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Label 5 uses AI to create designs for limited-edition launch

Label 5 blended Scotch whisky has launched a limited-edition design of its classic black blend. Named Label 5 City Lights Edition, the new-look packaging was created using AI to take random snapshots of a colourful, computer-generated cityscape at night.

As a result, each bottle released has its own unique label, randomly selected by an algorithm to ensure no two bottles have the same design. 

This City Lights edition comes with a digital platform LABEL5-findyourlabel designed to enhance the customer experience.

As part of the activationl, Label 5 partnered with the Yardworks Festival last May. The festival took in 5,300 visitors over the two days and Label 5 were in attendance to communicate its brand values.

UK marketing manager James Collins commented on the design: “Label 5 City Lights Edition is designed to be as unique and creative as the customers who enjoy our whisky. This globally renowned blended Scotch is known for its modern and urban take on whisky, and this new limited edition showcases this to spectacular effect. With the ability to pick from an endless sequence of designs generated by our algorithm, we hope drinkers enjoy their own unique and very special slice of Label 5 history.”

Label 5 City Lights is available exclusively in Morrisons stores throughout the UK. Customers who purchase a bottle will be invited to find their label design amongst the skyline here.

4 October 2023 - Bradley Weir