Additionally the previous bottles were molded of high-density polyethylene. Simple Green packaging designers wanted a container perceived to be more “environmentally friendly.” They chose a PET bottle as well as a shape much different than its predecessor. This drastic change prompted Simple Green package designers to change from a pressure-sensitive foil label decorated with verbose copy to a more simplistic consumer-pleasing design. Flexo-printed on holographic paper from Proma Technologies (Franklin MA) the label has a softer 3-D appeal. “We wanted a clearer more simplistic message” says Michael Brower creative director at Simple Green. “We needed to tout the safeness of the product. That’s really important to us.” Simple Green is sold internationally in most retail venues. The 32-oz bottle retails for $3.99.