Revamp of italien beer brand
Can design for attracting younger demographic
1. August 2019
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.