There’s been a lot of discussion about Sunrise 2027 and the move toward 2D barcodes. But one thing can get lost in the conversation: this does not mean UPCs suddenly disappear in 2027.
In our conversations with brands, we’re finding that there’s still a lot of uncertainty about what Sunrise 2027 actually means for packaging. The industry has been talking about 2D for some time, but not every brand is actively thinking through what the transition could mean for its packaging, processes, and portfolio.
That’s understandable. For many brands, 2D may not feel like an immediate priority when there are so many other packaging changes competing for attention. But the closer we get to Sunrise 2027, the more important it becomes to understand what would actually need to change.
What I’m paying attention to is more than the technology itself. It’s what adopting it could mean for the way brands manage packaging change.
The industry is working toward a future where retail POS systems can read and process GS1-compliant 2D barcodes. But that doesn’t mean brands have to replace their UPCs in 2027. Traditional linear barcodes will continue to be supported, and some brands may choose to adopt 2D sooner than others – or use both for some time.
So rather than asking, “When do we replace our UPC?” a better question might be:
What could 2D mean for our packaging, and does it make sense for our brand?
That’s where the conversation moves beyond barcode strategy and into how brands actually manage packaging change.
It’s not just about the barcode.
A 2D barcode does more than identify a product at checkout. Depending on how it’s implemented, it can support additional product information, traceability, and supply chain needs. Through GS1 Digital Link, it can also connect a physical product to digital information and experiences.
That is why I don’t think brands should look at 2D as simply a small packaging update. Depending on how it’s being used, it can touch strategy, design, artwork, data, and print. It can also affect how teams manage change across an entire portfolio.
What are we trying to accomplish? What information sits behind the code? Who owns and manages that information? And what happens when it changes?
Those questions can involve more than one team. Packaging, design, marketing, IT, supply chain, and regulatory may all have a role.
Then there’s the packaging itself.
If you’re considering adding a 2D barcode, one of the first questions is pretty simple: Where does it go?
For some packages, finding room may be easy. For others, especially those with limited space or a lot of required information, it may require rethinking the layout.
Where does it fit without disrupting the layout? Does it compete with other information or brand elements? What happens to QR codes already on the package? And if changes are needed, how do you maintain consistency across the rest of the portfolio?
These aren’t just technology questions. They’re packaging and design questions.
The real challenge may be scale.
Adding a 2D barcode to one package may be pretty straightforward. The complexity increases when you need to make that change across hundreds—or thousands—of packages.
Now you’re thinking about different package designs, formats, substrates, printers, markets, and artwork versions. A change that works well on one package may need to be handled differently across other formats in the portfolio. You’re also managing approvals, production files, and product data while making sure the right information ends up on the right package every time.
This is where what seems like a simple barcode change starts touching multiple parts of the organization.
The technology may be new, but the underlying challenge isn’t. Brands have been managing large-scale packaging changes for years – moving revisions through design, approvals, production, more approvals, and ultimately into final printer-ready files accurately and consistently.
A digital code still has to work on a physical package.
A barcode can look perfect in a design file and still have problems once it reaches the physical package. Size, placement, substrate, and printing conditions can all affect how well a code performs, which is why production and premedia teams should be part of the conversation.
And then there’s the information behind the code. If a 2D barcode connects to digital content or product information, someone needs to decide what that information is, where it lives, who owns it, and how it stays current.
The code may be small, but the system supporting it can be much bigger.
Starting the conversation now isn’t about rushing to make changes. It’s about giving teams time to understand the implications, involve the right people, and avoid treating 2D as a last-minute artwork update when it may require broader decisions.
Start by looking beyond the code.
There isn’t one right approach, and brands don’t have to adopt 2D immediately. But if you’re considering it, I would start with these questions:
Those decisions may sit outside the packaging team, but they can still directly impact the package.
You don’t need all the answers before you start the conversation. But understanding the implications early can help you decide whether, when, and how to move forward.
Why I think this conversation needs to happen early.
One thing I’ve learned from working in packaging for a long time is that changes rarely stay contained to one part of the process. A design decision can affect production artwork. Production requirements can affect the design. And now, with 2D barcodes potentially connecting physical packaging to digital information, even more people and systems may be involved.
That’s why I think it’s worth looking at the entire process early rather than treating 2D as something that belongs to one department or one stage of packaging development.
The conversation may start with a barcode. But for brands considering 2D, the bigger question is how that change moves through the rest of the organization—from design to production, data, and the systems supporting it all.
You don’t need to have everything figured out today. But this is a good time to start asking these questions, bringing the right people into the conversation, and understanding what 2D could actually mean for your brand.