Patent Publication Number: US-6212803-B1

Title: Rotatable label system on a drinking vessel and method for constructing same

Description:
CROSS-REFERENCE TO RELATED PATENTS AND APPLICATIONS 
     The present application is related to and incorporates by reference the following patents and patent applications: U.S. Pat. No. 5,809,674 issued Sep. 22, 1998, for an invention entitled “Apparatus and Method for Increasing an Effective Information Carrying Surface Area on a Container”; U.S. Pat. No. 5,884,421 issued Mar. 23, 1999 entitled “Apparatus and Method for Constructing a Rotatable Label Device”; U.S. patent application Ser. No. 09/126,010 filed on Jul. 29, 1998 entitled “Rotating Label System and Method”; U.S. patent application Ser. No. 09/187,299 filed Nov. 5, 1998 entitled “Rotatable Label System and Method for Constructing the Same”; and U.S. patent application Ser. No. 09/247,245 filed Feb. 9, 1999 entitled “Rotatable Label System Including Tamper-Evident Feature and Method for Constructing Same.” 
    
    
     BACKGROUND OF THE INVENTION 
     1. Field of the Invention 
     The present invention relates generally to labels and more particularly to a rotatable label system on a drinking vessel and method for constructing same. 
     2. Description of the Background Art 
     Many drinking vessels, such as the kind obtained in fast food restaurants or at sporting events, display information in the form of written indicia. The written indicia is typically arranged directly on the exterior surface of the vessel or on a label affixed around the vessel. This information may include the name of the restaurant, advertisements, promotions, and artwork. 
     A problem associated with conventional drinking vessels is that insufficient space is available on the exterior surface of the vessel to display all of the information a manufacturer desires to provide to a consumer. In order to accommodate all of the desired information on the exterior surface of the vessel, the manufacturer may reduce the size or typeface of some or all of the indicia. Furthermore, the indicia may be more closely spaced together. However, the reduction in size of text and/or graphics may adversely affect the visual appeal of the vessel, and may render some or all of the information illegible to the consumer. 
     To provide additional space for the presentation of information, it has been proposed that a rotatable outer label be positioned about the drinking vessel having an inner label or indicia imprinted on the vessel exterior surface. The outer label typically has a transparent portion, which when rotated relative to the vessel, allows for viewing of the inner label or exterior surface through the transparent portion. This construction permits information display on both the outer label and the inner label or vessel surface; thus increasing the display area. 
     Despite the advantages of having a rotatable outer label on a drinking vessel, it has been impractical to employ rotatable outer labels due to the difficulty of applying such a rotatable label to a vessel in an efficient and rapid manner. Conventionally, a label is attached to a vessel with an adhesive applied to either the label or the vessel. However, this manner of application yields a label that is fixed, and not rotatable, relative to the vessel. Consequently, there is a need for a system and method by which a rotatable label may be rapidly disposed about a drinking vessel. 
     SUMMARY OF THE INVENTION 
     The present invention overcomes or substantially alleviates problems associated with display of information on a prior art drinking vessel. In general, the present invention provides a drinking vessel having an inner label or written indicia disposed directly thereon and a rotatable outer label of heat-shrinkable material (referred to herein as “shrinkwrap” material) disposed about the exterior of the drinking vessel and conforming thereto. 
     The rotatable label may include at least one transparent window which, when rotated relative to the vessel about a central vertical axis thereof, allows selective viewing of co-located indicia arranged on the exterior of the vessel (either on an inner label affixed to the vessel or printed directly on the exterior surface of the vessel). Because indicia may be disposed both on the inner and rotatable labels, the manufacturer may advantageously provide a substantially increased amount of information to the user. 
     The present invention discloses various methods of constructing a rotatable label system on a drinking vessel. According to the preferred embodiment, a drinking vessel with written indicia disposed thereon is inverted. A shrinkwrap shell constituting the outer label is lowered about the inverted vessel. The longitudinal movement of the shell is hindered when the circumference of the drinking vessel equals that of the shell. Heat is then applied to the shell, causing the shell to conform to the surface features of the drinking vessel. The diameter of the shell, as well as the duration and conditions of the heat-shrinking process, are carefully controlled such that the resultant label does not adhere to the vessel and can be easily rotated relative to the vessel. 
     In certain embodiments of the invention, the vessel is shaped or provided with surface contours to inhibit vertical displacement of the shell. Furthermore, the shell may be adapted with a set of perforation lines, including at least one horizontally oriented perforation line extending circumferentially about the shell. The perforations define lines of weakening which enable a user to quickly and easily activate the rotatable label system. 
