetch the complete content index at: https://www.packagingeurope.com/llms.txt > Use this file to discover other available public pages before exploring further. # €2 million funding round to scale up direct-to-shape printing for drink cans - URL: https://www.packagingeurope.com/eur2-million-funding-round-to-scale-up-direct-to-shape-printing-for-drink-cans/ - Published: 2026-10-23T09:00:00.000Z - Updated: 2026-10-23T09:18:22.000Z - Author: Packaging Europe staff writers - Tags: Print and Labelling, Business, Collaboration, Recyclability, Production line & Efficiency [**Swaay Technologies**](https://swaay.io/?ref=packagingeurope.com) **has closed an equity investment round of more than €2 million, which is set to fund the commercialization of its direct-to-shape digital print platform.** Founded in 2026, Swaay is building a full-stack platform to help beverage co-packers and producers adopt emerging direct-to-shape technology. Artwork is printed directly onto a container to eliminate plastic labels and shrink sleeves – unlocking greater flexibility, easier recycling, and shorter lead times. This approach is also set to avoid the fragmentation and complexity between different labelling rules and national deposit return schemes. Swaay expects ‘billions’ of businesses to adopt direct-to-shape technology through its scalable platform and close gaps related to cost, geographic availability, and quality. The funding round was led by [BVP](http://www.bvp.ie/?ref=packagingeurope.com) with participation from members of the BVP Investor Club. These investments are anticipated to move Swaay into commercialization, helping to build revenue and gain market traction, and support new roles in Mullingar, Ireland. So far, Swaay has established initial management in technical teams in Mullingar and Quebec, Canada, in order to serve clients across Europe and North America from the outset. “Brands care whether they can get a market-ready product in weeks, in the quantity they need and in the markets they want to serve or test,” says Mark O’Donnell, chief commercial officer and co-founder of Swaay Technologies. “This round helps us serve this real demand commercially.” “I’ve just spent a decade on one successful international scale-up journey and I’m now ready for the next challenge,” said Ciarán Gorman, Swaay’s CEO and co-founder and, previously, co-founder of [Bevcraft Group](https://www.bevcraft.com/?ref=packagingeurope.com). “This time round, it’s a different sector, different founder team and different solution set, but the same principles of using technology to solve long-tail complexity. “I see a huge opportunity to build and scale Swaay into a global technology-driven company from Ireland. BVP and the BVP Investor Club understood our ambition from the very first meeting, and we are delighted to have them with us on this journey.” “Swaay has an operating team that has built and run manufacturing businesses before, and in this sector execution is everything,” adds Stephen Burdock, head of Investments at BVP. “Short-run labelling is a real and rising cost problem for brands, and cans keep taking share from other packaging formats. “Swaay has a credible plan to make direct-to-shape printing work at scale. We are proud to lead this round, and it is a strong signal that so many members of the BVP Investor Club chose to back the team alongside us.” In other news, [Tonejet](https://www.tonejet.com/?ref=packagingeurope.com)’s Cyclone C4+ direct digital can printing system replaces pressure sensitive labels and shrink sleeves for short run beverage can decoration – cutting costs, saving time, and maintaining recyclability.It was a [finalist](https://www.packagingeurope.com/finalist-interview-the-cyclone-c4-direct-digital-can-printing-system/) and [winner](https://www.packagingeurope.com/winners-of-the-sustainability-awards-2022-announced/) in a previous edition of the [Sustainability Awards](https://thesustainabilityawards.com/live/en/page/home?ref=packagingeurope.com). Since then, [Videojet Technologies](https://www.videojet.com/?ref=packagingeurope.com) has introduced its [1880 C continuous inkjet printer](https://www.packagingeurope.com/videojet-targets-reduced-downtime-with-new-continuous-inkjet-printer/). Suitable for beverage cans and other formats, the technology is said to deliver ‘bold, high-contrast’ codes while offering operation and maintenance similar to a dye-based printer. **If you liked this story, you might also enjoy:** [*The ultimate guide to global packaging sustainability regulation in 2026*](https://packagingeurope.com/features/report-the-ultimate-guide-to-global-packaging-sustainability-regulation-in-2026/14625.article/?ref=packagingeurope.com) [*PPWR timeline: the key dates to know*](https://packagingeurope.com/features/ppwr-timeline-the-key-dates-to-know/14377.article?ref=packagingeurope.com) [*A closer look at the most innovative packaging solutions*](https://packagingeurope.com/features/the-ultimate-guide-to-packaging-innovation-in-2026/13821.article?ref=packagingeurope.com) [*Strategic learnings from the Sustainable Packaging Summit*](https://packagingeurope.com/features/strategic-learnings-from-the-2025-sustainable-packaging-summit/13750.article?ref=packagingeurope.com)