The packaging industry is evolving, with automation, artificial intelligence (AI) and digital technologies changing how products are packaged, processed and delivered. As Nigerian manufacturers face rising production costs, power supply challenges and increasing demands for efficiency, these developments are becoming increasingly relevant to the local packaging industry.
Against this backdrop, Empack, a major UK exhibition dedicated to packaging machinery and processing technology, has unveiled a new brand identity aimed at reflecting the changing face of modern packaging production. The refreshed identity was first introduced at London Packaging Week and marks a new chapter for the exhibition as it prepares to return to the NEC Birmingham on February 24 and 25, 2027.
The new design features a distinctive lime-green letter ‘P’, inspired by folded cardboard, alongside modern typography. Beyond its visual appeal, the rebranding is part of a wider international initiative to create a more recognizable and consistent identity across Easyfairs’ Empack exhibitions in Europe, while allowing each event to address the needs of its local market.
For the packaging industry, however, the rebranding goes beyond a change in appearance. It reflects a growing need to focus on the technologies, machinery, skills and expertise required to make packaging production more efficient and competitive.
This focus is particularly relevant to Nigeria, where many packaging manufacturers and printing businesses continue to grapple with high operating costs, unreliable electricity, expensive raw materials, and the need to modernize their production processes. As the industry evolves, adopting appropriate technologies and improving operational efficiency will become increasingly important for businesses seeking to remain competitive.
Empack’s renewed direction follows discussions held by its Advisory Board in July, which brought together industry representatives from Haleon, Tata Consumer Products, McCormick and GS1 to help shape the 2027 exhibition. Among the key issues identified were the practical applications of artificial intelligence, automation and digitalization, as well as the need for businesses to adapt to changing packaging regulations.
Although the discussions also considered the European Union’s Packaging and Packaging Waste Regulation (PPWR), the broader issues of sustainable packaging, production efficiency and regulatory compliance are relevant to manufacturers in Nigeria. As local businesses increasingly serve demanding domestic and international markets, understanding these developments could help them prepare for changing customer expectations and market requirements.
Speaking on the rebranding, Josh Brooks, Divisional Director of Packaging at Easyfairs, explained that the new identity was designed to strengthen Empack’s international presence while ensuring that each exhibition remains relevant to its local market. He emphasized that the exhibition would place greater attention on the people, machinery and processes behind packaging production, providing businesses with practical solutions to their operational challenges.
According to Brooks, feedback from the Advisory Board reinforced the need for practical innovation rather than simply showcasing emerging technologies. He noted that businesses want to understand how new developments can be applied to improve their day-to-day operations, a need Empack aims to address through its exhibition.
The refreshed identity also strengthens the relationship between Empack and Packaging Innovations, two complementary exhibitions that serve different but closely connected aspects of the packaging industry. While Packaging Innovations focuses on packaging development and design, Empack places greater emphasis on the machinery, processing technologies and production expertise needed to turn those ideas into finished products.
The new branding will gradually feature across Empack’s UK marketing materials, digital platforms and communications ahead of Packaging Innovations & Empack 2027, scheduled for February 24 and 25 at the NEC Birmingham.
For Nigerian packaging professionals, the developments offer a useful perspective on where the global industry is heading. As manufacturers seek ways to reduce waste, improve productivity and manage rising production costs, the growing emphasis on practical innovation highlights the importance of investing in suitable machinery, developing technical skills and keeping pace with technological change.
Ultimately, the future of packaging production will depend not only on the materials used or the appearance of finished products but also on the efficiency, technology and expertise behind their production.
