Global Reuse Alliance Launches Universal Symbol to Support Circular Packaging Systems

A global coalition of businesses, governments, designers, non-governmental organizations, and reuse operators has unveiled a new universal symbol designed to identify reusable packaging and reuse systems worldwide, marking a significant step in efforts to scale the reuse economy and reduce dependence on single-use packaging.

The symbol was introduced by PR3: The Global Alliance to Advance Reuse and developed through Rebrand Reuse, a global design initiative launched in 2025 to create a standardized visual identifier for reusable packaging systems. Organizers said the symbol is intended to help consumers easily recognize products and infrastructure that operate within verified reuse systems.

The launch comes as governments and businesses face increasing pressure to address plastic waste and greenhouse gas emissions. While recycling remains a key waste management strategy, PR3 noted that only a small share of global plastic waste is ultimately recycled, prompting growing interest in reuse models that keep packaging in circulation through repeated collection, washing, and redeployment.

According to the alliance, large-scale reuse systems can significantly reduce demand for single-use packaging and lower lifecycle emissions by extending the useful life of packaging materials.

The winning design was created by Colombian designers Nicole Ascanio Rodriguez and Juan Navarrete, whose proposal was selected from 236 submissions representing 29 countries. The symbol underwent multiple rounds of international review, consumer testing involving 1,275 respondents across 17 countries, and legal evaluation before its final selection.

Navarrete said the design was intended to communicate continuity, return, and circulation while remaining simple enough for global adoption.

The symbol is already being deployed or evaluated across a range of reuse systems, including beverage bottles, food containers, reusable cups, collection infrastructure, logistics networks, and return programs. Early adopters include organizations operating in North America, Europe, Asia, the Middle East, and Australia.

PR3 said use of the symbol will be governed by specific requirements under its Marking & Labeling Standard, which is expected to be published through the American National Standards Institute. Unlike general recyclability claims, the symbol may only be applied to packaging and infrastructure operating within systems that include collection, transport, sorting, washing, and reuse processes.

Amy Larkin, co-founder and director of PR3, said the symbol and accompanying standards are designed to provide a clear and consistent way for consumers and businesses to identify legitimate reuse systems.

Industry participants and sustainability experts involved in the selection process emphasized that common visual standards are essential for improving consumer participation and enabling reuse systems to scale across different markets and sectors.

PR3 has developed a broader framework of reuse standards covering packaging design, collection systems, digital tracking, operations, incentives, and washing infrastructure. The organization said these standards are already being used to support the development of municipal and commercial reuse programs across North America, Europe, and Asia.

Source: pr3standards

SUNSHINE Spotlight: The launch of a universal reuse symbol aims to create a globally recognized visual standard for reusable packaging systems, supporting wider adoption of circular economy models beyond traditional recycling.