CBB // Why create double-layer labels rather than simply doing more complex die-cuts that achieve the same look?
BM // I’m not sure that single-layer die-cuts (with all their built-in limitations) could get close to the 3-D sculpture and texture of the process we have developed. The exciting part of the whole process is that we are able to achieve layers of art, color, and texture on every inch of the can surface. Sure, we could simulate the same look on a wrap or full can printing, but I don’t think the effect would be as compelling to both the producer (Brouwerij West) or our customers. We love all the new art that is being developed in the can world; it’s an exciting change from decades past.
We started working with all our favorite artists such as Nychos, Muretz, Tristan Eaton, Joshua Davis, Matt Mills, and while we felt that the art alone was amazing as a single layer, we really wanted to have a more complete collaboration between Brouwerij West and the artist. By going to double layer and separate label pieces, we are making a new piece of art, almost as if we are sculpting a new canvas on which the art comes to life—artist and brewery both clearly visible.