The business, which has 27 packaging shows in 11 countries across Europe, is to align each of the events under one of four brands: Packaging Innovations, Empack, Label&Print and Luxury Packaging.
The move is designed to provide consistency across the portfolio of events – which already attract around 35,000 visitors and 2,500 exhibitors every year – and also provide a platform for further expansion in the future.
Packaging Innovations is being pitched as offering ‘the future of branded and inspirational packaging’, focusing on the latest trends and innovations in packaging materials and concepts.
Empack, which is already a major brand in continental Europe, especially in the Benelux region and Switzerland, will cover packaging equipment and replaces the Pack Tech name in the UK.
Label&Print will focus on the future of packaging printing, labelling and converting and is seen as a major growth opportunity for the business, while Luxury Packaging, which is so far only present at easyFairs’ London event, will cover high-end luxury markets.
Eric Préat, head of product development at easyFairs’ headquarters in Brussels, said the brand refresh was designed to reflect recent trends and developments in the packaging market.
“We have also taken the opportunity to harmonise our brands across all the markets where we do business, thereby simplifying our offer to companies and industry thought leaders who increasingly participate at our shows in more than one country,” he said.
The new branding was unveiled today on the first day of the Packaging Innovations show at the NEC, and will be used for September’s London event – which includes Packaging Innovations and Luxury Packaging – as well as the February 2015 event at the NEC, which will include Packaging Innovations, Empack and Label&Print.
Alison Church, event director for easyFairs’ UK packaging events, said: “Having a strong Label&Print concept as part of our portfolio is central to the development of our Birmingham show in particular, as we have seen so many technological and digital developments in these areas leading innovations in packaging.
“It will highlight these technologies to brands and retailers, and help the packaging fraternity to understand how they can be implemented to best effect.”
