The official dictionary meaning of ‘to embellish’ is ‘to make something more attractive by the addition of decorative details or features’. Brand owners looking to use embellishments to add value to labels and packaging are now able to take advantage of the latest digital technologies to achieve unusual and unique effects. With consumers’ preferences and purchasing behaviours continuing to evolve, many are far more discerning in their choice of products and brands. Add to that the significant rise in online ordering and this means added pressure on the whole supply chain.