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What bottle labels hide

The label has become more than just a product’s calling card. On one hand its job is still that of transmitting information, but additionally, through its design, it has evolved to the point of being in charge of capturing the consumer’s attention.  

Water labels: the origin

Starting in the 17th century, the consumption of mineral waters and spa treatments became extensive throughout all of Europe, owing to their virtues and health benefits. It is precisely the popularization  of spas and the desire of their clientele to continue enjoying these waters in their homes, why mineral water began to be bottled and commercialized, according to Tribunatermal. 

Toward the end of the 19th century and under the denomination of medicinal mineral water, it started by being sold first in apothecaries and pharmacies until it reached the large commercial areas of the present day. 

Sourse: Tribunatermal.

The consumer demand  for medicinal mineral water, recommended by doctors and scientists of the times, favored the creation of a prosperous bottling industry. In the early stages, manual methods were used in the preparation and filling of the bottles, giving way to automatization of the entire process some time later

The growing development of the bottling activity was a reality, and for this reason, countries such as Belgium, Spain or France started to carry out its distribution. The legislation of the time began to require the clinical analyses to be displayed on the bottles to allow identification of the water type. This circumstance began to be published on the bottle labels

Artists, engravers and illustrators of the time collaborated in the design of the labels and logos that in many cases still exist today.

Some examples of water bottle labels.Sourse Tribunatermal. 

What water bottle labels tell us 

In the case of the label on a bottle of water, this gives us a lot of information about the product, since generally it informs about: the sales designation, composition, source, “best before” date  (although it does not expire, consumption is recommended before a certain date), storage (it is recommended to be stored in a clean, cool and dry place, away from aggressive odors and protected from sunlight), etc. 

But additionally, all bottles of water have certain symbols at the bottom or on the label, generally near the bar code. These symbols give us information about the material these labels are made of: PET, HDP – HDPE, PVC – V3, LDPE, PP, PS, PC.  Does that sound familiar?

Source Fabiosa. 

With all this, although the information is fundamental and obligatory for water bottle labels, do you think that consumers choose a bottle of water solely based on the information its label contains? 

Probably not. And this is where, with so many elements at stake, the design plays a fundamental role. 

Creativity to capture consumers

The current market is full of good examples of labels for water bottles that base their promotion on provocation, visual impact and innovation. 

Below you see 4 examples. Which one would you take?

· Woom water. The company uses a color palette on its labels that degrades later on and contains inspirational words. Surely, upon seeing them, more than one of you have gone through the supermarket shelves looking for the one that transmitted your current state of mind. 

· Evian. The brand put on the market a water bottle with a very elegant and minimalistic design. But what’s noteworthy about the product is that the bottle is made of glass and is reusable.

· Voice of water. This brand carried out quite a project to justify the design of its label. A group of musicians played a piece with their instruments that transmits the energy and nature of water, and the frequency was printed on the labels. Additionally, they put a QR code on the label so that consumers can listen to the entire musical piece. Now that’s innovation! 

Do you want to know more about QR codes on labels? In our last blog post ‘Digital labels for testing the market’, we presented some digital technology solutions. Among these, the incorporation of QR codes. 

· Font Vella. I want it! This is without a doubt one of the most widely used expressions by kids, and Font Vella knows this. For this reason, they employed a strategy aimed at attracting children between the ages of 4 and 11 with three characters from the film Frozen and three characters of the Avengers by Marvel printed on the labels. Surely more than one little girl or boy wanted to have the entire collection of these bottles.

But that’s not all!

The current consumer, in addition to placing importance on the information and the design of the label, has become a user who is aware of his/her implication in sustainability and in making this planet a better place to live. Thus, there are more and more brands that also tend towards making people aware of a responsible use of the environment and opt for more sustainable packaging. 

A clear example has been the case of Font Vella. In addition to combining PET and R-PET (25%) in its bottles, it has been the first to incorporate plant-based plastic in its packaging. This is a chemically inert material, resistant and unalterable, which preserves the product in all of its stages of transport and storage, until it is consumed.

Another case has been the brand Aquabona, which has also opted for innovation and sustainability in its packaging. How? In the half liter format it has reduced the plastic used by 9%, and in the 2.5 liter bottle it has incorporated 25% recycled PET (R-PET). Additionally, all the elements of its packaging (plastic or glass, labels and caps) are 100% recyclable, and their packaging labels have the FSC certification seal that que accredits sustainable forest management.

What does Rieusset do in this regard?

At Rieusset we have been making water bottle labels for many years. Nowadays, approximately  30% of our total label production covers this sector, making us one of the main suppliers for top brands.  

Speaking in terms of the product, we work based on what the client requests, and we supply labels for water bottles following their demands and requirements regarding esthetics as well as sustainability. 

· Esthetics: we have a rigorous design approval system; high quality printing for text, symbols and colors; quality consistency in each production run from beginning to end (through rotogravure printing); the possibility to personalize designs through digital offset technology, etc.

· Sustainability: we are committed to the environment; we develop projects aimed at innovation and sustainability, searching for more sustainable alternatives for paper. Additionally, in the case of paper labels we offer our clients the option of incorporating the official FSC certification seal that accredits that the paper comes from controlled forests. 

Do you need a label for your water bottles? Don’t wait any longer! Contact us and we will help you get chosen. 

 

Rieusset
rieusset@gerosagroup.com