A new global reuse packaging symbol has been launched to help businesses and consumers identify reusable packaging and recognised reuse systems, marking a significant step in the development of the circular economy.
The symbol has been introduced by PR3: The Global Alliance to Advance Reuse, an international coalition of businesses, governments, non-governmental organisations, designers and reuse operators.
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It is intended to provide a consistent visual identifier for reusable packaging across global markets, helping distinguish genuine reuse systems from single-use products and recycling labels.
The launch comes as governments and businesses face growing pressure to reduce packaging waste, plastic pollution and greenhouse gas emissions. Industry groups increasingly view reusable packaging as an important complement to recycling in meeting waste reduction and sustainability targets.
Global standard for reusable packaging
The new symbol was developed through PR3’s “Rebrand Reuse” initiative, launched in 2025 to create a universal identifier for reusable packaging and the infrastructure that supports it.
The competition attracted 236 entries from 29 countries. Following international design reviews, consumer testing and legal assessments, the winning design was selected from a shortlist based on criteria including recognisability, memorability and cultural adaptability.
It was created by Colombian designers Nicole Ascanio Rodriguez and Juan Navarrete, co-founders of Epigrama Studios.
Unlike recycling logos, the new symbol is intended specifically for products and systems that operate within an established reuse network. It may appear on reusable containers, return points, washing facilities, digital platforms and other infrastructure that supports repeated use.
Rules aim to prevent greenwashing
PR3 says the symbol can only be used where packaging meets defined criteria set out in its labelling standard. Eligible systems must include arrangements for collection, transport, sorting, washing and redistribution, ensuring that packaging is reused rather than simply marketed as reusable.
Amy Larkin, co-founder and director of PR3, said: “Recycling does not solve the packaging and waste crises.”
She added that reuse systems “keep a package in circulation” through multiple cycles before recycling becomes necessary, giving consumers “a clear way to recognise reuse systems — and trust them.”
The organisation says the requirements are designed to prevent misuse of the symbol and reduce the risk of misleading environmental claims.
Growing focus on reuse systems
The launch reflects wider policy and industry efforts to expand reusable packaging as part of the global transition towards a circular economy.
In Europe, industry organisations have already called for a clear and enforceable reuse label under the European Union’s Packaging and Packaging Waste Regulation, arguing that only packaging operating within verified reuse systems should qualify.
PR3 says its wider standards programme covers container design, collection systems, washing operations, digital tracking, labelling and other technical requirements needed to support reuse infrastructure.
The alliance is also developing certification programmes intended to support consistent implementation across international markets.
As businesses invest in reusable packaging systems, a common symbol could improve consumer recognition while helping companies identify packaging that complies with recognised reuse standards rather than conventional recycling schemes.
