
But what a difference a label makesβthe result is both differentiation from the competition and from each other.
Billed as the βultimate energy drink,β ultrafueL was reintroduced in early 2002 in dramatically revamped packaging. Gone were the glass bottle, pressure-sensitive label, and metal lug closure. That generic-looking package was replaced with a sportier 18-oz PET bottle with grip handles and a partial see-through shrink label printed in eight colors. TwinLabβs graphics designer Chris Harri, who worked on the project, points out that the pattern molded on the helical grip handlesβwhich extend halfway up the bottleβmimic the tread design on weight benches to further reinforce the productsβ athletic imagery. It also improves the bottleβs grippability.
The bottleβs smooth upper portion and gripping bottom portion appear as if formed of two different bottle halves welded together. Harri points out that the undercut between the two sections was designed to make it easier to apply the wraparound label between the bottleβs shoulder and waist. A stock plastic white 38-mm tamper-evident plastic closure tops the bottles. The product retails for $1.99.