Creative agency BBDO Berlin designed this unique aluminum canvas beer label for Beck's beer bottles. The limited edition bottles are called "Scratchbottles" and they provide an aluminum canvas for consumers to scratch artistic designs on.
Each of the glass beer bottles is completely foiled in aluminum that easily scratches away so that consumers can draw faces, signatures and doodles. By allowing the drinker to design their own label, it brings a sense of personalized expression to each brew.
The ultimate goal for this bottle is to appeal to a younger generation of beer drinkers. This creatively designed bottle packaging is playful and has already seen images such as bearded men, animals and superhero designs etched into the aluminum surface of Beck's bottles.
Scratch-Away Beer Labels
This Beck’s Scratchbottle Beer Label is an Aluminum Canvas for Art
Trend Themes
1. Personalized Packaging - The trend of personalized packaging allows consumers to customize and express their creativity on products like beer labels.
2. Interactive Consumer Experience - The trend of interactive consumer experience is exemplified by the Scratchbottles, which engage consumers by enabling them to actively participate in the design process.
3. Artistic Branding - The trend of artistic branding merges art and marketing, creating opportunities for brands to connect with consumers through unique and visually appealing designs.
Industry Implications
1. Beverage Packaging - The beverage packaging industry has an opportunity to incorporate personalized and interactive elements, like Scratchbottles, to attract and engage consumers.
2. Alcoholic Beverages - The alcoholic beverages industry can embrace artistic branding on their packaging to differentiate themselves in a competitive market and resonate with younger consumers.
3. Creative Services - Creative agencies and designers have an opportunity to collaborate with brands to develop innovative and customizable packaging solutions like the Scratchbottle beer label.