Turner Labels develops innovative craft beer can design
US-based converter Turner Labels has teamed up with a local Mirror Twin Brewery to design a blacklight label that reveals hidden images and humorous secret messages to create an additional level of customer engagement and entertainment.
The brewery, founded in 2016, serves customers from both sides of life: the tried-and-true beer purists and the anything-goes experimental adventure seekers. This variety allows the brewery to take an innovative approach to utilizing various hop agents and variants, usually resulting in a product unlike any other.
Turner Labels used its HP Indigo 6900 digital press technology and developed, in collaboration with Mirror Twin Brewing, utilizing craft beer can label method to enhance customer experience and product presentation.
Turner Labels’ art director Paige Tiller worked with the brewery artist to design a blacklight label that not only revealed hidden images but an added benefit of humorous secret messages to create action for customer entertainment. A small blacklight was included with every brewery pack purchase for the consumer to explore the label and share.
The converter received samples of the HP Indigo UV Inks in quarter two of 2022, which the art team promoted to upcoming product release partners. After testing, the exclusive UV ink was confirmed in the label design of a new craft beer to elevate the user experience during Lexington Craft Brew Week.
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