A number of "attitude" beverages have been entering the market lately, and a new one demonstrates the power of the bottle and label working together. Melbourne, Australia-based Hazardous Fluids Pty. Ltd. is rolling out Sportsdrink + Bodily Fluids in the U.S. as an isotonic supplement drink designed for athletes participating in motor and power sports.

The slender, straight-wall bottles, from Amcor PET Packaging, bear shrink-sleeve labels. The PETG labels, from Fort Dearborn Co., simulate a "titanium" look and incorporate a stylish "biohazard" symbol and a vertical "fill-level" stripe, which Hazardous Fluids Vice President Damon Hill describes as the "isotonic lifeline." The line is marked in ounces and milliliters to enable athletes to monitor how much fluid they consume. Hazardous Fluids designed the graphics in-house for the labels, which are flexo-printed in nine colors.

The beverage comes in the lime and lemon varieties, and has a suggested retail price of $3.95 through the Hazardous Fluids Web site.

Each of these packages projects the image Hazardous Fluids desires for the brand: aerodynamic, sleek, and fast.