LabelExpo is now LOUPE — but why?
In this episode, Jade Grace of Informa Markets explains the data, the strategy, and the industry shifts that led to one of the biggest rebrands in packaging history.

We cover:
• Why the label industry has outgrown traditional definitions
• The 6-year process behind the rebrand
• How younger industry professionals viewed the LabelExpo name
• The emergence of flexible packaging, folding cartons, and convergence
• How LOUPE becomes a more inclusive, future-focused platform
• What converters, suppliers, and brand owners can expect moving forward

00:00 – Intro: The Evolution of Label Technologies
00:35 – Welcome & Introducing Jade Grace
01:26 – Why LabelExpo Rebranded to LOUPE
02:34 – How the 6-Year Rebrand Process Began
04:01 – Why the Name “LOUPE”?
07:12 – Research & Industry Data Behind the Decision
11:21 – Industry Reaction to the Announcement
14:29 – What Stakeholders Really Said
16:06 – Future-Proofing the Platform
21:16 – How LOUPE Expands Opportunities
25:22 – LOUPE Americas: The Official Launch
26:10 – What Success Looks Like in 5 Years
30:55 – Rapid Fire Questions
37:12 – Closing Thoughts

Unpacking the Brand is your inside look at the people, technologies, and strategies shaping the packaging and branding industries. Watch the show on YouTube or listen on Apple Podcasts, Spotify, Google Podcasts, Amazon Music, and all major platforms.

#UnpackingTheBrand #LOUPERebrand #PackagingIndustry #LabelExpo #BrandStrategy

From woodenware to high-speed digital printing — few companies have balanced legacy and innovation like New Packaging & Display.
In this episode, President Ben Urquhart joins hosts Ken Theriot and Randy Kessler to unpack nearly 200 years of evolution in corrugated packaging.

Ben shares how his seventh-generation family business continues to thrive in a changing market from navigating tariffs and technology to building sustainable operations that stand the test of time.

If you’re passionate about packaging, manufacturing, or how legacy brands stay modern, this episode is for you.

⏱️ Chapters

00:00 – Intro: From Woodenware to Packaging Innovation
01:15 – Meet Ben Urquhart, President of New Packaging & Display
02:00 – Rebranding a Legacy Company for a Modern Market
04:00 – Early Career & Path Back to the Family Business
06:00 – Nearly 200 Years of History in Corrugated Packaging
09:00 – The Impact of Tariffs on U.S. Manufacturing
12:00 – Shifting Demand, Offshoring, and Domestic Opportunity
14:10 – Inside the Facility: Scale, Operations & Materials
15:45 – Sustainability as a Core Value and Certification Standards
18:10 – Customer-Driven Innovation and Regional Market Differences
20:00 – How E-Commerce Changed Packaging Design
23:00 – Real-World Example: Fast Turnaround and Two-Sided Print
25:00 – On Marketing and Brand Stewardship vs. Ownership
28:00 – Lessons from COVID: Resilience and Gratitude
32:00 – Investing in People and Machinery
36:00 – How New Packaging Decides on New Equipment
39:00 – The Role of Trade Shows and Vendor Relationships
44:00 – Workforce Development and Internal Advancement
48:00 – The Challenge of Retaining Skilled Workers
50:00 – Industry Consolidation: Independents vs. Integrators
53:00 – Associations and the Power of Learning (AICC)
54:30 – Excitement About EFI’s Single-Pass Digital Printing
56:00 – Favorite Brands and Lessons from History
58:45 – Dramatic Reading of a 19th-Century Accounting Letter
1:02:00 – Closing Thoughts on Leadership and Legacy

🎧 Listen to the episode on Spotify, Apple Podcasts, or wherever you get your podcasts.

📦 About Unpacking the Brand

Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels & Labeling) as they dive into the intersection of business, branding, and innovation. Discover how leading brands adapt, evolve, and thrive in today’s fast-moving world of marketing, packaging, and design.

Subscribe to stay ahead of what’s next in business storytelling, print technology, and sustainable branding.

#UnpackingTheBrand #Packaging #Manufacturing #Leadership #Innovation #FamilyBusiness #DigitalPrinting #Sustainability

Join Ken Theriot and Randy Kessler as they sit down with Alain Paquette, President of Artcraft; a Canadian company delivering premium sustainable pressure-sensitive print solutions for packaged goods brands.

Alain shares why loyalty and resilience are at the heart of his business, how he navigated losing a major client right before COVID, and why refreshing your brand every 10 years helps companies stay relevant and aligned.

📌 Key takeaways:
Why loyalty is the foundation of a strong brand.
How to handle losing a major client without sinking.
Why rebranding every 10 years matters.
Lessons from Artcraft’s growth journey.

Chapters
00:00 – Welcome & Intro
01:06 – Meet Alain Paquette, President of Artcraft
02:19 – Career background & early experiences
05:50 – Becoming owner of Artcraft in 2012
07:14 – Defining what makes a brand successful
10:02 – Customer loyalty and creating value
13:34 – Knowing your ideal customer profile
17:34 – The role of an advisory group
25:12 – Losing a major client before COVID
29:42 – Lessons in resilience & rebuilding
31:08 – Artcraft’s rebrand and 10-year refresh philosophy
36:20 – Choosing the right vendors and partners
40:16 – Why loyalty matters in business relationships
41:06 – What’s next for Artcraft
42:22 – Rapid-fire branding questions (favorite brands, campaigns, books)
48:53 – Closing thoughts & advice

👉 Subscribe for more conversations on branding, leadership, and innovation.
#UnpackingTheBrand #Branding #Leadership #Packaging #CustomerExperience #resilience