The rise of label-free packaging
Imagine a bottle without a traditional label – yet still carrying your logo, product details, and compliance information, all printed directly onto its surface. This concept is no longer theoretical; it’s already being tested in the beverage industry and other applications as sustainability pressures reshape packaging strategies.
“Direct‑to‑container coding is now redefining how brands balance identity with sustainability,” comments Nitin Mistry, Global Account Manager, Domino Printing Sciences. “Recent trials have shown that removing labels can significantly reduce carbon footprint and improve recyclability while also lowering manufacturing costs. In some cases, switching to embossed branding and direct coding saved several kilograms of CO₂ per thousand bottles, proving that sustainability gains are tangible.”
What impact can direct-to-container make?
Consumer demand for eco-friendly packaging is surging, and regulations like the EU’s Packaging and Packaging Waste Regulation (PPWR) are accelerating interest in label-free formats. Labels, often made from mixed materials, complicate recycling streams. By eliminating them and printing directly onto PET, HDPE, or glass bottles, brands can simplify recycling and reduce material use – without sacrificing regulatory marking requirements.
Several beverage producers have already introduced bottles made from 100% recycled PET with embossed logos and laser-engraved product information, demonstrating that brand visibility can coexist with sustainability goals.
What technology is driving the shift?
Direct-to-container coding technologies – including laser or inkjet – enable manufacturers to apply branding, traceability, and compliance information directly onto PET, HDPE, or glass bottles. Laser offers durable, near consumable-free coding, while inkjet provides flexibility for colour and contrast requirements where needed.
However, pilot programs have revealed challenges: achieving high contrast and legibility on PET, can be difficult under condensation, and high-speed beverage lines require precise coding at thousands of bottles per hour. These technical hurdles are shaping the pace of adoption.
Brand identity vs sustainability
Labels have traditionally been the canvas for storytelling, design, and regulatory text. Moving to direct coding and embossed features means rethinking how logos, typography, and design elements appear on the container itself. Some early adopters have experimented with embossed artwork and coloured caps to maintain brand recognition while eliminating labels – creative solutions that show branding doesn’t have to disappear with the label.
Opportunities for brand owners
The shift to direct-to-container, also referred to as direct-to-shape, branding is an opportunity for brand owners to lead on sustainability and differentiate in a crowded market:
- Short-term wins: Reduce material use and improve recyclability with hybrid solutions that combine partial labelling and direct coding.
- Mid-term advantage: Invest in improved coding technologies to deliver premium aesthetics and enhanced customisation and serialisation through the digitalisation of packaging, while maintaining speed and sustainability and reducing manufacturing costs.
- Long-term leadership: Embrace smart packaging innovations – such as digital watermarks and smart QR codes – to enhance consumer engagement and traceability while eliminating labels entirely.
Forward-thinking brands can use this transition to strengthen their sustainability credentials, build consumer trust, and future-proof their packaging strategy.
The risk of waiting
Delaying investment could mean falling behind as regulatory requirements tighten and sustainability expectations continue to rise. Early adopters gain credibility, meet compliance readiness sooner, and strengthen sustainability positioning, as consumers increasingly favour brands that lead on eco innovation.
Label-free packaging – ready or not?
Label-free packaging represents more than a design trend; it signals a shift in how brands communicate product information, brand identity, and environmental responsibility. The tension between brand visibility and sustainability is real, but it’s also an opportunity for innovation. Direct-to-container coding technologies are advancing rapidly, and while challenges remain – speed, readability, and aesthetics – the trajectory is clear.
For beverage producers, the question isn’t whether label-free packaging will become mainstream, but when and which brands will be prepared.
Call to Action:
Ready to explore direct-to-container coding and branding for your beverage products? Read our Complete guide to Labelless PET Bottles blog