Award-Winning Interactive Label for Noah Knows Best

Labelnet’s label for Hackney Church Brewery’s Noah Knows Best won Excellence in Hybrid at the 2025 Digital Labels & Packaging Awards. The judges said, "The initial impact of the label is excellent and eye-catching. This is further enhanced by the inner label peel-off door to reveal the underneath print. The added detail of the double-sided door peel completes the ensemble. An impressive hybrid print winner." The project demonstrated how creativity and technical precision can come together to create a truly engaging product experience.
Hackney Church Brewery wanted more than a label that simply looked good on the shelf. They wanted something interactive that told a story and reflected the character of the beer. The label features two scenes. On the surface, Noah’s Ark battles a stormy sea, while a hidden illustration of animals inside is revealed by a small peel-back door. This clever interaction draws the eye and invites closer inspection.

To bring the design to life, Labelnet used multiple layers and techniques. A white polypropylene base was printed on the Domino N610i. A release varnish was then applied on the Edale FL3 to allow the top layer to peel back cleanly. A second clear polypropylene layer was laminated and printed with a mirror image of the door. The surface was primed and digitally printed with the visible ark design. Labelnet added a textured varnish on the ABG Digilite to give the stormy sea illustration depth and tactile impact. A dual-height cutter created a precise internal cut so that only the top layer peeled back, revealing the scene beneath.

The result blended storytelling, technical skill and visual impact. The label was both creative and commercially effective. Labelnet were proud to collaborate with Hackney Church Brewery on such a standout design.