     Accordingly, the present invention provides a rotatable label system that may be efficiently constructed, and which permits written indicia disposed directly on a vessel exterior surface or on an inner label to be viewed through a transparent window of an outer rotatable label. Other advantages and features of the present invention will be apparent from the drawings and detailed description as set forth below. 
    
    
     BRIEF DESCRIPTION OF THE DRAWINGS 
     FIG. 1 is a perspective view of a prior art drinking vessel; 
     FIG. 2A is a front view of a rotatable label and drinking vessel prior to assembly; 
     FIG. 2B is a front view of an alternative embodiment of a drinking vessel; 
     FIG. 3A is a front view of the rotatable label of FIG. 2 being lowered towards the drinking vessel of FIG. 2; 
     FIG. 3B is a front view of the rotatable label and drinking vessel of FIG. 3A wherein the rotatable label is partially advanced over the drinking vessel; 
     FIG. 3C is a front view of the rotatable label and drinking vessel of FIG. 3A wherein the rotatable label is positioned about the drinking vessel; 
     FIG. 3D is a front view of the rotatable label and drinking vessel of FIG. 3A with the rotatable label heat-shrunk about the drinking vessel; 
     FIG. 3E is a front view of the rotatable label and drinking vessel of FIG. 3A with the rotatable label rotated with respect to the drinking vessel; 
     FIG. 4A is a front view of one embodiment of a heat-shrinkable sheet; 
     FIG. 4B is a front view of the heat-shrinkable sheet of FIG. 4A formed into a shell; 
     FIG. 4C is a front view of the shell of FIG. 4B heat-shrunk about a drinking vessel; 
     FIG. 4D is a front view of the rotatable label portion of the shell of FIG. 4B wherein a perforation portion of the shell is being removed; 
     FIG. 5 is a front view of another embodiment of a heat-shrinkable sheet; 
     FIG  6 A is a front view of another embodiment of a heat-shrinkable sheet; 
     FIG. 6B is a front view of the heat-shrinkable sheet of FIG. 6A formed into a shell; 
     FIG. 6C is a front view of the shell of FIG. 6B heat-shrunk about a drinking vessel; 
     FIG. 6D is a front view of a rotatable label of the shell of FIG. 6B wherein the rotatable label is being rotated relative to the drinking vessel; 
     FIG. 7 is a front view of another embodiment of a drinking vessel with a rotatable label disposed thereon; 
     FIG. 8 is a front view of another embodiment of a drinking vessel with a rotatable label disposed thereon; 
     FIG. 9 is a front view of yet another embodiment of a drinking vessel with a rotatable label disposed thereon; 
     FIG. 10 is a front view of yet another embodiment of a drinking vessel with a rotatable label disposed thereon; 
     FIG. 11 is a front view of yet another embodiment of a drinking vessel with a rotatable label disposed thereon; 
     FIG. 12 is a perspective view of a drinking vessel having a gripping portion; 
     FIG. 13 is a front view of a drinking vessel having a closure on a top end; 
     FIG. 14A is a front view of a heat-shrinkable sheet being rolled about a drinking vessel; 
     FIG. 14B is a front view of the sheet of FIG. 14A rolled about the drinking vessel before heat treatment; 
     FIG. 14C is a front view of the sheet and drinking vessel of FIG. 14A after heat treatment; 
     FIG. 15A is a front view of an alternative embodiment of a rotatable label and drinking vessel, according to the present invention; and 
     FIG. 15B is a front view of the rotatable label of FIG. 15A disposed about the drinking vessel of FIG.  15 A. 
    
    
     DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS 
     FIG. 1 illustrates a conventional drinking vessel  100 , which includes a top end  102  and a bottom end  104  and a tapered section  105  extending between the top and bottom ends  102  and  104 . The drinking vessel  100  is formed in a generally frustro-conical shape, having a relatively narrow bottom end  104  which expands upwardly and outwardly to a relatively wide top end  102 . A drinking rim  106  is located on the top end  102  and defines an opening  108  through which liquids may flow in and out of the vessel  100 . The drinking vessel  100  may be formed from plastic, paper, or Styrofoam, although those skilled in the art will recognize other materials that may be employed. Furthermore, written indicia can be disposed directly on an exterior surface  110  of the vessel  100  or on a label (not shown) affixed to the vessel  100  exterior surface  110 . 
     FIG. 2A shows a rotatable label  200  and a drinking vessel  216 , according to the present invention. The rotatable label  200  is preferably fabricated from a generally rectangular sheet of heat-shrinkable (shrinkwrap) material by thermal welding or otherwise joining the opposed edges of the sheet along a seam  202 , resulting in a generally tubular shaped shell. This tubular shaped shell extends between a top edge  204  and a bottom edge  206  and defines a chamber  208  interiorly thereto. The shrinkwrap material may include polyvinyl chloride (PVC), polyethylene terephthalate, glycol modified (PETG), and biaxially oriented poly-propylene (BOPP). 
