The world of product packaging and supply chain management is evolving rapidly. Consumers expect more transparency, businesses demand greater efficiency, and regulatory bodies are pushing for stricter compliance. At the heart of this transformation is GS1 Project Sunrise - a global initiative aimed at driving the transition from traditional barcodes to 2D barcodes, such as QR codes, powered by GS1 Digital Link.

Project Sunrise isn’t just about updating technology; it’s about redefining how brands connect with consumers and streamline supply chains. It represents a future where every product carries a dynamic, scannable code that serves both business operations and customer engagement.

In this blog, we’ll delve into what GS1 Project Sunrise is, why it’s important, and how brands can prepare for this shift to stay ahead in an increasingly connected world.

The Vision Behind GS1 Project Sunrise

GS1 Project Sunrise is a global effort to transition from traditional 1D barcodes (like UPCs) to 2D barcodes that carry more information and offer greater flexibility. The goal is to create a universal, standardised system that works seamlessly across:  

• Retail environments (for faster checkouts and better inventory management) 

• Supply chains (for improved traceability and logistics) 

• Consumer experiences (for interactive, digital engagement via smartphones) 

This move is driven by an increased need for more real-time data, better product transparency, and the ability to adapt to regulatory changes globally in an agile way.  

Top Tip: Start planning your packaging updates now. Integrate GS1 Digital Link-enabled QR codes that can serve both supply chain and consumer engagement purposes. A QR / NFC ID management platform (like io.tt) can help manage this transition efficiently.

Enhancing Supply Chain Efficiency

In today’s complex supply chains, data accuracy and visibility are critical. GS1’s Project Sunrise aims to replace barcodes with 2D barcodes (QR codes) that will allow brands to embed more detailed information directly into the code, such as batch numbers, expiration dates, serial numbers and traceability data, as well as act as the gateway to deeper consumer experiences. This is intended to lead to:  

• Faster, more accurate checkouts

• Streamlined recalls with pinpoint accuracy

• Improved inventory management through real-time tracking

By consolidating information into a single code, businesses can reduce errors, improve operational efficiency, and enhance product traceability across the entire supply chain.

Top Tip: Collaborate with your supply chain and IT teams to ensure that your scanning systems are compatible with 2D barcodes. Use a connected experience platform to centralise data management and optimise logistics workflows.

Unlocking New Consumer Engagement Opportunities

While traditional barcodes are invisible to consumers, 2D barcodes can be scanned by smartphones, turning every product into a direct communication channel between the brand and the consumer. Through a single scan, brands can offer:  

• Product authenticity verification 

• Sustainability information 

• Personalised content and promotions 

• Loyalty program integration 

This creates opportunities for real-time consumer engagement, personalised experiences, and even first-party data collection in a privacy-compliant way.

Top Tip: Design QR codes with clear calls-to-action (CTAs) like “Scan to Win” or “Unlock Rewards.” Use a QR / NFC ID management platform to deliver dynamic content based on the user’s location, behaviour, or product interaction history.

Supporting Regulatory Compliance and Sustainability Goals

Global regulations are increasingly demanding more transparency around product origins, ingredients, and environmental impact. Project Sunrise supports these goals by making it easy for brands to:  

• Comply with EU regulations like the Packaging and Packaging Waste Regulation (PPWR) or Ecodesign for Sustainable Products Regulation (ESPR) 

• Implement Digital Product Passports (DPPs) for sustainability tracking 

• Ensure product authenticity to combat counterfeiting 

By embedding regulatory information into a dynamic 2D barcode, brands can update product details without reprinting packaging - saving both time and resources.

Top Tip: Future-proof your packaging strategy by adopting dynamic QR codes linked to real-time data. An ID management platform ensures compliance with evolving regulations while minimising packaging waste. 

Driving Data-Driven Insights and Business Growth

Beyond supply chain efficiency and consumer engagement, Project Sunrise unlocks the potential for rich data analytics. Every scan, whether by a warehouse worker or a customer, creates a data point that can be analysed to:  

• Track product performance across regions 

• Understand consumer behaviour and preferences 

• Optimise marketing campaigns based on real-time insights 

This data-driven approach helps brands make informed decisions, improve operational efficiency, and create more personalised customer experiences.

Top Tip: Leverage a QR / NFC ID management platform to collect and analyse data from every product interaction. Use these insights to optimise supply chain operations, marketing strategies, and customer engagement initiatives.

The Role of QR / NFC and ID Management Platforms

While GS1 Project Sunrise sets the global standard, brands need the right tools to implement and manage this transformation effectively. A QR / NFC ID management platform (like io.tt) enables brands to:  

• Generate and manage 2D barcodes across global product lines 

• Track real-time data from supply chain operations and consumer interactions 

• Deliver dynamic content tailored to different audiences 

• Ensure compliance with global GS1 standards and regulatory requirements 

Without such a platform, managing the complexities of connected packaging at scale becomes challenging.

Going Forward With GS1 Sunrise

GS1 Project Sunrise is more than just an industry initiative - it’s a catalyst for digital transformation. By shifting to 2D barcodes powered by GS1 Digital Link, brands can streamline supply chain operations, create richer consumer experiences, and future-proof their businesses against evolving regulatory demands.

The transition may seem daunting, but with the right strategy and tools in place, Project Sunrise offers an opportunity to unlock new levels of efficiency, engagement, and growth.

Ready to embrace the future of connected packaging? Discover how io.tt can help you implement GS1 Project Sunrise, manage dynamic product data, and engage consumers like never before - chat to one of our experts or start a free trial today.