The launch comes as the European Union’s Packaging and Packaging Waste Regulation (PPWR) begins to apply, putting greater emphasis on packaging recyclability, material efficiency and circularity. For brands, this means that packaging decisions – including the choice of label – increasingly need to be considered from the very beginning of the design process.
From decoration to an essential part of the packaging
As packaging moves towards a circular economy, the label is an integral part of the overall packaging system. Its material, adhesive, density, separation behaviour and interaction with the packaging substrate can influence what happens to the package during recycling.
“The role of the label has fundamentally changed. It is no longer enough to ask whether a label looks good or performs well on the shelf. We have to consider how it behaves as part of the complete packaging system and what happens to it after use,” says Reinhard Streit, Group Vice President Food & Beverage Global at CCL Label.
“With our new Packaging Configurator, we want to make this thinking easier for brands and packaging designers. It provides a practical starting point for exploring label technologies and making more informed choices for packaging designed with circularity in mind.”
