Back by popular demand,
By Ron Romanik
ViVo is a patented hydrating water formula invented by Dr. L.H. Lorenzen in 1985. The purified micro-clustered water creates a small water cluster that is more easily absorbed into the human body than common water. It allows for heightened metabolic efficiency, improved nutrient absorption, and the promotion of a healing environment for better detoxification. Numerous Olympic athletes have used this product since 1999.
Key players in the recent introduction of the new ViVo Plus bottle were Roto-Plate Inc. in Burlington, NC, Larson Packaging Inc. in Eureka, MO, and Got R Done LLC (GRD). The original ViVo label had the characteristic artwork of blues and sea greens used by many bottled waters. The logo and layout were strictly 1980s with scrolled lettering. "I took my wife to our local grocery to examine bottled water displays," comments Jim Freeman , president of Roto-Plate. "We found ourselves in a sea of blue bottles that seemed to all flow together. It was nearly impossible to distinguish one label from another."
Coming to America
ViVo has been a popular health supplement in Asia and portions of Europe for several years. The decision to introduce the product in the U.S. followed studies performed in China that documented significant improvement in diabetic patients. Improvements to the purification process and a total revamp of the product's labeling and packaging have been performed to ready the product for distribution in the U.S. Kevin Larson of Larson Packaging was approached by the makers of ViVo PLUS to handle the redesign of the product. Kevin contacted Freeman and requested that his design team create a contemporary label that would convey the essence of the product while setting it apart from its competitors. The ViVo brand owners were resolute in creating a new ViVo label that would attract buyers from at least six feet away. This meant creating a design that was totally "outside the box." The new logo design centers around a palette of Olympic colors using Pantone 185 red, 354 green, true black, true yellow, and 293 blue in a contemporary flower shape of five petals that conveys life, health, energy, and balance. The petals reach upwards toward the product name, which employs a freestyle black type with red borders.
The checkmark vees in ViVo Plus convey a positive approval, hopefully reinforcing trust on a subconscious level. The white background keeps the label uncluttered, which allowed the use of brighter, more appealing graphics. The side panels of the label utilize a red background, commanding further attention.
The ViVo labels were created with an EskoArtwork front end system using Cyrel Digital Fast Plates. They are being produced on an eight-color AquaFlex press with UV inks on a #70 weight wet strength gloss label stock with a permanent acrylic adhesive. The construction of the label was completed with a 1.1 mil polypropylene overlaminate. The design for the corrugated shipping boxes encompasses the same petal motif with a blue background, composed by Larson. Production of ViVo Plus hydrated water began in August 2009, and is now poised for national distribution through GRD.
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