Which comes first: the product or its packaging? Usually it’s the product, but in the case of start-up beverage company AquaDeco, the bottle for its imported water came before the company even started. Arnold Gumowitz, a real estate businessman and art collector with a penchant for art deco buildings, sketched a bottle with an art deco structural shape and offered his design to a gin company. The company turned it down but suggested he use the bottle for water instead. Gumowitz liked the idea, and in 2004 he started AquaDeco, a company that sells bottled water imported from Muskoka Natural Spring Water,
To bring Gumowitz’ sketches to life, New York, NY-based AquaDeco worked with Flowdesign (www.flow-design.com). The 750-ml bottle stands tall, resembling an art deco building with fanned out fins that taper down to a stair-stepped base. Flowdesign also designed a brand name logo, which is silver hot-stamped on a clear, 2-mil, pressure-sensitive film label on the front of the bottle. The 2-mil clear film labels are supplied by WS Packaging Group (www.wspackaging.com). The rear label is six-color UV flexo-printed on both sides. The outside back label contains text while the inside back label shows a mountain image surrounded by a blue glow that is visible when viewed through the front label panel.
Once the design was complete, AquaDeco had a new challenge on its hands: finding a company technically capable—and willing—to make the bottle. “We looked in
Finally, AquaDeco found a company called Steklarna Hrastnik (www.steklarnahrastnik.si/opal/en) in
Eventually, the company found Filler Specialties (www.filler-specialties.com) willing to produce a line to fill the bottles. The filler/capper is a GWFS-93 nine-head, three-capper monobloc. Filler Specialties produced bottle-handling change parts and provided a rinser from McBrady Engineering (www.mcbradyengineering.com) as well as a conveyor system. The bottle’s rectangular shape makes it difficult to fill, so the line has to be run at a slow speed. “We’re looking to rollouts of about 50,000 bottles a month, until we can find a line to run it at production speeds,” says Cooper. Filler Specialties integrated labeling equipment from WS Packaging Group to apply the labels to the bottles.
The bottle’s plastic and chrome-plated decorative cap was custom-designed in
In February 2007, the bottle won a gold medal at the Berkeley Springs International Water Tasting show. The retail price for the water is approximately $6 to $8 per bottle. It is sold by distributors such as Southern Wine and Bev Max.