Empack 2027 Adopts New Identity with Packaging Production in Focus

30 September 2026: Empack has introduced a new visual identity ahead of Empack 2027, scheduled for 24-25 February at the NEC Birmingham. First revealed at London Packaging Week in September 2026, the branding accompanies organiser Easyfairs’ plans to give packaging machinery and production expertise a stronger presence within the combined exhibition.

In its 25 September announcement, Easyfairs said the design forms part of an international brand update across its European Empack exhibitions. A lime-green ‘P’, inspired by folded cardboard, sits alongside new typography. The organiser intends the identity to make the exhibitions more recognisable while retaining their local market focus.

Empack 2027 puts production challenges first

The UK event’s direction follows a July 2026 advisory board meeting involving representatives from Haleon, Tata Consumer Products, McCormick and GS1, according to Easyfairs. Their priority was practical application: helping packaging professionals understand how artificial intelligence, automation and digitalisation could work on production lines.

The discussions also covered requirements under the EU’s Packaging and Packaging Waste Regulation, or PPWR. Easyfairs presents these subjects as priorities shaping the exhibition, rather than announcing a final programme or promising specific operational results.

For readers following the machinery side of that discussion, Screen Print India’s coverage of packaging machinery standards provides related background on international technical work.

A clearer role alongside Packaging Innovations

Empack and Packaging Innovations will retain distinct roles within the joint event. Packaging Innovations addresses packaging development, while Empack focuses on the equipment and processes needed to produce it. The official Empack overview identifies operations, engineering and supply-chain professionals among its intended visitors.

That relationship connects a proposed pack with the decisions required to manufacture it. Screen Print India’s guide to screen printing for packaging examines a comparable production question: how a chosen decorative effect depends on substrates, inks and processing conditions.

Brand rollout ahead of Birmingham return

Josh Brooks, Divisional Director – Packaging at Easyfairs, said the UK aim was to give packaging production a stronger voice. He linked that ambition to the advisory board’s call for practical answers about emerging technologies.

“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.”

Easyfairs plans to introduce the branding across Empack’s UK communications and digital channels before the February exhibition. 

FAQs

When and where will Empack 2027 take place?

Packaging Innovations & Empack 2027 is scheduled for 24-25 February 2027 at the NEC Birmingham.

Does the new branding mean Empack is separating from Packaging Innovations?

No. Easyfairs describes complementary roles within the combined exhibition: packaging development at Packaging Innovations and machinery, processing technology and production expertise at Empack.

www.packagingbirmingham.com