     The rotatable label  200  is substantially non-transparent and has arranged thereon written indicia  210 . The written indicia  210  may typically include textual information such as the name of the restaurant, sporting event, or promotion, or graphic information such as ornamental designs, company logos, and the like. The written indicia  210  is preferably printed on the rotatable label  200  using conventional silk-screening or lithographic methods. According to one manufacturing technique, indicia is printed on a rear surface of a rotatable label formed from a transparent material such that the indicia is viewable through the front surface of the label. Areas of the label which lie outside of the indicia (with the exception of a transparent window, discussed below) are then printed with a background scheme which renders these areas opaque so that underlying indicia on the exterior surface of the vessel is not viewable through the opaque areas of the label. 
     The rotatable label  200  includes a transparent window  212  defined by window edges  214   a-d . The transparent window  212  may be formed of a substantially transparent shrinkwrap material, or may alternatively comprise an open area formed in the rotatable label  200 . It is to be noted that while only one transparent window  212  is depicted in the figures, the present invention may have a plurality of transparent windows. As is discussed in further detail below, the transparent window  212  enables viewing of an underlying subset of indicia  228  disposed on an exterior surface  230  of the drinking vessel  216 . 
     The drinking vessel  216  of FIG. 2A is similar to the drinking vessel  100  described in conjunction with FIG.  1 . The vessel  216  includes a top end  218 , a bottom end  220 , and a tapered section  222  extending between the top and bottom ends  218  and  220 . A drinking rim  224  is located near the top end  218  and defines an opening  226 . Furthermore, written indicia  228  is disposed on the exterior surface  230  of the vessel  216  (either directly on the surface  230  or on a label affixed to the surface  230 ). 
     Unlike the prior art vessel  100  of FIG. 1, the drinking vessel  216  further includes a surface contour  232  located on the tapered section  222  near the bottom end  220 . FIG. 2A shows the surface contour  232  as being a continuous raised rim extending circumferentially around the vessel  216 . Alternatively, a surface contour  234  may comprise a depression extending around the circumference of a vessel  236  as shown in FIG.  2 B. Furthermore, the surface contours may be disposed at various locations around the vessel to inhibit longitudinal displacement of the rotatable label and may comprise a plurality of surface contours. 
     FIGS. 3A to  3 D show a preferred method for the automated manufacturing of the rotatable label system about the drinking vessel  216  of FIG.  2 A. The positioning of the rotatable label  200  about the drinking vessel  216  is critical because the transparent window  212  of the label  200  must be placed such that underlying indicia  228  is properly framed by the transparent window  212  in the finished configuration of the label system. The present invention encompasses a method for achieving precise positioning of the rotatable label  200  in an automated manufacturing environment, where the drinking vessels are moved between the various manufacturing stations by a conveyor or similar transport means. This method, illustrated by FIGS. 3A to  3 D, facilitates rapid and inexpensive manufacturing of the rotatable label/vessel assembly. 
     In FIG. 3A, the first step in the construction of the rotatable label system on the drinking vessel  216  is illustrated. Initially, the drinking vessel  216  is inverted so that the top end  218  of the vessel is now supported on a conveyor  306 , which moves the vessel  216  as the rotatable label  200  is being disposed about the vessel  216 . The rotatable label  200  shell is positioned above the inverted vessel  216 , such that the rotatable label  200  is centered about a central longitudinal axis of the drinking vessel  216 . Once the rotatable label  200  is properly aligned with the vessel  216 , the rotatable label  200  is forced downward over the vessel  216  by an element of a labeling apparatus (not shown). Subsequently, the drinking vessel  216  is received within a portion of the chamber  208 . 
     FIG. 3B shows a front view of the rotatable label  200  partially advanced longitudinally over the bottom end  220  and a lower portion of the tapered section  222  as the rotatable label  200  and the vessel  216  are advanced along the conveyor  306 . As illustrated, the rotatable label  200  is lowered approximately halfway over the vessel  216  such that a first portion of the written indicia  228  is covered by the rotatable label  200  and a second portion of the written indicia  228  is visible through the transparent window  212 . 
     Because the circumference of the drinking vessel  216  steadily expands outwardly from the bottom end  220  towards the relatively wide top end  218 , the label  200  will easily advance over the smaller bottom end  220  under the force of the element of the labeling apparatus. However, the rotatable label  200  will stop longitudinally advancing once the top edge  204  encounters a label stop location  300 , where the circumference of the label stop location  300  equals that of the top edge  204  of the rotatable label  200 . As shown in FIG. 3C, the label stop location  300  is on a lower margin  302  of the drinking rim  224 . However, other embodiments may position the label stop location  300  on a different section of the drinking vessel  216  depending on the design of the drinking vessel  216  and the desired location of the rotatable label  200  relative to the vessel  216 . 
