Printed with a large, neon-green thumbprint and bold black lettering, “DNA” from Wet Planet Beverages is a shining example of a no-label-look design. Bottled, the clear contents magnify the thumbprint printed on the back label. But it’s under blacklight conditions where the back label really shines, or more accurately, phosphoresces. That’s due to a powder added to the green ink used to print the thumbprint. It helps DNA, billed as the world’s only alcoholic spring water, make a dramatic impact at nightclubs and bars, where a 12-oz bottle sells for $2.50 and up.
“It’s part of the product’s overall appeal,” notes C.J. Rapp, founder and president of the Rochester, NY, beverage marketer. Rapp says that the “alcopop” is also sold in a six-pack version at grocery and convenience stores for $6.99 or higher.
The pressure-sensitive labels are converted by two companies, Spear (Mason, OH) and Frontier Packaging div. Hammer Lithograph (Rochester, NY). Spear informs Packaging World that the back labelstock is 2-mil biaxially oriented polypropylene, screen-printed in three colors plus varnish. Rapp says the special label adds about 10% to label costs compared to a more conventional film label. The small front label is printed in one color, black. DNA’s distinctive design had previously earned accolades from both advertising and design fields, including a “Clio” award in ’96, so it’s likely that this latest version will receive glowing reviews as well.
