UK – Rexam recently helped Coca-Cola’s energy drink brand Relentless redesign its entire beverage can range using a special photo-like printing technique to create an explosive intricate new look.
The newly designed cans were produced at Rexam’s Milton Keynes plant in Buckinghamshire, UK, and use Illustration Impact, a photo-like printing technique developed by Rexam. With such intricate designs on the can, this technique provides the detail and definition needed to truly appreciate the branding and make the can really stand out by drawing the consumer in for a closer look.
The new design of 50cl family of cans, including the new Relentless Libertus Sugar Free drink, is evocative of the Relentless ‘No Half Measures’ tagline, with the cans making a massive impact on the shelf, no matter where they are.
The cans are now available in most retail outlets and will be supported by a significant advertising campaign later in the year.
“Relentless has always pushed the boundaries of design in the energy drink sector so we wanted to refresh our approach to keep our appearance pioneering and innovative,” explained Sam Grant, Senior Brand Manager for Relentless. “We love how the new designs have come out on the cans, it represents our brand fantastically, and it has been great working with Rexam to achieve this.”
Gary Aslam, European Customer Services & Regional Sales Director at Rexam Beverage Can, commented on the success of the new can designs; “We worked closely with the Relentless designers for many months to see how far we could push the designs. We enjoyed the challenge and are pleased with the results. It is great to see the cans now on the shelves.”