Ladyhawke and Hard-Fi team up with Beck's beer

Pop artists Ladyhawke and Hard-Fi are creating their own bespoke labels for Beck's as part of its "music inspired art" initiative.

More than 16m bottles of Beck's will be rolled out across the on and off trades with the limited edition labels.

Ladyhawke, aka Pip Brown said: "Music and art are both inspirations to me, so to be involved in the Beck's art labels activity is a fantastic opportunity for a different creative expression.

Richard Archer, lead vocalist for Hard-Fi, added "We've always seen art and our re-interpretations of everyday images as a way of giving added depth to our music. Working with Beck's has given us the opportunity to connect with our fans in a different way and we're looking forward to how they'll react to our designs."

Ken Valledy, brand director for Beck's at InBev UK, said: "The new limited edition bottle labels will also have significant benefits for retailers because the highly visual designs will appeal to consumers and attract interest in the brand, thereby driving repeat purchase."