Augmented reality beer labels in development

Creative design agency Freytag Anderson is partnering with 3D visualisation specialist Render Studio to develop technology that will enable users to view animated can designs in real-time using a mobile application.

The Glasgow based agency has created cans for local independent brewer Up Front, using Moby Dick-inspired illustrations by artist Stanley Donwood. The black and white linocut images have a distinctive nautical theme and reflect Up Front brewer Jake Griffin’s passion for design.

So far, Freytag Anderson has produced three designs for the brewery’s core range: Ishmael (American IPA), Yojo (Gose) and Ahab (American Stout), and plans to collaborate on future special ranges.

It is now working to animate the cans and create an augmented reality experience that can be viewed through an app.

Creative director at Freytag Anderson, Greig Anderson, said: “We decided to animate the cans as the artwork created by artist Stanley Donwood naturally had a strong sense of movement to it and a story to tell. We animated the flat artwork internally to create looping animations and then worked with our partners at Render Studio to create a series of 3D visualisations in which the packaging literally comes to life on can.

“The idea extended then to turning the concept into a reality and we are working with developers at the moment to establish a way to make the cans work using AR (augmented reality) allowing consumers to see the cans come to life in real time and provide an immerse animated experience through the use of their mobile device”.

Anderson added that due to lack of prior work in the field, the product “will take a little time”.

“We think that the animated / AR opportunities for drinks brands are endless and we are only just catching the surface of how it could work to better help drinks brand further tell their stories of history, process and provenance. We are keen to explore this further with progressive drinks brands and business owners,” he added.

Freytag Anderson was also recently involved in re-branding Perthshire-based Inveralmond’s craft beer range, helping the Innis & Gunn-owned brewer to promote its Scottish identity.