     As discussed earlier, it is critical that the written indicia  228  be viewable through and properly framed by the transparent window  228 . Therefore, the transparent window  228  must be properly sized and positioned such that the indicia  228  appears longitudinally between window edges  214   b  and  214   d  when the rotatable label  200  is advanced to its final position with respect to the vessel  216 . 
     FIG. 3D is a front view of the label system in its finished configuration following heat application to the shrinkwrap rotatable label  200 . As shown, the rotatable label  200  generally conforms to the surface features of the vessel  216 , with the top edge  204  of the rotatable label  200  overlapping a portion of the drinking rim  224 . The bottom edge  206  covers a segment of the tapered section  222  immediately below the surface contour  232 . Contour lines  304  illustrate the degree of shrinkage of the rotatable label  200  about the vessel  216 . Although the rotatable label  200  is depicted as covering the surface contour  232  and a section of the drinking rim  224 , the rotatable label  200  may optionally be positioned between and/or over various other contours, as will be discussed in more detail below. 
     Those skilled in the art will recognize that a number of factors may be adjusted to control the shrinkage of the rotatable label  200  during the heat shrinking process. These factors include the initial dimensions of the rotatable label  200 , the material(s) from which the rotatable label  200  is fabricated, the duration of the heat shrinking process, and the conditions (temperature, etc.) at which heat shrinking is performed. 
     FIG. 3E shows the vessel  216  in the upright position with the rotatable label  200  rotatably disposed about the vessel  216 . The rotatable label  200  is longitudinally maintained on the vessel  216  by the downward taper of the vessel  216  and the surface contour  232 . In this configuration, the taper of the vessel  216  prevents the rotatable label  200  from moving upward because the diameter of the bottom edge  206  of the rotatable label  200  is smaller than the diameter of the vessel  216  immediately above the bottom edge  206 . Similarly, the lower margin  302  of the drinking vessel  216  prevents the rotatable label  200  from moving upward because the diameter of the rotatable label  200  immediately below the lower margin  302  is smaller than the diameter of the vessel  216  at or about the lower margin  302 . 
     Furthermore, surface contour  232  is provided to prevent displacement of the rotatable label  200  relative to the vessel  216 . The portion of the rotatable label  200  that covers the surface contour  232  shrinks to a circumference that is larger than portions of the label  200  in adjacent regions of the vessel  216 . Because the rotatable label  200  portions immediately adjacent to the surface contour  232  shrink to a circumference that is smaller than the surface contour  232 , these rotatable label  200  portions can not move over the surface contour  232 . Thus, the surface contour  232  longitudinally maintains the rotatable label  200  about the drinking vessel  216 . 
     The rotatable label  200  of FIG. 3E is shown rotated relative to its initial position depicted in FIG.  3 D. The transparent window  212  permits a user to view an underlying subset of indicia  228  disposed on an inner label or exterior surface  230  of the vessel  216 . The user selects the subset of indicia  228  to be viewed by rotating the rotatable label  200  such that the selected subset of the indicia  228  appears within the transparent window  212 . A slip agent may be applied between the rotatable label  200  and the adjacent surfaces of the vessel  216  to ensure that the rotatable label  200  is free to rotate about the drinking vessel  216 . 
     FIGS. 4A to  4 D show another implementation of the present invention. In FIG. 4A a front view of a rear surface of a heat-shrinkable sheet  400  having a top edge  402 , a bottom edge  404 , a left edge  406 , and a right edge  408  is shown. Written indicia is preferably imprinted on the heat-shrinkable sheet  400  before the sheet  400  is formed into a shell. A section of the sheet  400  is left void of written indicia, and thus forms a transparent window  410 . 
     FIG. 4A also shows a top border  412  located between the top edge  402  and a perforation line  414 . An adhesive pattern may be disposed on the rear surface of the top border  412 , thus inhibiting the activation of the rotation system until the label  415  is intentionally uncoupled from the top border  412 . Uncoupling of the top border  412  from the label  415  is effected by manually exerting a torque on label  415 , which in turn applies a shear force to perforation line  414 , causing it to tear. After the label  415  is uncoupled from the top border  412 , the top border  412  will remain fixedly attached to the vessel  418 , while the rotatable label  415  may freely rotate about the vessel  418 . 
