When the doors closed on Labelexpo Europe 2023 in Brussels, anticipation and excitement for the 2025 edition was immediate. And it had everything to do with the change of venue, as the industry said farewell to Brussels and hello to Barcelona. Industry-wide, suppliers and converters alike have been gearing up for something new and different for the industry’s most important show.

“The decision to relocate Labelexpo Europe from Brussels was not made lightly. Brussels has been our home for over 40 years, and it has served us well. But as the show has grown – both in size and ambition – we needed a venue that could match the scale of our vision. Fira Barcelona’s Gran Via offers world-class facilities, excellent connectivity, and a vibrant city backdrop that reflects the dynamism of our industry,” comments Jade Grace, managing director, Labelexpo Global Series.

Over the past two years since Brussels, excitement has built and Labelexpo Europe’s Barcelona debut is shaping up to be the largest in the show’s history. But it’s more than just the move to Spain that’s got people booking their tickets.

Grace speaks of Labelexpo Europe’s ambition and the dynamism of our industry.  She says, “What was once a trade show focused almost exclusively on pressure sensitive labels has now become a comprehensive platform covering conventional, digital and hybrid printing, flexible packaging, and, increasingly, folding cartons.”

She continues, “The label converter is no longer  ‘just’ a label printer. We’ve seen a growing number of converters expand into flexible packaging and cartons, and Labelexpo has evolved in tandem, bringing in new technologies, substrates, embellishment systems, and finishing equipment that address the full spectrum of package printing.”

Diversification

When I first started covering the label converting market for Label & Narrow Web in 2008, the publication prided itself as being “the most targeted magazine in the industry,” targeting, as the name suggests, the narrow web label industry specifically. And Labelexpo, to me, was as targeted as a trade show could be. 

Labelexpo has become synonymous with innovation, networking, and the latest in self-adhesive/pressure sensitive technology. Show coverage would extend to shrink sleeves, in-mold, smart technology and more, but always with “labels” as the common denominator.

Over the years, I have seen first-hand Labelexpo extending and branching out. Somewhere along the way, the show began welcoming brand owners and started featuring content catering to their perspective. Flexible packaging, of course, has also become an area of focus, with wider web technologies entering the fray. 

The label landscape is always evolving. However, its evolution is not borne from dissatisfaction but rather from strategic foresight. Labelexpo remains a successful brand in and of itself, fostering partnerships, showcasing machinery, and serving as an educational platform. However, is it evolving into something new? 

The lines between what constitutes a “label” and what falls under the umbrella of “packaging” are blurring, driven by technological advancements, shifting consumer demands, and an ever-growing emphasis on sustainability and multi-functionality.

In many cases, the modern package is no longer merely a container. Smart and digital innovations have turned packaging into not only a product identifier but a multi-sensory experience, a marketing tool, a source of information, and, increasingly, an interactive platform. This applies to label-adorned packages, in-mold decorated products, shrink sleeves, all forms of flexible packaging, and folding cartons. All of these segments are flourishing, each demanding specialized expertise, machinery, and materials. 

Many companies that traditionally focused solely on labels are now diversifying into these adjacent markets, and vice-versa. Converters are expanding their capabilities, acquiring new technologies, and offering a more holistic range of packaging solutions to their brand owner customers.

For Labelexpo Europe 2025, folding cartons are more in the spotlight than ever before. Around one-fifth of all exhibitors already supply a wide range of products to the folding carton industry, reports Andy Thomas-Emans, strategic director, Labelexpo Global Series. 

“Given how much print, converting, and embellishment technology is shared across all package printing sectors, it is perhaps not surprising that over 25% of existing exhibitors at Labelexpo Europe 2025 have portfolios that reach across labels, flexible packaging, and folding cartons,”  Thomas-Emans says.

In particular, he says, this is most evident in the inks and coatings sector, where ink suppliers at Labelexpo Europe 2025, which service all three package print sectors, include Sun Chemical, Flint Group, Eckhart, hubergroup, INX, Paragon Inks, Toyo Inks, and Zeller+Gmelin. GSE focuses on liquid ink logistics, where traceability is a key requirement.  

“These exhibitors span sheetfed/rotary offset and flexo technologies across a range of chemistries, from UV and LED-UV to water-based inks and coatings, and the show also features a strong lineup of UV and LED-UV lamp technologies from companies like GEW and Excelitas. 

“Barrier coatings are a key technology for both flex pack and folding cartons and are well represented at Labelexpo Europe 2025 by companies including ACTEGA, Archroma Packaging Technologies, and Triwill Group. Adhesives suppliers with specialist folding carton grades include Bostik and Eukalin,” says Thomas-Emans.

In addition to inks and coatings, there is more crossover. Both foiling/embellishment and diecutting/creasing suppliers service labels and folding carton customers.

The same can be said for printing press manufacturers. Edale will demonstrate its CartonLine folding carton press at Labelexpo Europe 2025, showcasing fully inline print and converting of folding cartons. 

