Beverage can design and printing: the power of joined-up teams
At Equator, we partner with some wonderfully creative brands in the food and beverage space. Over the years, we have worked together to transform packaging from a functional element to a storytelling device that draws consumers in and makes them feel part of something special. When it comes to beverage can design, metal decorating techniques play a pivotal role. By working hand-in-hand from day one, creatives and print specialists can make the magic happen for beverage brands. In this blog post, we crack the lid on some of the most innovative techniques, sharing insights and advice to help you make the most of them.
Print finishes
“The success of any can design relies on the print finish,” says Glyn Robinson, Senior Creative Director at Equator. “So, it’s important to consider the aesthetic you want to create.” A satin finish results in minimal light reflection, bringing a sense of vibrancy and modernity to the artwork, which is why we often see it used for more premium products. A gloss finish, on the other hand, brings fullness and contrast, giving the cans that polished, shiny look.
The magic touch
Tactile embossing has become a game-changer where consumer engagement is concerned. This technique uses dies to create raised elements (e.g. images or text), patterns and textures on the metal surface, adding dimension. It often results in an interesting sensory experience that helps brands stand out on shelf. Tactile embossing can also be used to reinforce brand identity by creating a unique tactile signature. As Glyn notes: “It’s like giving your brand a handshake – it’s that personal touch that people remember.”
The chameleon effect
For brands looking to add some theatre to their beverage cans, thermochromic inks are here to steal the show. These clever compounds change colour when chilled, creating an interactive experience that tells consumers when their beverage is at the perfect temperature. We’re seeing brands use thermochromic inks – and photochromic inks, which change colour when exposed to bright sunlight – as a playful way to reveal hidden messages, colours and designs in response to different external stimuli. The novelty factor of these techniques is strong, delighting and surprising consumers, particularly those who weren’t expecting it!
Lighting up the night
For brands playing in the bar scene or nightlife space, neon inks are often the life of the party. These special inks create show-stopping effects under UV light, making products pop in bars and clubs. It’s like giving your can its own disco moment! Neon inks are also great for special edition packaging and can be used tactically to accentuate certain elements of the design.
Interactive labels
Digital innovation is transforming the food and beverage industry. Thermo printing allows for the seamless integration of QR codes and augmented reality elements, creating interactive beverage can labels that drive engagement with consumers. These are brilliant for marketing campaigns or brand partnerships, building virtual experiences that get people talking about and engaging with a brand and its products.
The integration imperative
While these innovations are exciting, it’s important to understand their application and the ways they may impact the overall look and feel of a beverage can. Every element, from colour selection to print finish, interacts with each other in complex ways on metal substrates. As Glyn, puts it: “You can have the most brilliant design concept, but without considering how it will translate to metal, it could fall flat – and ‘flat’ isn’t how you want someone describing your design or your beverage!”
That’s why, at Equator, we champion an integrated approach where design and production teams work together from concept to completion. Because creating memorable beverage can designs isn’t just about having great ideas or access to innovative printing techniques – it’s about bringing these elements together in harmony.
If you want to learn more about how we can help bring your ideas to life, get in touch with our team today at hello@equator-design.com.
