Becks have brought out a limited edition range of bottle packaging for their bottled beer. Students from the Royal College of Arts have had their designs chosen to appear on the bottle instead of the usual labelling. Will Morris (Senior Brand Manager at Becks said it was to support up and coming artistic talent;"literally placing cutting-edge design into the hands of the public".Apparently this is not unusual for Becks, they have released many collections of limited edition bottles using artist such as Tracy Emin. I think this is a great idea...a challenge to the stereotype that art should be on walls, and a great conversation starter.
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