A New Era for the Barcode: How BL.INK Is Powering Smarter Packaging

Barcodes have remained virtually unchanged since 1974—until now. The world’s most overlooked sales tool is getting a smart upgrade, and BL.INK is leading the way.

At a 2025 Founders House panel hosted by Inc., BL.INK founder and managing director Andy Meadows joined GS1 US senior director Ned Mears and Urban Hydration co-founder Psyche Terry to explore how 2D barcodes—like QR codes powered by GS1 Digital Link—are transforming packaging into a two-way communication channel between brands and consumers. The full conversation, now available on video, highlights what this evolution means for marketing, supply chain, and retail.

As part of Loftware, the global leader in enterprise labeling and artwork management, BL.INK now brings even more power and scale to digital link innovation—making it easy for brands to upgrade from static UPCs to dynamic QR codes that can tell a product’s story, build trust, and simplify operations.

Here are a few highlights from the panel:

1. More Than Just a Code

Traditional UPC barcodes (1D) are limited to basic product identification. 2D codes open a digital gateway—connecting consumers to rich, real-time information about the product, brand, and more. As Mears explained, enabling digital experiences with traditional barcodes “would stretch all the way around the room.” With 2D, it’s seamless.

2. Tell a Bigger Story—Without More Space

Urban Hydration’s Psyche Terry shared how she used to cram her product packaging with everything she wanted consumers to know about her brand: that it’s plant-based, Dallas-based, mom-founded, and the fastest-growing Black-owned skincare brand in the country. That storytelling now lives online via scannable QR codes—streamlining design while expanding transparency and education.

3. Bypass Search Engines, Connect Directly

Andy Meadows noted a key marketing issue: “When a consumer wants more information, they often Google it—and your competitor may be the top result, not you.” With a smart QR code powered by BL.INK, brands can skip the middleman and give consumers a direct path to official product details, offers, and experiences—reducing churn and protecting acquisition costs.

4. Update Without Reprinting

Terry also shared a cautionary tale: a barcode mix-up caused a major logistics issue at Target. Fixing it meant unboxing, relabeling, and reshipping—an expensive lesson. With GS1 Digital Link and BL.INK, changes can happen instantly online, without touching the physical product. Promotions, partnerships, even recalls can be updated in real time.

BL.INK’s role in this next generation of packaging makes connected products not only possible, but practical—for brands of all sizes.

Watch the full panel conversation to see how BL.INK, GS1 US, and Urban Hydration are shaping the future of product engagement.