Comment
Beyond the label: Is direct-to-container branding the future of beverage packaging?
However, pilot programs have revealed challenges. It can be diffi cult to achieve high contrast and consistent legibility on PET under condensation. Furthermore, high-speed beverage lines require precise coding at thousands of bottles per hour.
By Nitin Mistry, global account manager, Domino Printing Sciences
C
onsumer demand for eco-friendly packaging is surging, with the market for solutions designed to reduce environmental impact across their entire lifecycle expected to grow from USD 277.32 billion in 2026 to USD 536.16 billion by 2035. While innovation in areas such as sustainable materials and recycling continue – accelerated by global regulations including the EU’s Packaging and Packaging Waste Regulation (PPWR) – brands face challenges in fulfi lling eco-friendly goals. Labels are a prime example: often made from mixed materials, they complicate recycling streams. With escalating demands for both brand engagement and regulatory information, the quality and durability of labels is critical. So how can brands balance visibility with sustainable objectives.
LABEL-FREE EXPERIENCE
By eliminating labels and printing directly onto PET, HDPE, or glass bottles, brands can simplify recycling and reduce material use. Critically, these goals can be achieved without sacrifi cing regulatory marking requirements.
Several beverage producers have already introduced bottles made from 100 per cent recycled PET with embossed logos and laser-engraved product information, demonstrating that brand visibility can coexist with sustainability goals. The label-free format is facilitated by direct-to- container coding technologies – including laser or inkjet. These technologies enable manufacturers to apply branding, traceability and compliance information directly onto containers. Laser off ers durable, near consumable-free coding, while inkjet provides fl exibility for colour and contrast requirements where needed.
While these technical hurdles shape the pace of adoption, it is important for brands to consider the new demands of label-less designs. 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. These creative solutions show that branding doesn’t have to disappear with the label.
OPPORTUNITIES FOR BRAND OWNERS While challenges remain, 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 diff erentiate in a crowded market. In the short term, hybrid solutions that combine partial labelling and direct coding provide the benefi t of reduced material use and improved recyclability.
Building on this foundation by investing in improved coding technologies will enable brands to fully digitalise packaging. This will deliver premium aesthetics and enhanced customisation and serialisation, while maintaining speed, sustainability and reducing manufacturing costs. In the long term, brands can 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 sustainability credentials, build consumer trust and future-proof packaging strategy.
BEGIN THE EVOLUTION
Direct to container coding is beginning to redefi ne the way brands can balance identity with sustainability. Recent trials have shown that removing labels can signifi cantly 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. Brands that delay investment could fall behind as regulatory requirements tighten and sustainability expectations continue to rise. Early adopters gain credibility, achieve compliance readiness sooner and strengthen their sustainability positioning as consumers increasingly favour brands that lead on eco innovation.
CONCLUSION
Label-free packaging represents more than a design trend. It marks the start of a new era of brand communication and identity and underpins the next generation of 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 the challenges of speed, readability and aesthetics remain, the trajectory is clear.
For beverage producers, the question isn’t whether label-free packaging will become mainstream, but when. Brands have the chance to gain competitive advantage by exploring direct-to container coding and branding today.
8
May/June 2026
www.convertermag.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58
