UK premium packaged spirit brands Red Square has sharpened its consumer image with a new design implemented across a range of serving sizes and decoration formats from Rockware Glass.
Using state-of-the-art sleeving and PSL facilities with Rockware's Concept Design team has resulted in what the company calls "a uniquely flexible but well integrated brand presentation". The redesign has introduced new 275ml and 70cl bottles manufactured in embossed and plain versions to suit sleeving and PSL decoration options.
For the project Rockware installed a Fuji Seal - Intersleeve Steam sleever at its Doncaster site to increase application speeds, achieve higher shrinkage rates and produce a better quality finish than existing systems. The new equipment is ideally suited to the long neck, angular waisted 275ml and 70cl Red Square bottles that Rockware designed for its customer, Halewood International, which owns the Red Square brand.
The higher quality shrink is said to result in better visual quality, especially with highly metallic sleeves and allows increasingly complex shapes and larger containers to be sleeved.
The Concept Design team at Rockware Glass in partnership with the Halewood International marketing design team, created the exclusive "iconic" bottle for Red Square with the aim of appealing equally to male and female drinkers.
Production and decoration flexibility has been key to developing a strong Red Square brand image across a range of serving occasions and preferred decoration options.
"The three main elements that make up a successful brand are consistent and heavyweight marketing support communicating a clear Brand proposition, combined with a quality product and packaging that is distinct and premium. So it is no surprise that Red Square requires these three main factors to be optimised in order that the brand maintain its number three position within the increasingly competitive UK PPS market," said Richard Clark marketing manager at Halewood International.