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Brick Lane Brewing has become a trailblazer for Australian craft brewing. The proudly independent and B-Corp certified 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 Brick Lane brews have been expertly crafted for all palates from the everyday refreshment to the super special limited releases, like the Trilogy of Fear. The original trio release in 2021 was so well received that there has been increasing demand in customers wishing to purchase the stouts as collector’s items ever since.
Each year, the Trilogy Of Fear range grows larger, darker, and more terrifying. To elevate the fear factor further this year, the team at Brick Lane Brewing decided to create thermochromic labels. For example, on their award winning Last Train Home the labels aim to capture the eeriness of a zombie apocalypse. A warm can of Last Train Home Oud Imperial Stout features a soul zombie staring at you from the bottom of the stairs as you rush to catch the last train to safety. As you chill the can, the air turns cold and a legion of zombies appears at the bottom of the stairs. Additionally, they sought to embody the flavour of Oud, known for its musky and animalistic characteristics, by incorporating the sensation of being trapped underground at the onset of an apocalypse.
A silver synthetic material was once again chosen. This 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. A matt lamination provided a protective finish whilst helping the label to blend in nicely with the black colouring of the cans. The labels were printed using our digital printing technology at our Sydney site.
The result is an eye-catching and interactive label that perfectly captures the eerie theme of the Trilogy. The label even won a silver award in the GABS Can Design Awards.
“It is with great solemn pleasure, that yet again, we find ourselves gleefully harvesting and feasting upon the deepest terror of others. Only made possible through the tireless incarnations of MCC Label and their unworldly use of thermochromic inks. We give thanks that the dark elder gods have been appeased. At least for another year…” Greg Hall, Head of Innovation Brick Lane Brewing
Label details:
- Producer – Brick Lane Brewing
- Designer – Pete Johnson, Can I Play studio
- Printing – Digital
- Substrate – Silver Film
- Embellishments – Thermochromic ink, Matt lamination
The Trilogy Of Fear beckons once again…
