Box Vox

packaging as content

«
»

April 16, 2008

Newman’s Own Shrink Sleeve Label

NewmansdistortI bought this bottle of Newman’s Own Natural salad Mist at Stop & Shop. Graphics for “shrink sleeve labels” must be designed to anticipate and compensate for distortion when stretched around a bottle shape. Paul Newman’s face may have been correctly pre-distorted, but if the printed wrap is not applied to this flat bottle in the correct position what do you get? Like Cool Hand Luke’s belly after eating 50 eggs, you get Paul Newman’s face all stretched out and distorted. 

Also have to say something about that background… After some discussion around the dinner table, we came to the conclusion that the splotchy, opaque background was supposed to represent a green salad coated with brown, balsamic dressing. An appetizing execution. Not.

Still, with $220 million donated to charity, every product sold with a Paul Newman face is for a good cause. (Even this carny-funhouse-mirror version.)

Randy Ludacer
Beach Packaging Design

Comments are closed.