Bex’s idea was to incorporate the look and feel inspired by the signage, murals, and artisan spirit of Austin into a mosaic-patterned chameleon, printed using vacuum-metallized ink for an almost holographic appearance. The metallized ink is a first for the cold-brew coffee category, as are the vibrant colors and sparkle of the labels. Notes Campbell, many cold-brew brands have a very dark look that appear more like beer or spirits.
“Whenever we see the entire new [Chameleon] set at retail, it literally sparkles on the shelf and is the only bottle you see,” adds. Chris Campbell.