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With the EU’s Packaging and Packaging Waste Regulation (PPWR) looming on the horizon, packaging design is about to get a major shake-up.
Replacing the Plastic & Plastic Waste Directive (PPWD), new PPWR rules don’t just tighten the definition of sustainable packaging, they change how every brand communicates with its customers on pack.
The regulation aims to reduce packaging waste, increase recyclability, and bring more harmony across EU markets, which are often fractured and inconsistent. But in practice, it also means packaging teams will need to go back to the drawing board for many incumbent pack designs.
Every pack will need a rethink
When it comes to packaging circularity, not all materials are created equal. Waste is a rampant problem that has been escalating for some time, and it’s clear that more must be done to develop the circular material economy. That’s exactly what the PPWR sets out to solve, putting tougher targets on brands and their packaging supply chains for packaging recyclability and use of recycled materials.
At the centre of the PPWR are new mandatory labelling requirements. Standardised pictograms will need to appear on every consumer-facing pack, showing the material used and how to dispose of it properly. Adding further complexity for international businesses, in many cases this will need to be done in more than one language.
Reusable packaging formats, such as refillable pouches, will also need dedicated markings to indicate durability, return cycles, or usage limits. QR codes must be included too, giving consumers access to extra information like recycling guidance, product details, or reuse instructions.
Put simply, almost every current packaging format will need to be redesigned. Existing designs will need to make room for all of this without losing visual appeal, brand recognition, or shelf presence. Navigating that complexity requires an experienced partner, one who understands packaging design and production inside out. That’s where Eco Flexibles comes in.
Why digital printing is the right fit
PPWR is exactly the kind of packaging challenge where digital printing shines. Brands will need to adapt quickly and often, which is difficult to do with traditional plate-based printing methods.
While methods like flexo are time-tested and have their own strengths, today’s latest digital presses make it easier to run smaller batches with more frequent updates. Whether that’s adding new QR codes, updating labels, localising content by region, or testing layout variations, it can all be done quickly and with minimal waste.
And when you need to include variable data, things like batch traceability, product-specific return instructions or unique QR codes, digital printing makes it part of the standard workflow.
What’s also changing is the creative side. Label text will now take up more space, which leaves less space for traditional branding. That puts extra pressure on design teams to be smarter about layout, colour, and messaging. With digital print, it’s easier to experiment, conceptualise, iterate, and refine designs in short runs without delay.
A moment of change is a chance to lead
The biggest winners in the dawn of PPWR will be those brands that rethink how packaging works and what it communicates, rather than treating the changes as a box ticking exercise. For printers and converters like Eco Flexibles, this is an opportunity to help brands adapt without slowing down.
Helping clients navigate this change, offering clear advice on label layout, QR integration, and compliance, and showing how sustainability and creativity can work hand-in-hand; that’s where real value lies.
There’s also the environmental angle. Digital printing typically creates less waste than other print methods, doesn’t use solvent-based non-recyclable plates, and enables precise stock control. That kind of efficiency lines up perfectly with the PPWR’s focus on reducing excess packaging and controlling carbon impact across the value chain.
Why work with Eco Flexibles?
At Eco Flexibles, we’re already helping brands future-proof their packaging and put circularity at the heart.
At our multi million-pound production site, we have invested in the latest digital printing technology, including a duo of Fujifilm Jet Press FP790s, the first of their kind outside of Japan, and built a team that understands both sustainability requirements and creative production.
We’re not just here to print. We’re here to guide brands through the shift, helping with everything from recyclability and lightweighting material structure to smart label placement and QR code integration.
And because we also offer flexo production, we can switch methods to ensure we’re always using the best tool for the job, giving brands the best of both worlds.
The PPWR might require a rethink, but it’s also an unmissable opportunity to build packaging that’s smarter, faster to adapt, and ready for the next era of sustainability. With the right partner in your corner, redesign isn’t a disruption; it’s a competitive edge.
Click here to get in touch with our team and begin your packaging journey.
