“It reflects the skill of the brewers who have pushed the boundaries of the ancient art of beermaking to create an unpasteurised product with the freshest taste possible,” stated Coopers managing director, Dr Tim Cooper, of his new lager, Artisan Reserve.
Hayley Brumby, creative director of On Creative, told PKN the story of what happened next:
A key objective in extending the range of Thomas Coopers Selection was to maintain a sophisticated, craft elegance to the label. While Celebration Ale, the traditional dark ale launched in March last year, was adorned with gold to commemorate the 150th celebration of Coopers, Artisan Reserve was created in a stylish blue to emphasise the fresh quality of the beer itself and the craft and excellence on which the brand is built. Expert detailing in the label underlines the attention to detail that is represented within every bottle.
Artisan Reserve Label:
To ensure the right blue was achieved on press, label drawdown samples were produced and supplied for review. Various shades of blue were produced on the label stock (silver metallised).
Then Coopers and On Creative reviewed numerous samples to select the exact tone, which became the target to colour match across the entire packaging range. To finish, a combination of two varnishes was applied to achieve the tactile feel of pinstripe background.
The label was printed by Labelmakers in Melbourne.
Artisan Reserve Cluster + Carton:
To apply a unique colour and embellished finishing detail consistently across various packaging items is a tricky process, but a team undertaking enabled Coopers and On Creative to produce a first class result.
Portion samples of the approved colour sample (produced for the label) were provided to the supplier (MeadWestVaco in NSW) for review. Drawdown samples were also produced for review to ensure colour was consistent and matching as close as possible to the label.
With the correct colour achieved, this became the target for when the basket went to print. The same process was applied to the carton packaging, printed by Amcor.
The pinstripe detail printed on the cluster was created with a combination of two varnishes. Amcor achieved comparable results for the carton through printing this detail in stipples of black ink.
Product representation on pack is always a key area of importance. A lot of attention was given to ensuring that the bottle and glass photography had as much appetite appeal as possible and the colour of the product in the glass was as accurate as possible. Representing the uniqueness of the beer visually was always the foremost aim.
