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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
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
Creators and Guests
Host
Kenneth Theriot
Ken Theriot is a brand strategist with over 20 years of experience in marketing, storytelling, and audience engagement. As the founder of TheRiot Agency, he has worked with businesses across industries to craft compelling brand narratives and build meaningful connections with their audiences. With a deep understanding of both creative storytelling and data-driven strategy, Ken brings a unique perspective to Unpacking the Brand, diving into how brands differentiate, evolve, and thrive in an ever-changing market.
Host
Randy Kessler
Randy Kessler is a seasoned professional with over 15 years of experience in sales, marketing, and brand strategy. As a key member of Labels and Labeling, he has built lasting connections across the print and packaging industry, working closely with businesses to understand their challenges and opportunities. With a deep knowledge of branding, customer engagement, and industry trends, Randy brings a thoughtful and conversational approach to Unpacking the Brand, exploring how brands evolve and connect with their audiences in meaningful ways.
Producer
Joshua Long
Joshua Long is a feature film, commercial and new media producer with more than a decade of experience. His experience in digital content production, planning and resource management provide tremendous value to TheRiot Agency’s production capabilities. He also manages TheRiot Agency’s subsidiary, Greenlit Entertainment.
What is Unpacking the Brand?
Discover What’s Inside the World of Business, Branding, and Innovation
Join hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels and Labeling) as they dive deep into the strategies, stories, and innovations that drive brand success. Unpacking the Brand explores the intersection of marketing, sales, and customer experience, featuring insights from industry leaders, creative thinkers, and business visionaries.
While rooted in the print and packaging industry, this podcast broadens the conversation to include branding breakthroughs, sustainability, technology, and the challenges shaping today’s business landscape. Whether you’re a CEO, entrepreneur, or marketing professional, each episode delivers insider insights, expert interviews, and actionable takeaways to help you stay ahead in an ever-evolving market.
New episodes drop monthly, with special editions covering major industry trends and events.
🎧 Subscribe now and start unpacking the stories behind the world’s most compelling brands!