Packaging / Advertising & Office

US label converter Turner Labels has teamed up with local Mirror Twin Brewery to design a black light label with hidden images and humorous secret messages to create additional customer engagement and entertainment level.

Founded in 2016, the brewery serves customers from both sides of life: true beer lovers and experimental explorers interested in just about anything. This diversification requires breweries to take an innovative approach, utilizing a variety of hop syrups and variants to bring a product unlike any other.

Using an HP Indigo 6900 digital press and developed in partnership with Twin Mirror Brewing Company, Turner Labels leverages the label format of craft beer cans to enhance customer experience and product presentation.

Paige Tiller, artistic director of Turner Labels, worked with the brewery's artists to design a black light label that not only contained hidden images but added humorous secret messages to entertain customers. Every beer a consumer buys has a tiny black image on it, allowing consumers to explore the label and share.

The company received samples of HP Indigo's UV e-ink in the second quarter of 2022, and the art team is promoting it to partners who will be doing product launches. After testing, this unique UV ink was confirmed for the label design of new craft beers to enhance the user experience at Lexington Craft Brew Week.