Empack unveils bold new identity as it puts packaging production in the spotlight
Empack has unveiled a bold new visual identity, giving the UK’s dedicated event for packaging machinery and processing technology a more distinctive presence as it prepares for its return to the NEC Birmingham in February 2027.
First revealed at London Packaging Week earlier this month, the refreshed branding signals a renewed ambition to put the people, machinery and technologies behind packaging production firmly in the spotlight. At its heart is a striking lime-green ‘P’, inspired by folded cardboard and paired with contemporary typography as part of a wider international brand update designed to create a more recognisable and consistent identity across Easyfairs’ European Empack exhibitions.
For the UK event, the launch comes at a pivotal moment. As manufacturers navigate rising costs, changing regulations and rapid technological development, Empack is sharpening its focus on the practical challenges facing packaging production and the solutions that can help businesses respond.
The direction builds on recommendations from Empack’s Advisory Board, which brought together representatives from Haleon, Tata Consumer Products, McCormick and GS1 in July to help shape the 2027 exhibition. Discussions identified a clear priority: helping packaging professionals translate developments in artificial intelligence, automation and digitalisation, alongside evolving regulatory requirements under the EU’s Packaging and Packaging Waste Regulation (PPWR), into practical solutions on the production line.
Josh Brooks, Divisional Director – Packaging at Easyfairs, said: “Empack has a strong international presence, and our refreshed identity brings greater consistency and recognition to the brand while allowing each exhibition to reflect the needs of its local market. It’s a contemporary new look that captures the innovation, expertise and ambition of the packaging industry.
“For the UK, that means giving packaging production a stronger voice. Behind every new packaging solution are the people, machinery and processes that make it possible, and we want Empack to put that expertise firmly in the spotlight.
“Our Advisory Board reinforced the importance of practical innovation. Businesses want to understand how emerging technologies can improve their operations, and our ambition is to make Empack the place where those questions meet practical answers.”
The refreshed identity also reinforces Empack’s complementary relationship with Packaging Innovations. While each exhibition serves a distinct audience, their combined strength lies in connecting packaging development with the machinery, processes and expertise required to bring new solutions to market.
The refreshed branding will be introduced across Empack’s UK communications and digital channels ahead of Packaging Innovations & Empack 2027, taking place at the NEC Birmingham on 24 & 25 February. The exhibition will bring the practical realities of modern packaging production into sharper focus, connecting visitors with the technologies, expertise and solutions needed to address their operational challenges.
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