Every summer, thousands of music fans flock to the Męskie Granie festival tour in Poland. Initiated 15 years ago by the Żywiec brand, the event tours several major cities, starting in the brewery’s hometown.
Męskie Granie brings together leading artists and emerging talents of the Polish music scene. Collaboration between artists and genres is what matters. Each year, an ‘orchestra’ of top performers creates a new anthem that inevitably becomes a national hit.
This year, Żywiec beer will be featured in a special collection of cans with images of musical artists associated with the festival, created by a well-known contemporary artist, Andrzej Pagowski, celebrated for his unique graphic style.
As Ewa Stefanowicz, brand manager of Żywiec, explained, “The Żywiec brand has been a patron of Polish culture for years. We collaborate not only with musicians, but also with visual arts designers.”
“On this special anniversary of Męskie Granie, we are happy that we were able to invite Andrzej Pągowski to work with us. His designs fit perfectly with the culture-forming role of the Żywiec brand. This will bring us even closer to consumers, not only at the festival, but also on the shelf in stores across the country.”
The project involved a three-way cooperation between Canpack, Żywiec and the Artegence Agency, author of the concept. The cans were produced by Canpack using the company’s Quadromix technology, which allows four different designs to be printed in a single production run.
Michał Schilbach, global marketing manager at Canpack, added: “Close collaboration was key to this project. By getting involved at the initial concept stage, we were able to support the creative process from the print technology side, as well as leverage our advanced proofing capabilities, ensuring top-notch execution. The result is a unique collection of cans that tell the brand’s story with real creative impact.”
