Date November 19, 2025
Written by Rivendell
The packaging landscape is evolving. By 2027, retail systems around the world will be equipped to scan 2D barcodes, such as GS1 QR codes and DataMatrix, alongside the traditional EAN/UPC linear barcodes we’ve relied on for decades.
This transition, known as GS1 Sunrise 2027, marks a significant step forward in how packaging functions. It will have an impact not just at point of sale, but across the entire supply chain and consumer experience. And for those of us working in packaging industry, it introduces a new layer of technical and creative responsibility.
Understanding Sunrise 2027
Sunrise 2027 isn’t the deadline to stop using traditional barcodes, but the milestone by which global retail systems will be ready to handle both formats. In practical terms, this means many packs may carry dual codes during the transition period.
Unlike linear barcodes, 2D codes can hold far more information. This includes batch numbers, expiry dates, and traceability data, but also the ability to connect directly to digital content like product pages or sustainability info. All of this can be accessed from a single scan.
It’s a meaningful shift, but one that requires close attention to design, print readiness, and technical standards.
Why This Matters for Packaging Design and Print
Packaging is more than a visual tool. It is also a functional part of the supply chain. As we prepare for Sunrise 2027, there are several areas that packaging teams and pre-press studios will need to manage carefully.
Design and layout must accommodate additional code elements without disrupting pack hierarchy or weakening brand identity. Placement, contrast, and clear space all influence how well a code scans. Artwork teams, like ours at Rivendell, are already beginning to explore how these new formats can sit within existing templates without compromise. Our studio supports this work through layout adaptation, asset integration, and collaboration with print suppliers.
Print quality and reproducibility will also come under greater scrutiny. 2D barcodes demand precision, particularly when printing across different substrates or formats such as labels and shrink sleeves. Our reprographics and plate-making teams have seen an increase in barcode validation requests, as brands look to test what their current workflows can handle and assess whether changes to specification or print process are needed.
Just as important is verification and compliance. GS1 standards around 2D codes are already being rolled out, meaning brands will need to factor in checks and balances much earlier in the design process. From pre-flight checks to test runs and prototyping, embedding quality assurance into the artwork and print workflow will become essential. This is something our Pack Positive Centre (PPC) is already supporting through visual prototyping, technical sampling, and 3D mock-up creation.
What Brands Should Be Doing Now
While 2027 may seem a long way off, brands that begin adapting early will benefit most. Those already updating packaging or introducing NPD should consider how future barcode formats can be incorporated now, avoiding the need for costly redesigns or pack recalls later.
There’s also time to review internal systems and supply chain partners. From design agencies to print suppliers, it’s worth understanding who is ready and who may need to adapt as the standard becomes widespread.
At Rivendell, we’re already supporting customers in exploring how 2D barcodes fit into their broader artwork and production strategy. Whether it’s reviewing layout options, building test packs, or advising on pre-press file setup, these early steps are helping brands get ahead of the curve with minimal disruption.
The Bottom Line
The shift to 2D barcodes represents one of the most significant changes in packaging and retail since barcodes were first introduced. It’s not just a technical update. It is a new opportunity to connect supply chains, retailers, and consumers through smarter packaging.
For artwork and graphics teams, it’s a chance to bring together creativity and precision in new ways. And as always, getting it right starts with the details. Clear layout, print-ready artwork, and a production process that is built for accuracy will all be essential.
The countdown to Sunrise 2027 has begun. For brands and suppliers alike, the time to prepare is now.
