Eminence Business Media

Eminence Business Media

Thursday, November 20, 2014

Glow in the Dark Sleeve Brings the Shine to New Brand

Special glow in the dark sleeves from CCL Decorative Sleeves are helping to convey the day and night image of a unique new water brand that is ‘Ibiza personified’.

WhiteWater comprises spring water with natural caffeine and electrolytes.  With no calories, additives or preservatives, it is the ideal drink to energise, replenish and rehydrate, whether exercising or relaxing during the day or partying throughout the night.  The brand was launched at the Dalt Vila music festival in Ibiza in May and is using its reputation and popularity in the ‘White Isle’ as a springboard for a wider launch.

The name WhiteWater conveys energy and movement and this needed to be reflected in the packaging along with the fact that the drink is also for relaxing and that it is ideal for both day and night consumption.  The sleeve design therefore features a cyan blue background with a “tattoo” at the top incorporating Yin and Yang, along with an island motif and palm trees that reflects its more chilled side. In darkness and in particular, exposure to UV light, the pack is transformed, glowing electric blue to create an aura of excitement and night time energy.

This special finish is achieved by gravure printing in four colours including a UV glow in the dark and luminescent ink effect.  The 360° coverage of the sleeve maximises the available landscape of the attractive curved 500 ml bottle to help create a strong brand identity.

“CCL Decorative Sleeves have done a brilliant job,” comments Antony Harrison of In2 Rehab Brands, who developed WhiteWater. “We needed to create a pack that reflected the values of our brand and conveyed its 24 hour nature, in particular the change when day turns into night. The glow in the dark effect works fantastically well and creates a great buzz among party-goers.”

 In2 Rehab has plans to further develop the WhiteWater range in the coming months with additional varieties being introduced.

“When it comes to pack decoration, we will look no further than CCL,” concludes Antony.  “We have been really impressed with what they have delivered for us so far.”