Box Vox

packaging as content

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December 29, 2011

Camouflage Pattern Beverage Branding

CamouflageBeerCansOn left: Camouflage pattern Miller beer can (from: The Sparkler); on right: Busch beer’s autumnal camouflage (from: 2CoolFishing message board)

Originally developed as a functional pattern (as opposed to a decorative pattern) camouflage might seem an odd choice for product packaging since the pattern is meant to conceal.

Usually product packages are designed to attract attention so it’s striking when a package is designed to disappear into the background. Of course, the environment of store shelves is quite different from outdoor environments. So what blends into the background in the desert sands might actually be quite conspicuous at the grocery store. And vice versa.

Probably the point of using camo in this context has more to do with masculine connotations of hunting and military service than in concealment.

Miller Brewing had this to says about it’s limited edition camouflage packaging:

“Miller High Life is again honoring its century-old connection with the outdoors by introducing limited-edition, camouflaged packaging and cans of Miller High Life and Miller High Life Light.”

MillerCamoPhoto, above right, from Wishful Slacker

CamoBeverageCans2009 Vault Citrus camouflage can from ebid; photo on right from Eating in Translation

It should also be noted that there are products available for camouflaging beer cans…

Hide-a-can

(One more thing about camouflage beverage branding…)


Liu-bolin

Liu Bolin’s preparation for his “Hiding in the City No. 93 — Supermarket No. 2” photograph (below) shows that the patterns needed to effectively blend into the background of a store shelf environment are a different kind of camouflage.

Liu_Bolin_HITC_No.93_Supermarket_No.2_photograph_118x150cm_2010_xl-600x475

Randy Ludacer
Beach Packaging Design

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