Soft drink bottle gets a tart, tangy lift

The packaging for new Lime PLJ, a brand extension to Healthy Food Brands Ltd.'s Lemon PLJ juice drink, has a tangy, new look created by branding consultancy Pemberton and Whitefoord. For decades, PLJ has been renowned as a refreshing drink and an invigorating support to calorie-controlled diets. P&W has also redesigned the packaging for the original PLJ lemon flavor. P&W developed new label graphics that present a crisp, contemporary feel with lushly colored vignettes of lemons and limes clustered at the top of the label panel on a clean, white background, accented with deep green type. In each case, the fruit in the drink is the hero of the design, which also followed through to the package copy. Nutritional information such as "no added sugar" and "8 calories per serving" is displayed boldly within lime- and lemon-shaped icons. Says Michael Beard, a spokesman for Healthy Food Brands Ltd., "Research told us that consumers would like to be able to drink a low-calorie lime juice cordial that has the same high fruit content as the existing Lemon PLJ. Clearly, with the increasing awareness of health and diet matters, a drink such as PLJ with its naturally low-calorie content will appeal to those watching their weight, just as it does to anyone who wants a refreshing start to the day. P&W's designs bring PLJ right up to date and will make the brand stand out more on shelf."

Available in the U.K. and Holland, both new Lime and Lemon PLJ come in a long-neck glass bottle from Allied Glass, adorned with a crisp label printed by Multilabels Ltd. in five colors including silver plus a matte-gloss varnish. Green and yellow long-skirt twist-caps are supplied from France by Bericap.