Lager lout: Beer label moves on to canvas

Sydney – Lager is being turned into art. Japanese beer brand Asahi has invited a number of artists to reinterpret the aesthetic of its famous silver and black Super Dry label as part of the Karakuchi Project.

Using a mixture of art, photography, fashion and design, the project aims to communicate the traditional values associated with the beer. The resulting designs, from artists such as Natas Kaupas from the US and Dylan Martorell from Scotland, will be displayed at a mini-exhibition to be shown at the 1000 £ Bend gallery in Melbourne and at the Ambush Gallery in Sydney.

Adding a touch of art, Asahi is looking to catch the attention of today’s progressing beer market.