In 1991, a farm boy from rural Imogene, IA, USA, found himself fascinated by the endless combinations and possibilities of Iowa’s bountiful grain crops. That teenaged Iowan was John Martin, and that year he and a high school buddy tried to make a drinkable raisin almond beer – and failed. However, that attempt sparked a passion in Martin that would forever alter the trajectory of his professional life. His fascination with beer grew over the years, and he began researching ways to make truly drinkable brews. J

Years of experimentation went by and in 2012, Martin made the leap, left his career in construction management behind, and with many hours of hard labor, created Confluence Brewing Company, a full time production brewery.

In those days, the craft beer movement was still a relatively new phenomenon in Iowa, and word spread pretty quickly about the quality beer being produced by the new kid. Today, Confluence has over 30 beers on tap and sells curbside and in cans and growlers – including light, hoppy, sour, malty, dark and barrel-aged offerings as well as cider, kombucha and non-alcoholic brews.

Today, Confluence beer is distributed to over 110 locations throughout Iowa.

Many of Confluence’s craft brews have limited distribution and a short turnaround between being brewed, canned, labeled and put on a shelf.  An example is “The Wizard” Gose Style Sour Ale. Gose is a tart, refreshing brew that originated around 1000 AD in Goslar, located in present-day Germany. 

According to Martin, president, co-founder and head brewer, “We honored that natural sort of magic by culturing lactobacillus organically from our grain to quickly sour a whole batch of beer. The resulting brew retains the magic of the original, with a citrus-like tartness and minerality that awakens and refreshes your palate with each sip.”

With this background, Confluence needed a label that would instantly portray the images of “conjuring and magic.”

Martin turned to fellow Iowan Tom Baran, CEO and co-founder of Fathom Optics for help.  Fathom Optics has introduced a software platform based on light field technology originally developed for digital 3D displays.  Their patented technology brings printed 3D and motion graphics to packaging without requiring specialty inks or substrates and without the need for additional materials, such as lenticulars or foils.

Fathom’s algorithmic technology leverages existing press innovations to add depth, motion and chromatic effects to a wide range of print applications, including prime labels, shrink sleeves and product authentication. 

Confluence and Des Moines’ 818 Design – the original label designers – worked with Fathom Optics to enhance the design’s most characteristic features: the wizard, staff and orb. The night sky provided a natural basis for a moving effect. When the consumer turns the can from left to right, the background motion graphics move as well.

Fathom then collaborated with Grace Label Inc in Des Moines, providing them with the tools needed to take the PDF design and produce the 1-bit plate files that would create the Fathom motion effects when they ran the job on a flexo press. The software platform fits into standard design and prepress workflows so that converters like Grace Label are able to continue to use the color management and screening that they’re accustomed to, as Fathom effects integrate independently at the 1-bit level into existing plate files, after screening and distortion. Ready-made production recipes are provided for most labels, tags, and sleeves for flexo and offset.

Initial setup was straightforward too. Fathom provided a special 1-bit fingerprint pattern from which Grace Imaging could make plates.  Once these were run on press, Fathom performed a mathematical characterization of the equipment, to optimize Fathom effects to work at the high speeds and under the existing registration tolerances required for the application.

Confluence was thrilled with the ultimate multi-depth aspect of the design, as well as the movement, the company says. Josh Maxson, Confluence production manager, describes the effect in action: “The design seems to be on three different levels with our wizard design in the middle, and a Northern Lights effect in the background. At the top of the Wizard’s staff, we have an orb which now seems to come out from the front of the label and rotate.”