Could Label‑less Design Redefine Packaging?

The packaging industry is navigating one of its most significant operational transformations in decades.

As the industry evolves, an increasing momentum towards label-less products is reshaping how supply chains function, from material sourcing to final delivery.

The shift, driven by regulatory requirements and sustainability mandates, is slowly compelling businesses to rethink their entire packaging infrastructure and logistics frameworks.

Transformation through digital systems

The transition from physical labels to digital identities represents a fundamental change in packaging operations.

Kiarne Treacy, CEO of Sustainable Choice Group, identifies this as a turning point for the industry 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."

For supply chain operators, this evolution addresses longstanding inefficiencies. Traditional labels require separate production runs for different markets, creating inventory complexities and waste throughout the distribution network.

Digital solutions enable centralised production with localised information delivery, streamlining warehousing and reducing stock-keeping unit proliferation.

Regulatory frameworks driving change

The European Union's Packaging and Packaging Waste Regulation (PPWR), which began applying recently, is reshaping packaging specifications across the supply chain.

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

PFAS chemicals are now banned from packaging across the EU, forcing material suppliers to reformulate products and manufacturers to verify compliance throughout their procurement processes.

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

For procurement and logistics teams, the DPP provides real-time verification of product authenticity, material composition and environmental impact data, enabling more informed inventory decisions and supplier assessments.

Infrastructure upgrade 

The shift from linear barcodes to 2D barcodes represents 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."

For supply chain operations, the benefits are substantial. Smart QR codes 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.

Material innovation and 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.

By removing physical labels in 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 their packaging specifications. These approaches reduce material complexity and improve sorting efficiency at recycling facilities.

The move toward label-less packaging requires substantial changes to production and sourcing strategies. Success depends on securing suppliers of sustainable materials like rPET and compostable fibres compatible with direct printing and laser etching technologies.

For packaging managers, this means rebuilding supplier networks and investing in new production equipment.