Visions on the Future of Labelling by Wibo Broek - Vulcaan Beer

What do designers and brand owners think about the future of product labeling? FINAT asked them in a series of video interviews about their vision and thoughts. See below the interview and transcript of Wibo Broek of Vulcaan beer.

Vision on future labelling Wibo Broek - Vulcaan beer

I'm Wibo Broek, I'm a Creative Director at Be Creative, an advertising agency in the Netherlands and I also own a craft brewery in the Netherlands named Vulcaan Beer.

Four years ago, we started our craft beer brewery and introduced our brand Vulcaan Beer to the market. We wanted to give our bottles a contemporary look so we chose a self-adhesive label, which is transparent so that it looks like the print is actually printed on the bottle. It really stands out on the shelf, so we can compete with the big brands of this world. And I think consumers will see we have a craft beer in a professional-looking bottle with an appealing label on the shelf.

Since we are a very small brewery, we make very small batches of beer and our portfolio is extending, so now we have six or seven beers in our portfolio. Pressure-sensitive labelling allows us to make very small runs of labels so, within six weeks, we can introduce a new beer with a new printed label on it. It also allows us to use several printing techniques like embossing and foil print, and maybe in the future we could even use ink that indicates the right temperature of your beer.

For the future, I hope that the pressure-sensitive industry will provide us with even more flexibility and even more innovations to help sell more beer.

Click on the names below to view the other interviews.

Visions on future labelling Steven de Cleen - PROUD DESIGN - Amsterdam

Visions on future labelling Dennis Dominguez - Peter Schmidt Group GmbH

Visions on future labelling Murtaza Teke - Design Republic - Brussels