You may have already seen the news—our label for Hackney Church Brewery’s Noah Knows Best won Excellence in Hybrid at the 2025 Digital Labels & Packaging Awards. Now we’re sharing the process behind this creative and technically impressive piece of work.

A Creative Brief with a Twist

Hackney Church Brewery approached us with a fun and bold concept. They didn’t just want a label that looked good on the shelf—they wanted something interactive. A label that told a story and added to the character of the beer.

The label is split into two scenes. On the surface, you see Noah’s Ark fighting through a stormy sea, setting a dramatic tone. But hidden beneath a small peel-back door is a second illustration—a warm and detailed gathering of animals inside the ark.

This simple moment of interaction gives the label real shelf appeal. It captures the imagination and invites customers to look twice. It’s not just a label—it’s part of the product experience.

Our challenge was to combine strong visual design with clever print techniques. The result needed to be eye-catching, creative, and technically spot on.

Building the Layers

To make this interactive design work, we used two webs of polypropylene (PP).

We began by printing a white PP base layer on our Domino N610i. Then on the Edale FL3, we applied a release varnish that allows the top layer to lift away cleanly. Over this, we laminated a second web of clear PP.

That clear layer went back through the Domino to print a mirror image of the door on the reverse. It then returned to the Edale for a primer, preparing the surface for a final round of digital print—the visible ark design on top.

To add even more impact, we ran the label through our ABG Digilite to apply a heavy textured varnish, giving the surface a tactile finish that enhances the stormy sea illustration and adds depth to the design.

Finally, we used a dual-height cutter to create a precise internal cut. This meant only the top layer could peel back, revealing the print beneath without damaging the rest of the label.

Recognised for Excellence with Hybrid Printing

This label is a great example of what can be achieved when creativity and technical skill come together. It blends storytelling, innovation and precision—delivering a final result that’s engaging, original and commercially effective.

We’re proud to have worked with Hackney Church Brewery on such a standout project, and even more proud to see it recognised with an award for Excellence in Hybrid at this year’s Digital Labels & Packaging Awards.

Looking to Bring Your Bold Idea to Life?

Whether you’re after something bold, interactive or technically complex, our team is here to help you bring it to life.
Get in touch today and let’s create something that stands out.