PR3: The Global Alliance to Advance Reuse has launched a new international symbol designed to identify verified reusable packaging systems and help consumers distinguish genuine reuse from single-use or recycling claims. The initiative marks an important step for circular packaging, where clear labelling and trusted infrastructure are becoming essential to support behaviour change at scale.

The new symbol was created to provide a consistent visual marker across global markets. It can be used on reusable containers, return points, washing facilities, digital platforms and other parts of a reuse network. Unlike recycling logos, its purpose is not to indicate that a pack can be processed after disposal, but that it belongs to a system designed for repeated use.

This distinction is increasingly important. Many products are described as reusable because they are durable enough to be used again, but true reuse depends on a wider operating model. Packaging must be collected, transported, sorted, cleaned, redistributed and tracked so that it remains in circulation over multiple cycles. Without that system, reuse risks becoming a marketing claim rather than a measurable environmental solution.

Reusable packaging only delivers circular value when the container, consumer behaviour and return infrastructure work together as one system.

The 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 design competition attracted 236 entries from 29 countries. After international design reviews, consumer testing and legal assessments, the winning concept was selected for its recognisability, memorability and cultural adaptability.

The final design was created by Colombian designers Nicole Ascanio Rodriguez and Juan Navarrete, co-founders of Epigrama Studios. Its international development process reflects the challenge of reuse itself: the symbol must be simple enough for everyday consumers, but robust enough to work across different languages, cultures, retail formats and regulatory environments.

PR3 says the logo can only be used where packaging meets defined criteria in its labelling standard. Eligible systems must include collection, transport, sorting, washing and redistribution arrangements. This requirement is intended to prevent greenwashing and ensure that the symbol is reserved for packaging that operates inside a verified reuse model.

For brands and packaging suppliers, the launch creates a clearer framework for communicating reuse. As more companies test refillable cups, returnable containers, reusable e-commerce packs and shared packaging pools, a common identifier could improve consumer confidence and reduce confusion with recycling labels or informal reuse claims.

• Consumer recognition: a global symbol can help people identify where and how reusable packaging should be returned.
• System integrity: use of the symbol depends on verified reuse infrastructure, not only pack durability.
• Market alignment: common labelling can support brands, retailers and reuse operators across different regions.

The launch also arrives as reuse gains stronger policy attention. In Europe, packaging organisations have called for clear reuse labelling under the EU Packaging and Packaging Waste Regulation, arguing that only packs operating within recognised systems should qualify. Globally, governments and businesses are under pressure to reduce packaging waste, plastic pollution and greenhouse gas emissions, making reuse an important complement to recycling.

PR3’s wider standards programme covers container design, collection systems, washing operations, digital tracking, labelling and other technical requirements needed for reuse infrastructure. The alliance is also developing certification programmes to support consistent implementation across international markets.

The new reusable packaging symbol could become a practical tool for scaling circular packaging models. By giving consumers a clear visual cue and giving companies a recognised standard to follow, it helps move reuse from isolated pilots toward more trusted, interoperable systems. As businesses invest in returnable packaging, common labelling may become essential to making reuse simple, visible and credible.

Image concept: a clean global reuse packaging symbol displayed on returnable cups, food containers, washing crates and return stations, with consumers scanning a digital reuse platform in a modern retail environment.