Crown Bevcan Europe and Middle East has developed new can design for British record label Island Records’ Session IPA Beer.
Crown said its partnership with Island uses consumers’ propensity to explore the packaging of their favorite products and the story behind the brand.
Island Records also partnered with Shazam to help their Session IPA stand out in a crowded market.
As part of this collaboration, Shazam will provide access to the Visual Shazam technology, allowing consumers to scan Shazam Code on the can with their smartphones to connect instantly with three curate playlists featuring Island artists on Spotify.
Additionally, Crown’s European Design Studio in Leiceste, UK has teamed up with Zappar, which provides the technology behind the Shazam Codes, to work on pre-press activities and embed the dedicated logo into the final design.
Crown then translated the fine details into a design, allowing direct printing onto a cylindrical beverage can.
Crown said: “Both Crown and Island Records have a history of creativity and innovation within their respective fields, and this collaboration has produced a world-first to the craft beer market.”
The firm, which produces the cans for Island Records at its factory in Braunstone, UK, has already launched a second design for Island Records Beer Range Jamaica Porter alongside the Session IPA.