     FIG. 4B shows the sheet  400  formed into a tubular-shaped shell  417 , by overlapping the left and right edges  406  and  408  (FIG.  4 A). The overlapped portion is welded together along the label seam  416  as seen through the transparent window  410  of FIG.  4 B. The sheet  400  now forms a shell, which may be disposed about a drinking vessel  418  (FIG. 4C) in accordance with the method previously discussed in conjunction with FIGS. 3A to  3 D. 
     FIG. 4C is a front view of the shell  417  of FIG. 4B heat-shrunk about a drinking vessel  418 . As shown, the top border  412  and the perforation line  414  cover a lower margin  420  of a drinking rim  422 , while the bottom edge  404  is located below a surface contour  424  of the vessel  418 . The shell  417  is positioned such that written indicia  426  on the vessel  418  is situated between a top and bottom window edge  430   a  and  430   b  of the transparent window  410 . 
     FIG. 4D is a front view of the shell  417  of FIG. 4B wherein the rotatable label  415  is rotated relative to the vessel  418 . As discussed above, the application of a torque to the rotatable label  415  will uncouple the label  415  from the top border  412  along the perforation line  414 . Subsequent to the uncoupling of the rotatable label  415  from the top border  412 , the top border  412  remains removably affixed to the vessel  418 , and may be removed from around the vessel  418 , as shown in FIG.  4 D. Alternatively, the top border  412  may be left affixed to the vessel  418  to thereby inhibit the upward longitudinal movement of the rotatable label  415 . The rotatable label  415  is now free to rotate relative to the drinking vessel  418 . 
     FIG. 5 illustrates an alternative embodiment of a heat-shrinkable sheet  500  with a transparent window  502  disposed therein. Sheet  500  includes a horizontal perforation line  504  dividing a top border  506  from a rotatable label  508 . The top border  506 , which extends between a top edge  507  and the perforation line  504 , has an adhesive disposed thereon to prevent rotation of the rotatable label  508  prior to the intentional uncoupling of the top border  506  from the label  508 . Sheet  500  further incorporates two vertical perforation lines  510   a-b , which form a release tab  512 . This release tab  512  facilitates the removal of the top border  506  after the top border  506  is detached from the rotatable label  508  along the horizontal perforation line  504 . 
     FIG. 6A shows another embodiment of a heat-shrinkable sheet  600  having a top edge  602 , a bottom edge  604 , a left edge  606 , a right edge  608 , and a transparent window  610  disposed in the sheet  600 . In this embodiment, a horizontal perforation line  612  is located near the bottom edge  604  of the sheet  600 , thus defining a bottom border  616  extending between the bottom edge  604  and the perforation line  612 . The perforation line  612  consequently divides the bottom border  616  from a rotatable label  614  portion of the sheet  600 . The bottom border  616  preferably has an adhesive disposed thereon to prevent rotation of the rotatable label  614  prior to the intentional uncoupling of the bottom border  616  from the rotatable label  614 . 
     FIG. 6B shows the sheet  600  of FIG. 6A formed into a tubular shell  618 , by the overlap of the left and right edges  606  and  608  thus forming a seam  620 . The tubular shell  618  may now be rotatably disposed about the prior art drinking vessel  100  of FIG. 1, as shown in FIG.  6 C. The method applied to manufacture this rotatable label system is the same as described in conjunction with FIGS. 3A-3D. Initially, the drinking vessel  100  is inverted and the tubular shell  618  is longitudinally advanced over the drinking vessel  100 . In this embodiment, the shell stop location  622  is located below the drinking rim  106 . Once the shell  618  is properly positioned, heat is applied to the heat-shrinkable shell  618 , resulting in the shell  618  conforming to the surface features of the vessel  100 . 
     FIG. 6D shows the rotating label system after the initial rotation of the rotatable label portion  614  relative to the vessel  100 , which causes the rotatable label  614  to be detached from the bottom border  616  along the horizontal perforation line  612 . The bottom border  616  remains affixed to the vessel  100  to prevent the downward displacement of the rotatable label. Furthermore, the taper of the vessel  100  inhibits the upward displacement of the rotatable label  614  because the diameter of the bottom edge  604  of the rotatable label  614  is smaller than the diameter of the vessel  100  immediately above the bottom edge  604 . 
     FIG. 7 shows yet another embodiment of the present invention. In this embodiment, the shell  618  of FIG. 6B is heat-shrunk about a drinking vessel  700 , such that the top edge  602  of the shell  618  overlaps a lower margin  702  of a drinking rim  704 . Thus, during the manufacturing process, the circumference of the shell  618  is sized such that the shell stop location  706  is on the drinking rim  704 . 
