The lowly UPC symbol is getting a makeover. A new service called Vanitybarcodes.com offers a library of stock, decorative barcodes that are fitted with unique product numbers and tested for scan compliance. The idea is to add a bit of personality to an otherwise overlooked packaging element. The service also offers custom designs, like the one created for Elyon Marshmallow packaging, which incorporates the brand’s “mallow” mascots into the barcode and is said to have captured the attention of national chain store buyers who are now carrying the product. Why brands should care: Are you overlooking any elements of your packaging?