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Competition 'tags' winning labels

This year’s Tag and Label Awards Competition honors pressure-sensitive labels used for new age drinks, wine and vitamins.

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Launching a diet drink in the so-called “new age” category calls for an outstanding label. South Beach Beverage Co. created such a label when it launched its Lean line of three diet drinks. The label went on to earn first place in the 22nd annual Tag and Label Awards Competition. Held each year by the Tag and Label Manufacturers Institute (Naperville, IL), the competition recognizes excellence in tag and pressure-sensitive label design.

It seems everyone these days uses clear p-s labels with bold colors. However, logos with lizards are not the norm. This unusual logo graces South Beach’s line of nutritionally enhanced beverages, which are marketed by the Norwalk, CT-based company under the name SoBe™.

The company’s new Lean drinks are bottled in the same 20-oz glass containers with the familiar SoBe lizard design molded into the bottle at the neck. And while the label materials and design are similar to those of other SoBe offerings, the Lean labels are a variation on a theme.

“We kept the lizards on the logo so people would know this is a SoBe product,” says Bill Bishop, South Beach’s director of marketing. “The major change is the placement of the name of the product above the logo. Since nothing on the label says diet on it, we figured the ‘Lean’ would pop out if it were above the lizard logo.” Bishop added that the lizards are slightly smaller on these labels to balance the product name positioned at the top of the logo.

Another change was the choice of colors. Each drink spotlights different label colors depending on the beverage color. For example, the peach flavor uses purple to offset the yellow color of the drink. “This is the first time we used purple, and I think it works really well,” adds Bishop. The 2-mil polypropylene p-s labels are screen-printed in six colors by Gar-Doc (Milford, NH), a division of Spear.

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