Lightweight and label-free
The Italian agency Gentlebrand, based in San Vendemiano, specialises in brand identity and packaging design, creating solutions that blend current trends with emerging technologies, with a strong focus on sustainability. At drinktec, PETplanet met with Gentlebrand Director Andrea Rizzardi, who presented several of the company’s latest projects.
When helping clients refresh their product’s “outfit,” Gentlebrand aims to make the transition as seamless as possible. “One of the projects we’re showcasing here in Munich is the ROSAE wine bottle, which can be partially made of bioPET,” explains Rizzardi. “It behaves like a glass bottle on filling lines and can be run on existing equipment – yet at 50 g for a 750 ml format, it’s significantly lighter than glass and fully recyclable in PET streams.”
To ensure compatibility, Gentlebrand partnered with Husky to develop a preform that can be sealed with traditional cork caps. The material, which includes UPM Biochemicals’ carbon negative, wood-based BioMEG, is enhanced with oxygen scavengers and UV protection additives to achieve a shelf life of 12-18 months. “This avoids the need for multilayer solutions, which is the key point, while still providing a shelf life suitable for fresh wines,” Rizzardi adds.
ROSAE was recognised at the 2025 Pentawards, receiving the Silver Award for successfully combining aesthetic refinement with environmental responsibility. The jury particularly praised how the design reduces environmental impact without compromising elegance or functionality.
Label-free solutions
Gentlebrand has applied a similar bioPET approach to its new Zelda mineral water bottle. The label-free design enhances recyclability and reinforces a minimalist brand identity, while Smartweight technology reduces material use without affecting strength or performance. This approach aims to optimise every stage of the product lifecycle, from production to transport and disposal. Available in four sizes and for both still and sparkling water, the bottle balances elegance with efficiency throughout its lifecycle.
For the Aroma bottle, Gentlebrand also chose a label-free design (photo top). To convey product information, Rizzardi has explored multiple options: “In the future, we could use secondary packaging instead of a label. On display, the Aroma bottle features a label made from organic paper on the neck – no glue required, which facilitates recycling. Having the label as a separate element encourages consumers to dispose of label and bottle separately. Another option is printing directly on the bottle, for example via laser. Finally, inserts in the bottle moulds are possible. This is a very flexible solution as the inserts are easy to replace.”