Thomas-Emans says, “Although this is currently the only folding carton press confirmed for Labelexpo Europe 2025, a wide range of presses at the show can be configured for inline folding carton production. This is particularly the case for the ‘mid-web’ (26″) presses displayed at the show by Nilpeter, Mark Andy, Lombardi, and Chinese supplier Spande.”

He continues, “Omet has a long history of building dedicated folding carton presses based around its Varyflex platform, combining offset, flexo, gravure, and screen. Rotatek, which specializes in rotary offset technology, will demonstrate a print unit from its Universal 850 press configurable for folding cartons, along with an AI project which models ink-water balance on offset press platforms. 

“There is also great potential for digital printing of folding cartons among Labelexpo Europe 2025 exhibitors. Xeikon has demonstrated digital print and embellishment of folding cartons at previous Labelexpo shows, while HP Indigo has a portfolio of digital sheetfed solutions.”

Is a rebrand in order?

All this said, I pose the question: Will this diversification pose a challenge to Labelexpo’s current branding. While the exhibition has undeniably broadened its scope over the years, its name inherently suggests a primary focus on labels. For potential attendees and exhibitors who primarily operate in, say, the corrugated or rigid packaging sectors, the name “Labelexpo” might not immediately resonate, potentially leading to missed opportunities for engagement. They might perceive the show as too niche, even if the content and exhibitors within are increasingly relevant to their operations.

The argument for rebranding would center on inclusivity and be representative of packaging, thus differentiating itself from drupa and PRINTING United Expo – trade shows that comprise anything and everything that gets printed. 

I’m sure someone can come up with a cool and catchy name that could effectively communicate the show’s more-comprehensive offering. A name that would signal that the event caters to the entire spectrum of package printing, from the smallest pressure sensitive label to the largest corrugated box. This broader appeal could attract a wider array of exhibitors presenting technologies for different packaging formats, and in turn draw a more diverse and larger audience of brand owners, designers, and converters seeking end-to-end solutions.

A rebranding could strategically position the show for future growth. The packaging industry is dynamic, constantly pushing the boundaries of materials science, digital printing, and automation. By having a name that reflects this broader scope, it would also continue to embrace trends such as intelligent packaging, augmented reality on packaging, and advanced personalization.

Of course, any discussion of rebranding must acknowledge the significant equity built into the “Labelexpo” name. It is a globally recognized brand and one that is instantly identifiable within the industry. There’s a certain comfort and familiarity associated with it, and a change could, in the short term, cause some confusion or require substantial marketing investment to focus on awareness. Loyal attendees and exhibitors who have seen the show grow and evolve under its current banner might feel a sense of loss or disruption. The risk of alienating a core audience, even temporarily, is a valid concern that would need careful consideration.

However, the counter-argument is that the long-term benefits of a more inclusive name outweigh these short-term challenges. The industry is already undergoing considerable consolidation and convergence. Brands are looking for streamlined supply chains and integrated printing solutions. A trade show that truly reflects this integrated reality would be better positioned to serve their needs. Moreover, the growth potential in non-label package printing segments is substantial. By embracing these areas more explicitly, the expo could tap into new revenue streams and expand its overall footprint.

Another compelling reason for a name change is the potential to attract a new generation of professionals. Younger individuals entering the print and packaging industries may not be as historically tied to the “label” moniker. A modern, comprehensive name could appear more forward-thinking and relevant, appealing to a broader talent pool and fostering greater engagement from future industry leaders.

The decision to rebrand would also need to consider the practical implications. How would the change be communicated? What would be the transition period? How would it impact existing partnerships and sponsorships? These are not insignificant hurdles, but they are surmountable with careful planning and execution. A good starting point could perhaps include a survey of all stakeholders and gauge their thoughts – longtime Labelexpo Europe and Labelexpo Americas exhibitors, as well as attendees across the board.

Ultimately, the question of whether Labelexpo should undergo a rebrand to encompass other forms of package printing boils down to a strategic choice about its future identity and relevance. Is it content to remain the preeminent event for labels while gradually incorporating other packaging elements under a somewhat limiting umbrella? Or does it aspire to be the definitive global exhibition for all forms of package printing, reflecting the industry’s evolving landscape and positioning itself for sustained growth and leadership?

The current trajectory of the industry suggests the latter. Brands are demanding more than just labels – they are seeking comprehensive packaging solutions. Converters are investing in versatile, automated technologies that blur traditional boundaries. The future of package printing is integrated, smart, and multi-faceted. To serve this future, and to maintain its position as the industry’s leading event, Labelexpo may find that a reimagining of its brand is not just an option but a strategic imperative. Will it soon be time to consider going “beyond the label” – not just in content, but in name – to fully encompass the vibrant and expansive world of package printing?

Steve Katz is the former editor of Label & Narrow Web and is now a regular contributor. He is focused on helping companies in the label industry share their news and tell their stories. Follow him on X @LabelSteve.