Techniques to apply a label to an object are described. In one embodiment, the label application system can include a magazine, an indexer, a separator, an applicator and an impressor. The magazine may hold one or more sets of contiguous labels. The indexer advances a label from the contiguous set of labels. The separator separates the label from the contiguous set of labels. The applicator may apply adhesive to the separated label or, alternatively, a substrate of the object. The impressor presses the label onto the desired object to complete the attachment process. In one embodiment the indexer is mechanically implemented. Alternatively, the indexer can receive control signals from a processor which control the movement of the indexer through the desired indexing positions.