‘Next level’ QR code accelerates accessibility for all through connected packaging | 25-11-2025 |

Longtime AIPIA member Zappar, creators of Zapvision and Accessible QR (AQR) technology, have joined forces with io.tt, the connected packaging platform born out of fellow member SharpEnd’s creative studio, to accelerate the rollout of vision inclusive, connected packaging, they say.

This partnership combines io.tt’s enterprise-grade connected product platform with Zappar’s award-winning AQR technology, creating a single pathway for brands to deliver inclusive, standards-compliant digital experiences, meaning every consumer, whatever their visual acuity, can independently access vital product information and engagement opportunities.

Dale Harper, head of design at io.tt, explains, “The primary objective is to make AQR codes a useful tool for consumers, which io.tt and Zappar enable at scale. Adding codes onto packaging, while still being a clear and aesthetically pleasing touchpoint, can be difficult, but aligning colours or using brand motifs can help to make QR codes more integrated.”

“An AQR code for sighted users functions in the same way as a regular QR code. They scan with their camera app, and it opens an experience. For visually impaired users, they unlock useful product information that they couldn’t access previously. Our partnership brings the worlds of form and function together and makes it easier to hit the mark on both. Moving forward, AQR codes should be seen as an essential always-on touchpoint,” says Harper.

AQR codes are based on the global GS1 Digital Link standard, enhancing ordinary QR codes with a small “dot-dot-dash” corner pattern that makes them detectable from greater distances. The technology offers structured, accessible product information, such as ingredients, allergens, and usage instructions, through accessibility apps including Be My Eyes, Microsoft Seeing AI, and Envision. They can support brands by delivering compliant and scalable digital experiences across stock keeping units, markets, and languages.

Max Dawes, COO at Zappar, believes, “Accessibility shouldn’t come at the expense of design, it should be part of it. The AQR format is deliberately minimal. That means brands can maintain full creative control and existing workflows while making packaging inclusive by design.”

“Access to product information should be a basic human right. We’re helping brands make inclusion part of their connected packaging strategy — simply, globally, and at scale. Through io.tt’s platform, AQRs can now be managed, localized, and updated at scale, ensuring accessibility, compliance, and brand storytelling all work together seamlessly,” he added. “As accessibility becomes embedded into connected packaging, design will evolve toward inclusive, intelligent packs that serve every consumer equally.”

“Accessibility and connected products should go hand in hand,” said Cameron Worth, Founder and CEO, io.tt. “Our partnership with Zappar means brands can now create a genuinely inclusive connected journey - from the physical pack all the way through to the digital experience. It’s about making sure every consumer has equal access and doing it at the same enterprise scale we deliver for our clients across the world.”

“Access to product information should be a basic human right,” added Max Dawes, COO, Zappar. “By connecting Zapvision’s Accessible QR technology with io.tt’s powerful connected product platform, we’re helping brands make inclusion a builtin part of their connected packaging strategy – simply, globally, and at scale.”

io.tt continues to expand its footprint globally, following a series of major enterprise wins across FMCG, beauty, beverages, and healthcare, with this partnership unlocking further opportunities in the packaging ecosystem.