     The initial rotation of the rotatable label  618  uncouples the rotatable label  618  from the bottom border  616 , which remains fixedly attached to the vessel  700 . The bottom border  616  now functions as a label boundary to inhibit the downward displacement of the rotatable label  618 . Upward displacement of the rotatable label  618  is prevented by the drinking rim  704  because the diameter of the rotatable label  618  shrinks to a diameter smaller than the diameter of the drinking rim  704 . Thus, the rotatable label  618  is inhibited from moving past the drinking rim  704 . Additionally, the taper of the vessel  700  prevents the upward displacement of the rotatable label  618  because the diameter of a bottom edge  708  is smaller than the diameter of the vessel  700  above the bottom edge  708 . 
     The adhesion of the border of the rotatable label to the drinking vessel as described in FIGS. 4 a - 7  is a vital feature for game promotions. For example, the written indicia found on the outer surface of the drinking vessel may include an announcement that the person in possession of the vessel has won a prize. This announcement is initially covered from view by the rotatable label disposed about the vessel. The announcement may only be viewed by rotating the label until the announce appears within the transparent window. However, the game promoter does not want individuals to have the ability to view the announcements prior to the drinking vessel being purchased or given to an intended end user of the product. Thus, the adhered border inhibits the activation of the rotation system until the label is intentionally uncoupled from the border by the end user. 
     FIG. 8 shows yet another embodiment of a rotatable label system. This embodiment presents a rotatable label  800  disposed about a drinking vessel  802  having a surface contour  804  located near a bottom end  806  of the vessel  802 . A shell stop location  808  is located just below a drinking rim  810  with a lower edge  812  of the drinking rim  810  functioning as a top label boundary. The taper of the vessel  802  further inhibits the upward displacement of the rotatable label  800 , while the surface contour  804  prevents the downward movement of the rotatable label  800 . Because the diameter of the rotatable label  800  in the regions immediately adjacent to the surface contour  804  shrinks to a diameter smaller than the surface contour  804 , the rotatable label  800  is longitudinally maintained about the vessel  802 . 
     FIG. 9 shows a further embodiment of a rotatable label system having a rotatable label  900  disposed about a drinking vessel  902 . The drinking vessel  902  of FIG. 9 includes a surface contour  904  located near a drinking rim  906  of the vessel  902 . The rotatable label  900  is positioned below the drinking rim  906 , over the surface contour  904 , and ends short of a bottom end  908  of the vessel  902 . Since a label stop location  910  is situated between the drinking rim  906  and the surface contour  904 , a top edge  914  of the rotatable label  900  is hindered from moving upwardly by the larger diameter drinking rim  906 . Furthermore, the surface contour  904  prevents the downward displacement of the rotatable label  800  because the diameter of the rotatable label  800  in the regions adjacent to the surface contour  904  are smaller than the diameter of the surface contour  904 , and thus cannot move over the surface contour  904 . 
     FIG. 10 is a front view of another embodiment of a rotatable label  1000  disposed about a drinking vessel  1006 . This embodiment shows the rotatable label  1000  as having a label stop location  1002  on a portion of a drinking rim  1004  of the vessel  1006 . The vessel  1006  also includes a surface contour  1008  located near a bottom end  1010  of the vessel  1006 . 
     During manufacture of this label system, the rotatable label  1000  is designed such that a top edge  1012  rests at the label stop location  1002 , while a bottom edge  1014  is positioned above the surface contour  1008 . After the application of heat, the rotatable label  1000  generally conforms to the taper of the vessel  1006  and the surface features of the drinking rim  1004 . A lower edge  1016  of the drinking rim  1004  now prevents the upward movement of the rotatable label  1000  because the diameter of rotatable label  1000  immediately below the lower edge  1016  is smaller than the lower edge, and thus cannot move up. Further, the surface contour  1008  acts as a lower label boundary impeding the downward movement of the rotatable label  1000 . 
     FIG. 11 illustrates yet another embodiment of a rotatable label  1100  rotatably disposed about a drinking vessel  1102 . In this embodiment, the rotatable label  1100  is positioned between a lower edge  1104  of a drinking rim  1106  and a surface contour  1108  located near a bottom end  1110  of the vessel  1102 . Heat application generally conforms the heat-shrinkable rotatable label  1100  to the shape and contours of the vessel  1102 , whereby the lower edge  1104  and the surface contour  1108  act as label boundaries to prevent the vertical displacement of the rotatable label  1100 . 
     FIG. 12 is a perspective view of a drinking vessel  1200  having a gripping portion  1202  formed in a lower section of the drinking vessel  1200 . The gripping portion  1202  preferably does not have a rotatable label  1204  disposed thereon and may include a textured surface to provide a user with a more secure grip. In this embodiment, the rotatable label  1204  is positioned between the gripping portion  1202  and a lower edge  1206  of a drinking rim  1208 . 
