The coalition says the launch comes amid global pressure to tackle the plastic and climate crises and growing recognition that the scale of the problem cannot be saved by recycling alone. PR3 states that reuse can cut single-use packaging production by up to 90% and reduce emissions by up to 80%.
The symbol was created by Nicole Ascanio Rodriguez and Juan Navarrete, designers and co-founders of Epigrama Studios, based in Colombia. The design was selected following multiple rounds of jury review, global market testing and evaluation against criteria including distinctiveness, memorability, actionability, cultural adaptability and recognizability. It was also evaluated to ensure it could be clearly distinguished from the existing recycling symbol.
Presented by the PR3 Global Standards Panel, Rebrand Reuse launched in 2025 as a global design initiative to create a universal symbol for reuse systems and reusable packaging. The initiative received 236 submissions from 29 countries across every continent except Antarctica and was selected through an international review, consumer research, and legal evaluation process.
The Alliance says use of the symbol is tied to specific criteria within the PR3 Marking & Labeling Standard, soon to be published by the American National Standards Institute. The symbol may only be used on packaging and infrastructure operating within systems that include collection, transport, sorting, washing and reuse processes. The symbol may also appear across collection points, wash facilities, digital interfaces, return systems and reuse infrastructure designed to support end-to-end circular systems.
The symbol is being introduced on a range of reusables and reuse infrastructure including cups, food and to-go containers, wine and beverage bottles, cleaning and homecare product containers, collection bins, logistics vehicles and city-wide ecosystems.
Some of the organizations working to integrate the symbol include Huskee, deploying the symbol in multiple locations in Australia; Muuse across locations in Canada, Hong Kong and Singapore; Eco-Dahab in Egypt; Re-Universe in the UK and Bold Reuse in locations including Missouri, Arizona and Washington in US.
