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Italien beer brewer Baladin has used Crown’s Accents™ variable printing technology for modernizing the can design to connect with younger demographic.

Quelle: Crown

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Italien beer brewer Baladin has used Crown’s Accents™ variable printing technology for modernizing the can design to connect with younger demographic.

Quelle: Crown

Ital­ian craft brew­er Bal­adin – found­ed by Ital­ian craft brew­er Teo Mus­so in Pi­oz­zo, Italy, in 1986 – takes Crown’s Ac­cents™ vari­able print­ing tech­nol­o­gy to con­nect with younger de­mo­graph­ic. Orig­i­nal­ly launched in met­al pack­ag­ing in 2015, the cans were pro­duced in six dif­fer­ent de­signs, to sup­port a col­lec­tor’s item feel to the brand POP (short for pop­u­lar beer).

Mus­so’s lat­est vi­sion was to have 12 new stand­out de­signs that could also be mixed on a sin­gle pal­let and print­ed in one go. Crown’s process cre­ates a range of cans for brands seek­ing to en­cour­age cus­tomers to view their prod­ucts as a col­lectible set or to per­son­al­ize cans with their own name or mes­sag­ing in just one pro­duc­tion run.

The Com­pa­ny’s de­sign­ers worked close­ly with Bal­ad­in’s graph­ic artists to en­sure the de­sired re­sult was achieved. Typ­i­cal­ly, a small part of a can sur­face is dec­o­rat­ed us­ing vari­able print­ing. For POP, over half of each can uses the process, with six out of the eight col­ors used be­ing vari­able.

The re­sults have been stun­ning, and Teo was more than im­pressed that his vi­sion could be brought to life. He said: “It has been a re­ward­ing ex­pe­ri­ence in work­ing with Crown to achieve this un­prece­dent­ed lev­el of cus­tomized graph­ic art on our prod­uct pack­ag­ing. When we start­ed this project, we were look­ing for strik­ing, col­or­ful de­signs that would ap­peal to the mil­len­ni­al­s’ orig­i­nal tastes. Crown’s bev­er­age can is so much more than a func­tion­al tool to con­tain one of our live beers; it is also an amaz­ing com­mu­ni­ca­tion de­vice for our brand mes­sag­ing.”

Crown’s cans are not only stun­ning and func­tion­al, but sus­tain­able too. Cans are 100% and in­fi­nite­ly re­cy­clable with­out loss of prop­er­ties and the in­fra­struc­ture to col­lect and process them is ad­vanced across Eu­rope and be­yond.