Gentlebrand’s paper neck labels dodge adhesives for improved PET bottle recycling

01 Nov 2021 --- Gentlebrand Studio has developed a glue-free label concept made of organic seed paper, which is placed around the bottle neck instead of the body.

The neck labels facilitate the recyclability of fully clear recycled PET bottles, as conventional inks and glues used on bottle labels can contaminate the recycling stream.

“Aroma’s main objective was to rethink the standard concept of packaging. This is not a revolution, rather a reorganization of the product system’s components to achieve smarter packaging management,” Luca Baldessin, packaging expert at Gentlebrand, tells PackagingInsights.

Standing out on shelf
The labels are made from paper containing lavender, chamomile and savage plant seeds. They are fully recyclable, organic and printed using vegetable inks.

“Perceived as an additional bottle component, [the label] will be easy to remove and hopefully help improve the packaging’s end-of-life,” adds Baldessin.

“Market research shows that people, especially younger targets, are willing to spend more on green products.”

Innova Market Insights highlights 50% of global consumers are willing to pay more for environmentally conscious packaging. Moreover, 65% are willing to switch their usual brand for a brand with more eco-friendly packaging.

The label’s “pleasant” aesthetics are suitable to a range of F&B products and appeal to different market segments. “It’s new in the market, so it really stands out from other bottles on the shelves,” he explains.

According to Innova Market Insights, 50% of global consumers favor packaging with a minimalist or simplistic design, followed closely behind natural designs (43%).

The Aroma label opens up brands’ “freedom of expression” on the label, but also on the body of the bottle. Here, customizable embossed decorations and writings are possible “for infinite SKUs with limited investments,” says Baldessin.

Gentlebrand Studio introduces a “reorganization” of packaging elements with its bottle neck label made of organic seed paper.Labelless futures ahead?
Environmentally sustainable solutions don’t necessarily require new equipment or materials, as the Aroma label demonstrates. “We tried to find a solution that could be easy to implement and accessible to everyone,” continues Baldessin.

“[However,] after decades of absolute flattening in technological packaging research, there are large investments associated with the development of new [adhesive labeling] materials, resins and new technological processes.”

For example, FrieslandCampina has demonstrated how zip-and-tear labels can make separation easy for consumers. Meanwhile, Avery Dennison’s wash-off adhesive label for PET containers has been approved by Scandinavian deposit return systems.

“Therefore, it is certainly impossible to say whether the common adhesive labels have reached their end. What is certain is that in the next few years, there will be significant revolutions around the packaging world,” Baldessin concludes.

By Anni Schleicher

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