The investment company Butterfly & Elephant, a corporate venture of GS1 Germany, is participating in the Munich-based startup Hey Circle. The aim of the investment is to promote reusable shipping solutions in e-commerce and to strengthen the anchoring of global standards in the sustainable logistics process. Hey Circle develops reusable shipping packaging as well as a digital software solution that enables precise recording and evaluation of use, returns and sustainability effects.
Robust shipping boxes and bags with GRAI (Global Returnable Asset Identifier) and GTIN (Global Trade Item Number, formerly EAN)
Hey Circle's system combines robust shipping boxes and bags with tracking software. Each packaging is equipped with a GRAI (Global Returnable Asset Identifier) – a GS1 standard for the unique identification of reusable containers. This enables tracking of individual packaging, documentation of usage cycles, and traceability of the savings achieved in terms of waste, CO₂ emissions and costs.
In addition, the GTIN (Global Trade Item Number, formerly EAN) is used. It enables the unique labeling and management of different packaging types across multiple locations.
Unified data basis
for integrating the reusable system into logistics processes
The application of these GS1 standards creates, according to Hey Circle, a uniform data basis that facilitates the integration of the reusable system into existing logistics processes.
„The use of GS1 standards such as GTIN and GRAI enables us to uniquely identify packaging and transparently record sustainability data. This makes circular economy measurable and usable for companies,“ says Doris Diebold, founder and managing director of Hey Circle.
According to a study by the Hamburg environmental research institute Ökopol as well as internal calculations by Hey Circle, reusable packaging reduces waste by around 94 percent, CO₂ emissions by 76 percent, and packaging costs by up to 53 percent, compared with conventional single-use cartons.
The accompanying software solution automatically captures these metrics and makes them available for ESG reporting (Environmental, Social, Governance). Companies can analyze sustainability data in a structured way and integrate it into their reporting.
Background: Hey Circle
Hey Circle is currently active with over 90 corporate customers and, according to its own statements, already has tens of thousands
of reusable packaging units in circulation. In addition, there are collaborations with parcel service providers to further optimize return processes and logistics integration. The investment by Butterfly & Elephant aims to further accelerate the scaling of this sustainable shipping solution, as stated.
Butterfly & Elephant was founded in 2024 by GS1 Germany and supports startups through corporate venture capital in the development and market introduction of GS1 standards-based solutions. The company relies on the innovative power of young businesses and promotes business models that can be integrated into existing value chains.
„Hey Circle makes sustainability scalable. The team combines ecological responsibility with economic strength. Our investment supports a model that, with the help of GS1 standards, brings sustainable innovation into existing value chains,“ says Benjamin Birker, Managing Director of Butterfly & Elephant.
Background: GS1 Germany and "Sunrise 2027"
GS1 Germany is regarded as a cofounder of the global barcode standard and today a central player in standardizing logistics processes. The organization belongs to a worldwide network that defines standards for the efficient and secure exchange of goods
and data. The GS1 barcode with integrated GTIN is scanned worldwide about ten billion times daily, according to GS1 figures.
GS1 is currently preparing the initiative “Sunrise 2027.” After five decades, the classic UPC/EAN barcode is to be replaced. The well-known 12- or 13-digit barcode will then be replaced by modern 2D codes such as the DataMatrix or QR code.
These new code formats not only enable unambiguous product identification and traceability, but also offer substantially more functionality due to their higher data capacity – up to 7000 characters. For example, additional information such as origin, sustainability or usage instructions can be provided directly on the product.
The trade is expected to benefit from improved processes in recalls, shelf-life monitoring, and inventory and price management. The transition is intended to form the basis for smarter, safer and more sustainable data usage along the entire supply chain. In einem Fachbeitrag bei LOGISTRA beschreibt der Spezialist für Kennzeichnungssysteme Paul Leibinger GmbH & Co. KG., wie man bei „Sunrise 2027“ durch geeignete Drucklösungen wie CIJ-Systeme Vorteile bei Effizienz, Kennzeichnungsqualität und
