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Brisbane
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Darra, QLD 4076
Australia
Phone: +61 7 3712 9999
Email: enquiry.bne@mcclabel.com
Sydney
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Australia
Phone: +61 2 8123 1400
Email: enquiry.bne@mcclabel.com
Melbourne Sales Office
Mak: +61 413 126 168
Phone: +61 7 3712 9999
Email: enquiry.bne@mcclabel.com
0800 152 162
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Hally Labels recently worked with Brick Lane Brewing to summon a series of labels that was worthy of taking on their Limited Edition Trilogy of Fear release.
Read on to learn how we integrated a range of finishes into the label artwork to bring the designs to life.
In just four short years, Brick Lane Brewing has become a trailblazer for Australian craft brewing. The proudly Australian operation welcomes beer enthusiasts from all walks of life to join their community and enjoy beer which “is both fun to make and fun to drink.”
The Dandenong-based brewery operates with sustainable practices at the forefront, striving for best-in-class energy efficiency across the entire business. The preference to use recyclable glass, aluminium and fibre, and placing significant investment into reducing energy consumption and emissions, are just some of the ways Brick Lane is reducing their environmental footprint.
The Brick Lane brews have been expertly crafted for all palates from more familiar favourites through to the one-of-a-kind taste bombs, like the recent Trilogy of Fear release.
The concept is a nod to the John Wick movies which feature Baba Yaga, a Russian Bogeyman. Making a big, barrel-aged beer is an intimidating task, so the Brick Lane Brewing team harnessed that fear towards the perfect beer style for the concept: a barrel-aged Russian imperial stout.
Greg Hall, Brick Lane Brewing’s Head of Brand and Innovation, contacted Sydney-based Senior Account Manager Steve Stills for assistance in conjuring up a series of labels to take on the Trilogy.
The 500ml canned Trilogy features three installments, each more terrifying than its predecessor:
We had previously printed Brick Lane Brewery’s Stereobreaker release on our silver film material and the team was keen to incorporate this into the label design once again. The silver synthetic material is highly conformable to curved surfaces, like cans, as well as being moisture resistant, making it an ideal option for applications where condensation is a consideration. The shiny nature of the material also creates a foil-like effect for the label design.
Greg was keen to incorporate a special element into the design. After reviewing our extensive range of embellishments, Steve recommended the inclusion of a soft touch matt lamination. This finish gives the label a tactile velvet-like feel whilst also adding scuff-resistant protection to the inks. This is particularly important when printing labels with darker backgrounds.
The design was further enhanced by the use of two black inks, creating a two-tone effect, which blends in nicely with the black colouring of the cans. We also highlighted key areas of the artwork using a spot gloss coating.
The labels were printed using our digital printing technology at our Sydney site.
The result is an eye-catching series of labels that perfectly capture the eerie themes depicted in the Trilogy.
The Trilogy of Fear release has been so well received that there has been increasing demand in customers wishing to purchase the stouts as collector’s items.
All we know is, only the strong will survive…
Steve is one of the last great gun slingers. A true believer in art for arts sake. Hally Labels is such a fabulous medium to promote creativity and expressionism. Like a great 70’s rock band, who push each and every instrument past their intended boundaries to get that last skerrick of performance to paint an audio tapestry that envelopes you. Steve happily and tirelessly pushes the boundaries of what is and is not possible with finishes and embellishments so our fabulous beer art will be emblazoned on the shelf. Etching and scorching into the eyes and minds of craft beer lovers shopping, searching for the next great discovery. Because disruption creates better immersive consumer experiences, creating value for our customers and ourselves.
- Greg Hall, Head of Brand and Innovation
Our experienced sales team have extensive expertise in all things labels. We would be pleased to meet with you to discuss your labelling requirements, share our knowledge and develop a solution specifically for you..
