Indio celebrates with 120 labels
Mexican consuners submit more than 5,000 designs
This label printing story is about the picture as much as the words. Why have only one label for your brand – when 120 are possible?
Cuauhtémoc Moctezuma Brewery, Heineken’s division in Mexico, set out to celebrate dark beer Indio’s 120th anniversary in 2013 in a unique fashion. Mexican consumers were asked to submit new label designs. Out of more than 5,000 submissions, 120 were chosen to be featured on the anniversary’s promotional bottles.
Cuauhtémoc Moctezuma Brewery chose Constantia’s Haendler & Natermann for the label printing. Due to the randomized print pattern, it did not have to worry about pack consideration to ensure a randomized grouping of bottles.
Utilising a gravure print process, H&N was able to recreate the vibrant label designs on the same run. For this work H&N has been awarded Constantia’s 2013 Innovation Award for the process.
Previously: Indio launched in United States market.