     The drinking vessel  1200  of FIG. 12 includes a surface contour  1210  for longitudinally maintaining the rotatable label  1204  about the vessel  1200 . Although the surface contour  1210  is shown as being covered by the rotatable label  1204 , the surface contour  1210  may alternatively be positioned below a bottom edge  1212  of the rotatable label  1204 , thus acting as a lower label boundary, or in any other location about the vessel  1200 . The rotatable label  1204  may alternatively overlap the lower edge  1206  of the drinking rim  1208 . 
     FIG. 13 illustrates an alternative embodiment of a drinking vessel  1300  having a closure  1302  on a top end  1304  of the vessel  1300  (commonly referred to as a “sports bottle”). The closure includes a spout  1306  which opens to allow for the flow of liquid when in the up position and closes to stop fluid flow when in the down position. Those skilled in the art will recognize other embodiments of a drinking vessel, such as a water bottle or a cup with a handle, with which a rotatable label system may be applied to. 
     The drinking vessel  1300  further includes written indicia  1308  on the exterior surface of the vessel  1300  (either directly on the surface or printed on a label affixed to the exterior surface of the vessel  1300 ). A rotatable label  1310  is rotatably disposed over the written indicia  1308  such that a subset of the indicia  1308  is visible through a transparent window  1312  when the rotatable label  1310  is rotated relative to the vessel  1300 . 
     Various surface features longitudinally maintain the rotatable label  1310  about the vessel  1300 . A circumferential shoulder  1314  located near a top edge  1316  of the rotatable label  1310  inhibits the label  1310  from moving down because the circumference of the top edge  1316  is smaller than the shoulder  1314  at its widest expanse. A label panel  1318  found on the bottom of the vessel  1300  further prohibits the downward movement of the label  1310 . Those skilled in the art will recognize other surface contours which may be utilized to prevent the label  1310  from longitudinally displacing. 
     FIG. 14A shows an alternative method for disposing a heat-shrinkable sheet  1400  having a transparent window  1404  about a drinking vessel  1402 . Initially, the drinking vessel  1402  is inverted so that a top end  1406  of the vessel  1402  is now located on a conveyor  1405 . Alternatively, the sheet  1400  may be applied to the drinking vessel  1402  while the vessel  1402  is in an upright position. 
     A leading edge  1408  of the sheet  1400  is held stationary against an outer surface  1410  of the drinking vessel  1402 . There are several techniques which may be utilized to temporarily affix the leading edge  1408  to the vessel  1402 . A first method involves disposing a low-adhesion glue on the leading edge  1408  and/or on the adjacent surface  1410  of the vessel  1402 . The bond thus formed is of sufficient strength to hold the leading edge  1408  stationary during the manufacturing process, but may be easily broken by a user with an application of a rotational force to the sheet  1400  after it is formed into a rotatable label. Another method involves wetting the leading edge  1408  and/or vessel  1402  to form a temporary bond, which is released when the wetting agent evaporates. Yet another method of securing the leading edge  1408  to the vessel  1402  is to generate a partial vacuum in a volume between the leading edge  1408  and the vessel  1402 . Those skilled in the art will recognize that many other techniques may be employed to maintain the leading edge  1408  stationary relative to the drinking vessel  1402 . 
     FIG. 14A also shows the drinking vessel  1402  having a drinking rim  1412 , a surface contour  1414 , and written indicia  1416  disposed on the exterior surface  1410  of the vessel  1402 . 
     While the leading edge  1408  of the sheet  1400  is held stationary relative to the drinking vessel  1402 , the remainder of the sheet  1400  is wrapped around the circumference of the vessel  1402 . Wrapping of the sheet  1400  around the vessel  1402  may be advantageously accomplished by rotating the vessel while linearly feeding the sheet  1400  as the vessel is moved linearly along the conveyor  1405 . 
     When the vessel  1402  has been rotated about its full circumference, the leading edge  1408  meets or is placed in overlapping relation with a trailing edge  1418 , as shown in FIG.  4 B. The trailing edge  1418  is preferably coated with an adhesive for securing the trailing edge  1418  to the overlapped region of the sheet  1400 . Heat may then be applied to the sheet  1400  to cause it to shrink and conform to the drinking vessel  1402 . 
