Upper left: Ballantine’s new electroluminescent label for blended scotch whisky; on right: TyKu’ssake bottle with LED light source; lower left: J&B’s “Mix Light” bottle.
Ballantine’s new “Listen to Your Beat” campaign includes an electroluminescent label with graphic equalizer display. Designed by London-based “The Core,” this label is more evidence of a trend towards animated, self-illuminating liquor labels. Similar to these battery-powered T-shirts, audio references seem to occur frequently in youth-oriented liquor packaging. (The J&B bottle above is another example.)
Battery powered, self-illuminating containers we’ve seen before—(See: NXT on the dielineand this article on Electroluminescent Technology from Packaging Digest)—but it seems to be gaining a particular foothold in the category of liquor packaging.
(A closeup picture of the Ballantine’s bottle and several videos of electroluminescent labels in action, after the fold…)
Two things: if this trend continues, package designers will have to start thinking like animators—(which part should light up first?)—and the shelves of a package store store near you may start to resemble the Las Vegas Strip.
