Transforming Sustainable Packaging: Label-less Design

The packaging sector is undergoing an operational shift towards sustainability, with label-less products emerging as a critical component of environmental transformation.

This evolution is fundamentally altering supply chain operations, material procurement and distribution strategies as businesses respond to mounting regulatory pressure and sustainability imperatives.

Digital identity systems transform operations

The movement from physical labels to digital product identification could represent a pivotal moment for packaging operations.

According to Kiarne Treacy, CEO of Sustainable Choice Group, on LinkedIn: "The industry is marking the beginning of the end of physical product labels. Why? Because they are static, impersonal and wildly finite.

"We are moving to a new era of product labelling, compliance will be the instigator but our burning desire for instant gratification will be the catalyst."

This transformation addresses persistent supply chain inefficiencies that have long challenged the industry.

Traditional labelling systems necessitate separate production runs for different markets, generating inventory complications and waste across distribution networks.

Digital solutions could enable centralised production whilst delivering localised information, potentially streamlining warehousing operations and reducing stock-keeping unit proliferation throughout the supply chain.

Digital labelling systems could eliminate the need for multiple packaging variants, reducing complexity in warehouse management and distribution planning.

This consolidation allows businesses to maintain smaller inventory footprints whilst serving diverse markets with identical physical products.

Furthermore, the flexibility of digital systems enables rapid response to regulatory changes without requiring physical packaging modifications.

When labelling requirements shift across different jurisdictions, companies can update digital information instantly rather than managing costly packaging redesigns and disposal of obsolete stock.

Regulatory mandates accelerate industry change

The European Union's Packaging and Packaging Waste Regulation (PPWR), which came into force on 19 December 2024, is fundamentally reshaping packaging specifications across supply chains.

The regulation responds to the 180 kg of packaging waste generated per person annually by mandating that all packaging be designed for collection, sorting and processing into new materials.

PFAS chemicals are now prohibited from packaging across the EU, compelling material suppliers to reformulate products whilst manufacturers must verify compliance throughout procurement processes.

The Digital Product Passport (DPP) has evolved from a niche requirement into essential supply chain infrastructure, accompanying products through the entire value chain with unique identifiers, compliance documentation and end-of-life instructions.

For procurement and logistics teams, the DPP could provide real-time verification of product authenticity, material composition and environmental impact data, potentially enabling more informed inventory decisions and supplier assessments aligned with sustainability objectives.

The regulatory landscape is creating new compliance challenges that require sophisticated tracking systems.

Businesses must now demonstrate packaging recyclability through verifiable data chains, necessitating closer collaboration between material suppliers, packaging manufacturers and brand owners.

This increased transparency demands investment in digital infrastructure capable of capturing and sharing compliance information across complex supply networks.

Advanced barcode technology infrastructure

The transition from linear barcodes to 2D barcodes could represent a critical infrastructure upgrade for packaging and distribution networks.

These next-generation codes, such as QR codes powered by GS1, can carry significantly more data than traditional barcodes, including origin information, allergen details and carbon footprint metrics.

Anne Godfrey, CEO of GS1 UK, says: "The next generation of barcodes – QR codes powered by GS1 – will underpin the next retail revolution to give greater power to the consumer."

Smart QR codes could enable real-time data updates, allowing brands to manage recalls with greater precision and provide market-specific recycling instructions without reprinting physical packaging.

Retailers like Morrisons are implementing this technology to build datasets tracking emissions at every distribution point, from supplier facilities to retail locations.

The infrastructure requirements for widespread 2D barcode adoption extend throughout the supply chain.

Retailers must upgrade scanning equipment at point-of-sale systems, while distribution centres require updated inventory management technology.

Despite these initial investments, the long-term operational benefits include enhanced traceability, improved inventory accuracy and the ability to capture granular data on product movement throughout distribution networks.

Material innovation drives production adaptation

Coca-Cola's expansion of laser-engraved and embossed designs on Sprite and Sprite Zero bottles demonstrates the production changes required for label-less packaging aligned with sustainability goals.

By removing physical labels in March 2024, the company simplified the recycling process, eliminating the need to separate different materials during processing.

Dusan Stojankic, VP Franchise Operations at Coca‑Cola GB&I, says: "Going label-less might seem like a small step, but it is one of several ways we are exploring making recycling easier, minimising waste, and minimising the impact of our packaging on the environment."

Evian has similarly moved toward 100% recycled PET bottles with embossed logos, removing traditional adhesives and plastic sleeves from packaging specifications.

These approaches could reduce material complexity and improve sorting efficiency at recycling facilities, supporting circular economy objectives.

The transition toward label-less packaging requires substantial changes to production and sourcing strategies focused on environmental performance.

Success depends on securing suppliers of sustainable materials like recycled polyethylene terephthalate (rPET) and compostable fibres compatible with direct printing and laser etching technologies.

For packaging managers, this could mean rebuilding supplier networks and investing in new production equipment whilst prioritising sustainability criteria throughout procurement processes.