A label applicator system is described comprising one or more, and preferably two, assemblies of rollers and belts. The assemblies are arranged relative to one another such that at least a portion of the belts of each assembly are aligned with one another to define an article receiving lane. The assemblies are arranged and configured such that the lane extends in a zig- zag path, a relatively straight path, and/or an arcuate path. Selection of the lane geometry along with appropriate control of belt velocities enable high rates of applying labels to articles and particularly containers having compound curves.