A thermal transfer printer incorporated into a portable handheld applicator for self-adhesive tape (also known as a tape gun), allowing to print variable data in real-time on the backside of the tape before it is manually applied onto packaging and/or products. Variable logistical and/or traceability information can be printed directly onto any off-the-shelf self-adhesive tape so that an additional adhesive label on the product and/or packaging will no longer be required. It also allows for a reduction in the amount of preprinted tape and/or packaging material. All needed visual differentiations (branding, product information, packaging content or other) can be displayed on the tape while keeping the packaging itself standardized.