Transforming Sustainable Packaging: The Rise of Label-less Design

Sustainability Magazine’s January 2026 feature reveals how label-less packaging is revolutionizing supply chains by replacing traditional physical labels with embossed designs and digital identity systems. This change aligns with growing environmental regulations and the corporate drive towards streamlined, eco-friendly packaging.

The Shift from Physical Labels to Digital Systems

Traditional product labels, typically static and market-specific, contribute to waste and supply chain inefficiencies. As Kiarne Treacy, CEO of Sustainable Choice Group, highlights, the industry is moving away from these finite labels toward dynamic digital labeling that allows centrally produced packaging to adapt instantly to local regulatory requirements.

Key benefits include:

• Simplified inventory management by reducing packaging variants.
• Easier compliance updates without physical redesign.
• Decreased waste from obsolete packaging stock.

Regulatory Drivers: EU Packaging and Packaging Waste Regulation (PPWR)

The introduction of the EU’s PPWR in December 2024 mandates recyclable packaging designed for easy collection and processing, banning harmful substances like PFAS. The Digital Product Passport (DPP) has become essential for embedding compliance data and lifecycle information directly within supply chains, enhancing transparency and traceability.

Procurement teams now leverage DPPs for:

• Real-time verification of materials and authenticity.
• Improved sustainability-aligned supplier assessments.

Advanced Barcode Technology: From Linear to 2D Codes

Industry leaders like GS1 UK CEO Anne Godfrey predict a retail transformation via QR codes powered by GS1. Unlike traditional barcodes, 2D codes carry extensive product data such as origin, allergens, and carbon footprints, enabling:

• Real-time product data updates for recalls and regional recycling instructions.
• Detailed emissions tracking across distribution points, as implemented by retailers like Morrisons.

The full potential requires upgrades in retail and warehouse scanning infrastructure but promises enhanced traceability and inventory precision.

Material Innovation and Production Adaptation

Major brands exemplify label-less packaging success:

• Coca-Cola UK & Ireland introduced laser-engraved Sprite bottles in 2024, eliminating adhesive labels to ease recycling.
• Evian uses embossed logos on 100% recycled PET bottles, removing plastic sleeves.

Adopting label-less packaging involves integrating sustainable materials like recycled PET (rPET) and compostable fibers compatible with direct printing and laser etching technologies. Companies must adjust supplier relationships and invest in new manufacturing equipment to meet environmental criteria.

Conclusion

Label-less packaging represents a critical component in the sustainable transformation of supply chains. By leveraging digital technologies, complying with stringent regulatory frameworks, and innovating material use, brands can significantly reduce waste and simplify operations. This evolution not only supports circular economy objectives but enhances transparency, efficiency, and consumer engagement in sustainability.

Sources & Key Executives:

• Kiarne Treacy, CEO of Sustainable Choice Group
• Anne Godfrey, CEO of GS1 UK
• Dusan Stojankic, VP Franchise Operations, Coca-Cola GB&I

For further insights on sustainability transformation and packaging innovations, explore Sustainability Magazine’s authoritative coverage.

Published by Sustainability Magazine, January 5, 2026

Design Delight Studio curates high-impact, authoritative insights into sustainable and organic product trends, helping conscious consumers and innovative brands stay ahead in a fast-evolving green economy.