I think that in this label design we are creating a brand with original communication.
The stylistics of the design corresponds to the brand name and together they "tell" the story to consumers. We see part of the story on the label. What happened before and what will happen after this moment, each consumer can come up with for himself (almost like the story from the works of the writer Jack London))).
This establishes a connection and attracts attention.
A real strong drink.