Case Study: Why Bulletproof Cans Give James Harvey at Yulli’s “A Lot More Confidence”
By JP Purcell – https://www.linkedin.com/in/jp-purcell/
When East Coast Canning + Printing (ECCP) set out to solve one of the biggest limitations in digital can printing—durability—we had people like James Harvey in mind. As Head Brewer at Yulli’s Brews in Sydney, James knows the importance of a can that not only looks great on the shelf but survives the real-world rigors of distribution, retail and consumer use.
The Problem: Print Damage and Inconsistency
Before the launch of BulletProof, digital can printing came with trade-offs. Designs could scratch or flake when exposed to ice, movement, or tunnel pasteurization. Matte finishes, in particular, were avoided due to their vulnerability.
“We put a lot of time and effort into our can design, and it’s comforting to know the integrity of the print and the can itself will be what you intended—from canning through to the customer—without chipping or scratching.”
— James Harvey, Head Brewer, Yulli’s Brews
The Breakthrough: BulletProof Durability
In June 2025, ECCP launched BulletProof, the world’s most durable digitally printed can. Designed to handle the harshest conditions—ice buckets, transport friction, and tunnel pasteurisation—BulletProof cans now combine premium aesthetics with physical toughness.
“Visible pain points like peeling, scratching or even inconsistencies between batches are now removed with BulletProof cans. We have a lot more confidence putting new beers and now our first RTD to market knowing they’ll arrive looking as good as when we packed them.”
— James Harvey
With tactile matte and spot gloss finishes, improved resistance to wear, and recyclability baked in, BulletProof cans give Yulli’s the freedom to innovate without compromise.
The Impact: Confidence to Launch New Products
Yulli’s recently released its Urban Classic Cactus Ranch Water in a white-and-green BulletProof matte can. The new packaging not only elevated the look and feel of the product, but removed many of the uncertainties the brand had previously faced.
“Being able to access small runs of digitally printed cans has been a game-changer for our business as we’ve grown. The steps East Coast has made in innovating packaging and printing has allowed us to bring a more premium product to market.”
— James Harvey
Why It Matters for Other Brands
– Durability: Scratch-resistant and pasteurisation-ready.
– Premium Aesthetics: Matte, gloss, metallic and tactile options.
– Flexibility: MOQ starts at just one layer per artwork.
– Sustainability: Fully recyclable cans with no plastic labels.
If you’ve hesitated to use digitally printed cans because of durability or design constraints, it’s time to reconsider. With BulletProof, your can will look as good in the esky as it did on the production line.
375ml Classic cans are available now. Sleek and other Classic formats will roll out throughout 2025.
Explore the future of beverage packaging with East Coast Canning + Printing.
