In today’s increasingly complex packaging landscape, collaboration across the value chain is no longer optional; it is essential. For label printers, staying closely connected with brand owners and designers is key to understanding evolving expectations and translating them into impactful label solutions.

Brand owners are navigating a challenging environment shaped by shifting consumer demands, sustainability pressures, and supply chain volatility. As Corey Reardon of AWA Alexander Watson Associates observes: “The expectations from Brand Owners at the demand side of the value chain are broad and complex. Brands are fighting their own battles for shelf space, customer engagement, and supply chain disruptions. Being at the end of the supply chain creates challenges that are magnified by x times compared to the label supply chain. Although the label is important, even critical, it is one of many material and packaging components in addition to the actual product they are selling to consumers.”

This broader perspective highlights an important reality: labels must not only perform technically, but also integrate seamlessly into wider brand and packaging strategies. From sustainability credentials and recyclability to digital functionality and visual differentiation, the expectations placed on labels continue to expand.

At the same time, the role of design is evolving. Beatriz Suarez Lopez of studio MABA captures this shift clearly: “Designing today means taking responsibility for every link in the chain: from origin to final impact, integrating clients and producers as active participants in the process.” For label printers, this reinforces the importance of early engagement in the design process, where material choices, print techniques, and embellishments can be aligned with both creative vision and production realities.

Understanding these interconnected priorities and identifying where current solutions fall short will be critical for future success. Opportunities lie in bridging gaps between innovation and application, between design intent and production feasibility, and between brand ambition and supply chain execution.

These themes will be explored in-depth during the panel discussion “Decoding the brand priorities: A 360° view on future label expectations” at the FINAT European Label Forum 2026. Bringing together brand specialists, designers, and industry experts, this session offers valuable insights grounded in real-world research and practical experience.

For label printers and their suppliers, this is more than just a conversation; it is essential intelligence. The perspectives shared in this session, alongside the broader programme, provide actionable insights that can help businesses better align with brand needs and unlock new opportunities. Simply put, this is knowledge the industry cannot afford to miss.