Turner Labels, a US label converter based in Kentucky, recently announced an innovative label collaboration with Mirror Twin Brewing (MTB). With the help of an HP Indigo 6900 digital press, the companies have developed a craft beer can label utilizing blacklight UV ink.
“Experiencing an ordinary product in a new way enriches the senses and memory,” explains Turner Labels art director, Paige Tiller. He worked in collaboration with the brewery’s 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 first received samples of the HP Indigo UV Inks in Q2 of 2022. The art team quickly went into action to promote to upcoming product release partners. After testing, the exclusive UV ink was confirmed in the label design of a new craft beer named Turnin’ Heads for MTB to elevate the user experience during Lexington Craft Brew Week for their business.
“The goal reached the hands of the community to experience a unique collaboration crafted for a one-of-a-kind label for a one-of-a-kind brewery,” says Tiller.
Mirror Twin Brewery was founded in 2016 and serves customers from both sides of life it says: the tried-and-true beer purists but also the anything-goes experimental adventure seekers. This variety allowed MTB to take an innovative approach to both the brewing, through utilizing various hop agents and variants as well as the packaging, resulting in a product unlike any other in the Lexington area.
This article was created in collaboration with AIPIA (the Active and Intelligent Packaging Industry Association). Packaging Europe and AIPIA are joining forces to bring news and commentary about the active and intelligent packaging landscape to a larger audience. To learn more about this partnership, click here.