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Brasil
PackTrends
2020
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).