Package Design - November/December 2014 - 30

broad brush approach, fine tuning the concepts
to one that was the most powerful. In the final
design, we positioned the logo vertically on the
bottle to maximize impact, made 'natural alkaline' more prominent, and added a burst for
100% recyclable/biodegradable. When bottles
are lined up on the shelf, the green wave pattern
extends dramatically along the line of sight."
The agency is discussing other initiatives to
increase the impact of the product across retail
channels.
DiTucci credits MetaBrand for getting his
business feet firmly anchored. "When I first
met Frank at the BevNet trade show in New
York two years ago, I was impressed with his
passion and goals for his product," notes Eric
Schnell, MetaBrand CEO. "He had his preliminary packaging and logo and needed help with
legal, regulatory and marketing issues as well as
'truing up' his business plan. We refined and
expanded his business plan, connecting him
with business accountants, attorneys, capital
investors, and resources for labels, caps and
other components."
This connection led Green2O to Epsen Hillmer Graphics, a label printing company that
specializes in beverage labels. The product's initial paper label was replaced by a 2-mil clear PP
film pressure-sensitive label that had more
impact. The film label is printed in four colors
(two blues, green and white) using UV Flexogra-

"I wanted to create a
'wonder' bottle that
would not add to the
planet's accumulation
of discarded bottles."
- Frank DiTucci, founder of Green20

phy, which produces rich color saturation and
above-average durability. An overall UV-textured coating and spot UV gloss coating over
the logo provides a distinctive tactile surface.
EXCITING
DEVELOPMENTS AHEAD
Green2O Alkaline Spring Water is now available
in select markets in the northeast. DiTucci's
ambition is to give category leaders like Smart
Water and Fiji a run for their money on the
national stage. An agreement with the owners
of water enhancer Drop2O, KickDrop Beverages
Inc. has recently been signed and a co-branding
promotion will begin in early 2015, expanding
market penetration.

Initial rendering of the case pack for Green2O
/ Drop2O co-branding, printed on litho wrap
in four-color process

The promotion will consist of a 12-pack case
of Green2O water plus one Drop2O bottle in one
of three flavors (pomegranate, peach or orange),
with initial rollout will be in national and independent food stores along the east coast.
Another partnership might have widereaching implications for the entire bottled food
and beverage industry. Green2O will also be collaborating with Kean University on a Life Cycle
Assessment (LCA) of the energy use and environmental impacts of its bottle and others in
the industry, as soon as university funds are
available. l
For articles on similar topics, visit the Sustainability channel on PackageDesignMag.com

"When bottles are lined up on the shelf, the green wave
pattern extends dramatically along the line of sight."
FOR MORE INFORMATION, VISIT * Closure Systems International, www.csiclosures.com
* MetaBrand Corp., www.metabrandcorp.com

NOVEMBER/DECEMBER 2014

- Steven Wright, vice
president and managing
director for Zack Group

* Epsen Hillmer Graphics Co., www.ehg.net
* Zack Group LLC, www.zackgroup.com

Package Design - November/December 2014

Table of Contents for the Digital Edition of Package Design - November/December 2014