Why Labelexpo Rebranded to LOUPE: Informa Markets’ Vision for the Future of Packaging
The print and packaging industry is evolving, and Informa Markets, the global exhibitions and events leader behind Labelexpo, is evolving with it.
In this episode of Unpacking the Brand, hosts Ken Theriot and Randy Kessler sit down with Jade Grace, Managing Director at Informa Markets, to unpack one of the most significant shifts in the industry: Labelexpo’s rebrand to LOUPE. This conversation goes beyond a name change, offering a behind-the-scenes look at how legacy industry platforms adapt to changing technologies, audiences, and market expectations.
An Industry That Outgrew Its Name
For decades, Labelexpo has been the premier global platform for label printing technology. But as Jade explains, label technologies now extend far beyond traditional applications. They influence flexible packaging, folding cartons, embellishment, and digital print technologies across the entire packaging value chain.
While the show itself had already evolved, its name unintentionally created a perception barrier especially for professionals working in adjacent packaging segments or for younger industry entrants. Even when the solutions were relevant, the word “labels” sometimes suggested limitations.
In an industry where perception drives participation, semantics matter.
Why Informa Markets Chose the Name “LOUPE”
The new name, LOUPE, is both symbolic and strategic.
In print, a loupe is a precision tool used to examine quality, detail, and craftsmanship. That symbolism resonated strongly with the Informa Markets team. LOUPE also functions as an acronym representing Labels and Packaging, reinforcing that labels remain the core focus while embracing the broader packaging ecosystem.
Rather than abandoning Labelexpo’s legacy, LOUPE was designed to honor it while removing perceived constraints, creating a platform that can grow alongside the industry for decades to come.
A Six-Year, Data-Driven Decision
One of the most compelling insights from the episode is how methodical the rebrand process was.
Jade shares that discussions around rebranding began as early as 2019. Informa Markets engaged branding experts and commissioned independent research that extended beyond their internal audience. Designers, brand owners, converters, and suppliers across multiple verticals including food and beverage, pharma, and personal care were surveyed.
The results were decisive: more than 85% of respondents supported a rebrand.
For a brand with over 45 years of history, that level of consensus validated what market behavior was already signaling. The industry was not rejecting Labelexpo it was asking for a platform that better reflected where packaging is heading.
Balancing Legacy with the Future
Rebranding Labelexpo was not an easy decision. Jade speaks candidly about the emotional weight of evolving a name that holds deep meaning for so many industry professionals.
Labelexpo has long been a global meeting point where technologies are launched; partnerships are formed, and the industry sets its direction. Informa Markets’ goal with LOUPE was never reinvented for its own sake, but responsible evolution.
Importantly, Jade also clarifies that Labels & Labeling, the industry publication, will not rebrand and will continue serving the labels sector with the depth and focus it is known for.
What LOUPE Unlocks for the Industry
With LOUPE, Informa Markets has created a more inclusive and future-ready platform one that removes perceived barriers and opens doors to new partnerships, features, and audiences.
The official debut will take place with LOUPE Americas, launching in Chicago. While the foundation remains the same, Jade describes the event as “Labelexpo, but better” supercharged to reflect today’s converging packaging technologies and tomorrow’s opportunities.
Looking ahead, success for LOUPE means becoming the driving force that helps the packaging industry navigate change, connect across formats, and continue innovating together.
What LOUPE Signals About the Future of Industry Platforms
Beyond the immediate implications for LabelExpo, the LOUPE rebrand reflects a broader shift in how industry platforms must operate to stay relevant. As Jade explains, today’s converters, suppliers, and brand owners no longer fit neatly into single categories. Businesses are diversifying, technologies are converging, and professionals expect platforms to reflect that reality rather than define it.
By positioning LOUPE as a more inclusive, forward-looking ecosystem, Informa Markets is acknowledging that modern industry events are no longer just trade shows they are networking hubs, innovation accelerators, and strategic marketplaces. The rebrand signals a move away from rigid segmentation toward a model that supports cross-disciplinary collaboration, future workforce development, and long-term industry growth.
In that sense, LOUPE isn’t just a new name. It’s a statement about where the print and packaging industry is headed and how industry leaders must evolve to lead it.
A Blueprint for Strategic Rebranding
This episode of Unpacking the Brand offers a real-world case study in how Informa Markets approached rebranding with discipline, humility, and respect for its audience.
For anyone involved in branding, marketing, packaging, or business leadership, the takeaway is clear: You do not own your brand, the market does. And listening closely sometimes means having the courage to evolve.
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