To achieve a bold unmistakable look for its new Very Cherre™ Montmorency Tart Cherry juices, Old Orchard has adopted brightly colored twist-cap closures from Crown Closures Americas (www.crowncork.com), a business unit of Crown Holdings Inc. The juice is packaged in eye-catching squat 11-oz bottles from Saint-Gobain (www.saint-gobain.com). While the round shape adds a premium look to the brand, it somewhat limits how much information can be communicated to consumers. With the help of Crown, the brightly colored closure turned into an impactful branding platform. A two-color printing process communicates Very Cherre's key health benefits and messages to consumers around the skirt of the closure, including, “Antioxidant Rich” and “Super Premium.” The bottles are sold in groceries throughout the U.S.