Music artists to design Beck's labels

03 August, 2009

Rock and pop acts are to create their own limited edition labels for bottles of Beck's.

Labels designed by Ladyhawke and Hard-Fi will appear on 16 million 27.5cl bottles of the Inbev UK lager brand in on and off-trade retailers.

The designs are the first to be sourced from the music world following previous Beck's collaborations with visual artists including Damien Hirst, Tracey Emin and Gilbert & George.

The Music Inspired Art labels will also appear on secondary Beck's packaging and in outdoor advertising in London and Manchester in September and October.

Brand director Ken Valledy said the labels would "appeal to consumers and attract interest in the brand, driving repeat purchase".

Ladyhawke and Hard-Fi were chosen because of the visual appeal of their album artwork.

Hard-Fi vocalist Richard Archer said: "We've always seen art and our reinterpretations of everyday images as a way of giving added depth to our music.

"Working with Beck's has given us the opportunity to connect with our fans in a different way and we're looking forward to how they react to our designs."

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