Up Front brewery recently partnered with creative design agency Freytag Anderson and 3D visualization specialist Render Studio to create Moby Dick-inspired AR packaging. The newly packaged beers will be featured on the brewery's core range: Ishmael, Yojo and Ahab, all of which feature designs that evoke images of the iconic Herman Melville novel. The physical labels on the Up Front cans feature black and white linocut images and a distinct nautical theme that reflects Up Front brewer Jake Griffins passion for design.
The decision to animate the cans through AR was led by Freytag Anderson's Greig Anderson, and was meant to showcase the movement of the can's designs and to create a unique experience for drinkers. While the AR functionality only works on a few beers in the Up Front line, the brewer hopes that future AR integration can be done to more products.
What Makes This Trend Stand Out
- Augmented Reality Packaging
- There is an opportunity for other beverage companies to incorporate AR functionality into their packaging designs to provide a unique and interactive experience for consumers.
- Literary-inspired Branding
- Other companies can experiment with using literary themes as inspiration for their brand image and packaging designs.
- Partnerships with Creative Agencies
- More companies can collaborate with design agencies and 3D visualization specialists to create innovative packaging and branding solutions.
Sectors Adopting This
- Craft Beverages
- Other craft beverage companies can experiment with unique packaging and branding designs to stand out in a crowded market.
- Creative Design Services
- This trend can create opportunities for design agencies and 3D visualization specialists to offer their services to beverage companies.
- Literary Merchandising
- Other companies that specialize in literary-themed merchandise can expand their offerings to include beverage packaging designs.
