When Reily Foods Co., New Orleans, LA, decided to extend the brand into the crowded ready-to-drink tea category, the right package was essential. Reily Foods opted for a PET bottle that oozes with Southern charm. The custom, wide-mouth PowerFlex bottle, from Amcor PET Packaging
), resembles the tall, graceful columns found in Southern architecture, and the brandmark is embossed on the bottle shoulder. The label graphics support the brand’s heritage by incorporating images of verandas, white rocking chairs, and Spanish moss. These graphics repeat on exterior panels of Reily’s Luzianne four-pack carrier cartons. Nicole Champine, Reily’s Luzianne marketing manager, says the designs came from sketches from Interbrand
). “What we received was a unique geometry, something that had never been done before in PET,” Champine explains. “It is a sloping, martini-shaker shape on a pedestal.” Labeling is easier because the bottle’s design lacks sidewall vacuum panels. The bottle absorbs vacuum via a specially designed base. A distinctive diaphragm within the base draws upward as the liquid cools, and the bottle’s geometric characteristics enable the inverted, cone-shaped diaphragm to deflect upward as the vacuum forms. Four-color-process label graphics, designed by Interbrand, end at the bottom rib. However, the polyvinyl chloride shrink-sleeve label, from Constantia Colmar
), continues transparently to the bottom of the base.