Craft Brewer Tries Shrink-Sleeve Labels

When the Chicago-based Burnt City Beer wanted to revamp the packaging design of its cans, it didn't settle for small changes. The old cans, reported Packaging Digest, had a "muscular and industrial" look. However, the new ones were "irreverent and fun," while still making subtle references to the Great Chicago Fire of 1871, from which the brewery gets its name.

"We wanted to convey that Chicago was a Burnt City and rose from the ashes," Greg Lamacki, the brewery's chief operating officer, told the news source.

"A product rebrand is a great time to experiment with new labeling materials and styles."

But what's particularly interesting about these cans is not just their colors and design, but rather the specific method by which they are labeled. Though Burnt City initially considered pre-printing its designs directly on the cans, it instead opted to use shrink-sleeve labeling. This gave the cans a great look while also allowing the brewery to quickly meet demand.

Normal labels on cans sometimes look like the product is essentially wrapped with a wide sticker. This can still be well-designed, but at the same time it is generally nothing that the consumer hasn't seen before.

Shrink-sleeve labels, on the other hand, cover the entire product. They provide brands with more room to lay out their images or text, and can be designed to flow with the can's unique contour, creating something that stands out.

A product rebrand is a great time to experiment with new labeling materials and styles. Durafast offers printing solutions that help you produce exactly what you are looking for in a cost-effective manner. Contact us today!

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