     FIG. 14C illustrates the end product of the foregoing label system construction technique. The sheet or shell  1400  conforms to the taper and the surface contour  1414  of the vessel  1402  as shown by contour lines  1420 . The shell  1400  is consequently prohibited from longitudinal displacement relative to the vessel  1402  by the surface contour  1414  and the drinking rim  1412 . By rotating the shell  1400  relative to the drinking vessel  1402 , the user may view selected subsets of underlying written indicia  1416  disposed on the exterior surface  1410  of the vessel  1402 . A slip agent may be disposed between the exterior surface  1410  and the shell  1400  to facilitate rotation of the shell  1400  relative to the drinking vessel  1402 . 
     Although FIGS. 14A-C describe a label system construction method utilizing a particular sheet  1400  and drinking vessel  1402 , this method may alternatively be used to construct the various embodiments of the rotatable labels and drinking vessels discussed above. Furthermore, this method of label system construction preferably is conducted on a conveyor  1405  to increase the efficiency and speed of the method. 
     FIG. 15A illustrates an alternative embodiment of a rotatable label  1500  and a drinking vessel  1502 . The drinking vessel  1502  preferably comprises a top end  1504 , a bottom end  1506 , and a tapered region  1508  expanding outwardly from the bottom end  1506  towards the top end  1506 . A drinking rim  1510  is formed at the top end  1504  and defines an opening  1512  for liquid flow into and out of the vessel  1502 . A surface contour  1514  is located towards the bottom end  1506  on the tapered region  1508 , which will be utilized to longitudinally maintain the rotatable label  1500  about the vessel  1502 , as will be discussed in conjunction with FIG.  15 B. 
     As shown in FIG. 15A, indicia  1516  is disposed on an exterior surface  1518  of the drinking vessel  1502  (either directly on the exterior surface  1518  or on a label affixed to the exterior surface  1518 ), and may consist of words, designs, or illustrations. The indicia  1516  of FIG. 15A depicts an underwater scene disposed on the exterior surface  1518  of the vessel  1502 . 
     The rotatable label  1500  of FIG. 15A is preferably fabricated from a generally rectangular sheet of shrinkwrap material with opposing edges joined along a seam  1520  to form a tubular shell. The shell extends between a top edge  1522  and a bottom edge  1524  and defines a chamber  1526  through which the vessel  1502  may be interiorly disposed. 
     The rotatable label  1500  is substantially transparent and has arranged thereon limited indicia  1528 . The limited indicia  1528  may include only one object, as shown in FIG. 15A, or, alternatively, embody several objects, which occupy a small amount of surface area on the rotatable label  1500 . 
     FIG. 15B illustrates the rotatable label  1500  of FIG. 15A positioned about the drinking vessel  1502  prior to the heat application process. The diameter of the rotatable label  1500  is sized such that the rotatable label  1500  will stop longitudinally advancing along the length of the vessel  1502  when the top edge  1522  encounters a label stop location  1530 . The label stop location  1530  inhibits further advancement because the diameter of the rotatable label  1500  is roughly equivalent to the diameter of the vessel  1502  at the label stop location  1530 . Although FIG. 15A shows the label stop location  1530  on a lower margin of a drinking rim  1532 , the label stop location  1530  may be positioned at other locations depending on the design of the rotatable label system. 
     The indicia  1528  of the rotatable label  1500  is now superimposed over the indicia  1516  disposed on the exterior surface  1518  of the vessel  1502 . Following heat application to the shrinkwrap rotatable label  1500 , the rotatable label  1500  will conform to the surface features and the surface contour  1514  of the vessel  1502 . The subsequent rotation of the rotatable label  1500  relative to the vessel  1502  will cause the indicia  1528  on the rotatable label  1500  to move with respect to indicia  1516  disposed on the exterior surface  1518 . In this specific example, the indicia  1528 , the fish, will appear to “swim” along the underwater scene indicia  1516  of the exterior surface  1518 , thus creating a three-dimensional visual effect. 
     The rotatable label  1500  is longitudinally maintained during rotation of the label  1500  relative to the vessel  1502  by various surface features. The surface contour  1514  inhibits vertical movement because the diameter of the rotatable label  1500  immediately adjacent to the surface contour  1514  is smaller than the diameter of the surface contour  1514 , thereby preventing the adjacent rotatable label  1500  portions from moving over the surface contours  1514 . Furthermore, the taper of the vessel  1502  prevents the upward movement of the rotatable label  1500  because the bottom edge  1524  is smaller than the diameter of the vessel  1502  immediately above the bottom edge  1524 . Alternatively, the rotatable label  1500  and drinking vessel  1502  may incorporate other embodiments as described above. 
     The invention has been described with reference to specific embodiments. It will be apparent to those skilled in the art that various modifications may be made and other embodiments can be used without departing from the broader scope of the invention. Therefore, these and other variations upon the specific embodiments are intended to be covered by the present invention, which is limited only by the appended claims.