Rolling Label Beer Packaging Design

Danwei Ye

My design was inspired by Vignelli’s beer bottles and packaging design for Suntory beer company. This new design deploys an expandable rolling label (see wood model). On the label is a brief history of the Suntory company or the process of beer production.

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Suntory Holdings Limited (サントリーホールディングス株式会社 Santori Horudingusu Kabushiki-Gaisha) is a Japanese brewing and distilling company group. Established in 1899, it is one of the oldest companies in the distribution of alcoholic beverages in Japan. Its business has expanded to other fields, and the company now offers everything from soft drinks (Pepsi) to sandwiches (Subway) and coffee (Starbucks) chains. Suntory is headquartered in Dojimahama 2- chome, Kita-ku, Osaka, Osaka prefecture. On July 14, 2009, Kirin announced that it was negotiating with Suntory on a merger.

Suntory operates two museums, the Suntory Museum of Art in Tokyo and the Suntory Museum Tempozan in Osaka, in addition to a number of cultural and social programs across Japan. In the Suntory Museum of Art, there are a lot of package design to check in the museum through out Suntory’s history.


Since Suntory was founded in 1899, it have a long history to tell, I plan to tell a story on the beer bottle label. However, regular labels are too small to tell a story. Inspired by tape, I designed a rolling label for beer bottle based on the Archive.

Additionally, people may interested in the process of manufacturing beers, so I made another version about how the beer come to life.

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Starting with the label design, I made several layouts include different color and element such as barcode. And I attached them onto beer bottle to figure out which one is the best. Then, I made some bottle model in different shapes which can attach the rolling label perfectly.

After that, I made wood bottles through lathe, and made some layouts of my long rolling label via Photoshop. Finally, I attach all the label I designed and choose the best four to be the exhibition pieces.

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