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FLEXO Magazine : June 2008
For the package design, Fraher said it had to com- municate three things: "This is healthy, natu- ral and earth-friendly." Larson added that the logo had to be unique in order to achieve immedi- ate recognition. The final design included both symbols and letters. "The overall look of the fin- ished product expresses its individuality," said Larson. "We formed focus groups to test the power of the logo. Then considered what could be done to improve its effectiveness." The team did the same thing with the label layout. They then concocted targeted marketing campaigns using a combination of techniques, but relying heavily on viral marketing. For the actual printed labels, Visscher insisted, "We spent two weeks calibrating all of the devices to ensure we got the same color from all of them." The group produced two labels-one of an 80z. bottle and another for a 200z. bottle. They also created a paper airplane promotion on a digital press and used a wide for- mat printer to make a poster. All of these devices had to be color managed to match each other. Miller said, "Color management involved three steps- calibration, characterization, and conversion/final run. We really needed to control our variables." The group worked to optimize the press, printed densitometric calibration forms, and held ev- erything to FIRST specs. "We started offprinting the 80z.1abel because it had the smallest color gamut of all the devices that were going to be used." INVOLVED IN EVOLVE The team at Appalachian State-Kierston Kahrs, Lindsay Hopkins, Erin O'Bryant, Tracy Chavis, Natalie Kirkley and Meghan Wagner-didn't just create a packaging solution; they took the next step, and created the actual drink. In keeping with FTA TODAY their drink's name, Evolve, promotional packets were given to the judges, representative of what a sales rep. might bring when visit- ing with a potential client. This packet included many items that could be branded as fund raising items such as stickers, T-shirts, armbands, and true product samples. "Europe and Asia have been experimenting with different vi- tamins since the 1960s," said Wagner. "Sales of energy drinks are expected to reach $39.2 billion by 2010." Her team researched in great detail the target audience for energy drinks: young adults and teens ranging from ages 14 to 25; gamers, hip-hoppers, and people who play extreme sports; and people who are on the go and live fast-paced lifestyles. "There are a lot of drinks on the market today, and each has its own unique combination of ingredients and taste," said Kirkley. O'Bryant added, that most established brands contain several common ingredients that healthcare professionals agree compro- mise the health of our body, such as caffeine and high-fructose corn syrup. The ladies of Appalachian State created their drink with a blend of green tea, açaí berries, whey protein and buck- wheat honey. "Primary packaging for energy drinks has typically been metal cans with bright colors," said Kahrs. "Evolving implies progres- sion. More than 50 percent of people polled were concerned about the environment." The team claimed that the label itself was completely edible. The secondary packaging is also bio-de- gradable, and the use of soy-based inks adds to the sustainability element. Taking two awards (Excellence in Research and Concept) was the team from Appalachian state University: Michelle Surerus (instructor), Erin O'Bryant, Kierston Kahrs, Natalie Kirkley, Meghan Wagner, Lindsay Hopkins and Tracy Chavis. JUNE 2008 - www.f I exog ra p hy.o rg FLEXO