Coors is bringing back that tradition with Colorado Native Lager. A new beer, sold initially only in Colorado, that is brewed with 99.9% Colorado-grown ingredients, bottled in Colorado glass, and with some interesting Colorado social networking technology printed on the package.
The package, designed by the Colorado firm The Tenfold Collective, is also a bit of a throwback to a simpler era. It shows clear influences of design work created by artists in the WPA Federal Artists Project of the 1930s, as discussed in an earlier post. The design is successfully reminiscent of a time when the heritage of people and products was much more traditionally rooted in a very specific time or place.
While the graphics may speak to an earlier time, the package incorporates technology, from the Colorado company SpyderLynk, that is absolutely current. Used for the first time on a package, it introduces almost instant communication with drinkers through their smartphones. And provides a link to all of the social networking opportunities that this connection allows.
Unlike traditional 3D barcodes (if technology that is barely a couple years old can be called traditional), these new SnapTags are an interesting leap in barcode technology, because a marketer can use their own logo as the code instead of an ugly blotch of black ink.
This technology has two big advantages. First, marketers would prefer it because it allows them “to make their brand logo a portal to mobile interactivity from any placement on any marketing material”. And second, designers would strongly prefer this because the code can become an integral part of the design.