05 Sep 2023 Eurolabel presents OLTRE, the new label which is a candidate at the HP CYA Contest
A journey in the life of those who have managed to look beyond the horizons of their own time to give humanity a new future: this is OLTRE, the label which is a candidate at Challenge Your Agency, the HP contest which rewards the use of digital technologies allied with creativity.
The project developed by Eurolabel alongside the Durante Associati agency and Lorenzo Olivieri, student at the Mohole Academy in Milan, features a front label and a neck label to be applied to a bottle of wine which has a UV lamp incorporated in its cork.
OLTRE: Discovering Digital Label Printing Technologies
OLTRE is the result of bringing together numerous digital technologies which make each label unique, combined with a communication project designed to generate curiosity through the stories of nine visionaries and their brilliant ideas.
The Serial Number Identifies Each Individual Bottle
Thanks to variable data it is possible to customise the labels with unique text and numbers, QR codes and lots more besides!
On the OLTRE label, the variable data has been embellished by the use of Silver Ink – creating a metallic-effect serial number – combined with orange, silver, cyan and golden colours.
No Label Is the Same as Another
The use of HP Indigo Collage and Mosaic software made each label a unique piece, while maintaining the same graphical identity. Collage and Mosaic allow the definition of “fixed” graphical elements and “variable” ones on which the software applies new and surprising effects.
Collage – The eagle is accompanied by birds which are located in different positions on each label. The Collage software has had the variable element (birds) specified, of which it has made infinite random combinations, creating unique designs.
Mosaic – The Mosaic effect provides the most exciting version. Starting out with a single pattern, the Mosaic algorithm produced infinite variants. The labels feature different backgrounds reminiscent of different times of day (dawn, sunrise, dusk, sunset), making each bottle unique.
The Invisible Ink Reveals Hidden Elements
The Invisible Ink on the OLTRE label has been used to complete the George Bernard Shaw quote and to reveal the image of an aeroplane overlaid on that of the eagle.
The invisible ink incentivises the observer to unscrew the lamp cork and to discover the hidden message of OLTRE, thus eliminating the distance between the user and the bottle.
The Label Tells Its Story with an NFC tag and a Mini QR Code
The partnership with Tecno Tag, a company specialised in smart labels, led to the digitisation of the consumer experience. Through the NFC tag found between the bottle and the label, it is possible to discover all the technical and creative details of the OLTRE project conveniently from the user’s smartphone.
The very first Batman, the inventor of the touchscreen and the pocket edition, the creator of the pulp cinema beloved of Tarantino, the painter who “photoshopped” her portraits back in the 18th century: each mini QR CODE on the bottle neck tells more and less well-known stories, sometimes forgotten, of Italian visionaries who led to great changes.