Today, the craft beer market is almost at saturation point, but in 2012, Mikkeller brought something new and unusual to the table. This break with tradition had to be reflected in the design.

Mikkel’s beers were brewed for a particular season — Pale Spring Ale, Summer Pilsner, Autumn Porter and Wild Winter Ale — so each label offers a subtle nod to the changing of the seasons and adds a sense of play and intrigue to the experience of drinking.

Each label features one of four seasonal symbols printed with thermosensitive inks. When the bottle is cold, the symbol represents the previous season, but as the bottle warms in the hand or is drained of liquid, the symbol changes to reflect the current time of year.