Brasil Pack Trends 2020

BrasilPackTrends2020 122 aesthetics and identity FIGURE5.24 Products that use no-label-look labels Source: Press Release FIGURE 5.22 Products that use differentiated illustrations to promote the nature and identity of the brand Source: Press Release FIGURE5.23 Products that use illustrations in shrink films labels Source: Press Release The illustration in the package can be employed as paper labels or shrink sleeves or no-label-look type (which does not appear to be a label). The shrink film remains an excellent choice due to its high quality graphics, scratch resistance and can be used to decorate unusual shaped containers in a way that is not possible with conventional labeling techniques. An example of an unusual shaped bottle and shrink film is presented by the products of flavored water brand SoBe Lifewater, from Pepsico, obtaining a perfect alignment of the body and tail of gecko (trademark of product) along the spiral indentation that runs along the body of the bottle (THE PLASTIC ..., 2011) (Figure 5.23). The use of the shrink sleeves involving the whole package (sleeve) with vibrant, cheerful colors, and high print quality can be seen in the example of the Zipp Vitalize portfolio, whose graphic design exploited the image of a zipper to reveal the product flavor (HILL, 2010) (Figure 5.23). In Brazil, this trend is explored a lot in plastic bottles for yogurt and milk drinks. It is possible to use shrink slleves as a tamper evidence feature, surrounding the container’s body and closure system, for quality assurance and product safety. As an example of no-label-look, the beverages brand 51 Ice Balada had a label on its bottle developed in BOPP and printed with special ink and high quality. The company Campari also started producing Infusion vodka in Brazil in glass bottles with self-adhesive no-label-look labels, with the addition of a cobalt blue color in the glass (EXAME. Com, 2012; CAMPARI…, 2012) (Figure 5.24).