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Article | August 5, 2009
'Comps' give vodka bottle arresting color
Quay Vodka Mediterranean’s glass bottle raises the graphic intensity in the spirits aisle through stunning color.
Bravado Imports achieved this effect using color “comps,” which are reproductions of actual package samples. This approach is a departure from brand owners that typically work from package renderings generated on a computer screen.
“Appearance was critical to achieving the premium look,” says Carl Perman, senior vice president at Comp24 (www.comp24.com), which created Quay Vodka’s color comps. “In 2-D on a monitor, you would not get a feel for the transparency. Here, the saying, ‘What you see is what you get’ is not true.”
The Quay brand name and logo are spray-painted directly on the front panel of the square-bottle surface. Additional copy is silk-screen-printed on the sidewalls. That frees up the front panel to remain “clean,” with what Joseph Durovey, Bravado Imports executive vice president, describes as a “Quay Mediterranean Blue” color gradient ending about one-third of the way down the slim, tapered bottle.
Durovey, says the goal was for a rich, slightly greenish-blue color to reflect colors of the Mediterranean Sea. Comp24 conducted color studies with explorations initially evolving from magazine advertisements and other blue-paper examples. Bravado gave Comp24 smaller-size samples of its new bottle to test different color options.
Saverglass applies the colors and label information using a proprietary painting process that includes clear- coat protection. Bravado continues the Mediterranean theme and wave icon on white-coated SBS six-pack cartons.
“It was extremely helpful for our bottle manufacturer to have the Comp24 bottle to copy and get the translucency precisely correct,” Durovey adds. “The other comp gave us a sample we could photograph and work with so we could get started on our own promotional material.”
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