You may have noticed that there seems to be a new vodka brand on the market every week. With several hundred choices out in the marketplace, the need to differentiate becomes vital to the survival of the brand. [Kra-Ze] Vodka is the brain child of lifelong friends Carl Brown and Kevin Clang from Connecticut. The idea came to them as they were enjoying a homebrew mixture of 192-proof vodka mixed with flavorings. The homebrew evolved over time. With lots of trial and error they came up with Lemon Lime and Four Berry. The berry flavored version won a silver medal in 2011 at the Wine and Spirits Wholesalers of America spirits tasting competition, before the product had even hit the shelves. They knew they were onto something special and they needed a label to convey that idea. This blog will take an in-depth look at the construction of the [Kra-Ze] vodka label.
The label construction is complex and on the cutting edge of flexographic print technology.
What most people initially notice about the label is the hologram in the globe and around the perimeter of the logo. The hologram is printed using a technique known as cold foil. Cold foil is a fast, cost-effective inline process that works in conjunction with most printing techniques. Cold Foil is applied to a UV-curable adhesive image using a standard printing plate. The foil is affixed to the printed adhesive, creating an image prior to the application of printed inks. This is an affordable way to simulate the look of a holographic metal substrate. [Kra-Ze] is using a rainbow holographic cold foil, which adds depth and movement to the image. The rainbow holographic foil has a three-dimensional look while also adding sparkle and shine.
The label also has a QR code, or Quick Response Code on the side of the bottle. QR codes are becoming more and more popular in consumer advertising. Smartphone users can install an app with a QR-code scanner that can read a displayed code and convert it to a URL. It then directs the smartphones browser to the [Kra-Ze] website. This is a quick and effortless way to drive consumers to the [Kra-Ze] website. Essentially, free advertising.
[Kra-Ze] even goes a step further with their label. Theyve put their logo on the back of the label. When looking at the back of the bottle you can see the logo and insignia on the backside of the front label. Have a look at the picture above. Youre looking through glass, through vodka, through the adhesive, through the clear substrate to the logo. This is accomplished by printing the logo mirror image on the clear substrate. White is then laid down using a rotary screen-printing method. Screen-printing is the process of forcing ink through mesh and onto the printing surface. This allows the white ink to go down thicker than if a standard plate had been used in flexographic printing. The logo, along with the cold foil, are then printed on top of the white. The rotary screen is necessary with this label in order to prevent the consumer from seeing through the label, therefore seeing the printing on the other side.
[Kra-Ze] Vodka utilizes cutting edge printing technology for an eye-catching label. Next time youre at the liquor store, be on the lookout for [Kra-Ze] Vodka. Or, maybe I should say next time your in the liquor store, you cant miss [Kra-Ze] vodka.