When AB InBev approached us to be a creative partner on a world-first packaging innovation project, it was the ideal time for our work on Beck’s Art Labels to be brought to a whole new level.
AB InBev has developed printing technology that could eliminate the need for labels and revolutionise bottle design. We were the first agency in the world briefed to use this innovative new technology for a commercial production print run! Our challenge was to find an imaginative use for this technology while honouring the creative legacy of Beck’s.
In 2018, we commissioned six artists to design a new suite of labels for the world’s most creative beer. Following that success and in line with Beck’s innovative, artistic spirit, AB InBev wanted to go bigger for the 2019 campaign. What if, instead of printing the artwork onto a piece of paper, we printed directly onto the bottle itself? Could it be time to say ‘goodbye’ to the art label – and ‘hello’ to the art bottle?
Tattoo Alpha Plant (yes, it’s really called that) thought it was time and they had the know how to make it happen. Their innovative printing technology meant that instead of being limited to the space on a label, artwork could cover the entire round of the bottle.
In a world-first, direct-object printing technology was used to apply ink and varnish to Beck’s bottles. Our 2018 commissioned designs were liberated from the confines of their paper labels and allowed to run free, 360 degrees around the bottle.
Harnessing this new technology could bring further innovations and environmental benefits on-stream. And, if rolled out, this innovative process could have positive environmental effects due to the reduction in paper used.
The attached images show our bottle designs, and how we embraced this new technology to deliver world first creative innovation.