The name Joya is Spanish for jewel. And it’s the perfect name for this beloved soft drink that has dazzled Northern Mexico for more than half a century. Initially, Joya was targeted towards kids, but this tasty treat has become a regional favorite for both the young and the young at heart.

To celebrate Joya’s 60th anniversary, Embotelladoras Arca decided to honor its special brand with a new look featuring new-to-market shrink sleeve packaging and a fresh fruit flavor all its own. On a referral from another project, Embotelladoras Arca contacted CCL Auto-Sleeve to produce the label for the 500 ml glass bottle. “The Joya label is one of the first shrink sleeve labels in the soft drink industry here in Mexico,” explains CCL Auto-Sleeve, General Manager, Roy Marschke. “Most Mexican label manufacturers only offer one type of label such as stretch sleeves – CCL Auto-Sleeve offers both stretch and shrink sleeve labels. For the first time ever, Embotelladoras Arca opted for the new flexo, shrink sleeve packaging technology to emphasize the uniqueness of this Frutas Joya.”

For the full-body label design, Embotelladoras Arca was looking for “an impactful, retro-chic look reminiscent of the music and times of the ‘60s and ‘70s,” explains Brand Communication Director Rolando Cervantes of Embotelladoras Arca. CCL Auto-Sleeve took the company’s initial sketches and created a vibrant 50 micron, flexo-printed, PVC heat-shrink sleeve worthy of the Joya name. According to Cervantes, “the label presents the contemporary yet retro feel we were looking for to revitalize this brand. We knew once we saw CCL’s portfolio of successes, they were the people for the job.”

Created using eight solid colors, these high-powered labels were produced at CCL Auto-Sleeve in Twinsburg, Ohio and sent to Queretaro, Mexico to launch this soft drink new comer. The bottle maker and labeler was Mexico based Grupo Vitro Envases. According to Marschke, the response has been tremendous both from Embotelladoras Arca and the consumers. "Here’s to another 60 fruitful years Joya!"