"We've basically changed everything about the design of the bottle," says Cronin, "starting with a deeper blue and embossed glass bottle, a new label design, and an updated logo." Cronin says the package costs more because of the new blue color, but says it's a necessary cost for the brand to "stand out and compete in the marketplace." The company has also added three new flavors for a total of seven. Karacters Design Group (Vancouver, British Columbia, Canada) was called in to handle graphic design, as they'd done for Clearly Canadian's Orbitz, introduced last year (see Packaging World, August '96, p. 2). CCL (Itasca, IL) prints the pressure-sensitive polypropylene label in eight colors on a press that combines flexo and screen printing. The 11-oz glass bottles are provided by several suppliers. Alcoa Closures (Indianapolis, IN) supplies the ROPP aluminum cap. The new line was phased into stores nationally beginning in April.
