Evian, the France-based bottled water company, is introducing a new bottle that has no label. This effort is part of the brand’s desire to become fully circular by 2025—and addresses the issue that, while most labels are technically recyclable, many recycling facilities either can’t or don’t process them.

The new bottle is made from 100% recycled plastic, with the exception of the cap. The Evian logo and other details are carved into the bottle itself during the production process.

“It took almost two years for us to develop this innovation,” notes Shweta Harit, global brand vice president at Evian. The company had to ensure that the packaging met quality and safety standards.

Evian’s label-free bottles will be distributed in select hotels, restaurants, and hospitality venues, and sees it as “a sustainable solution for e-commerce, where there’s no need for barcode labeling.”

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