If you want a look that grabs attention, one trick never gets old: appeal to the inner magpie. While we’re seeing (and loving) a lot of gold foil on alcohol bottles lately, Smith Lumen’s stellar work for Touch of Milano Gin speaks to the immediately memorable power of a good holographic effect.

While this limited edition bottle looks fairly understated at first glance, it’s hiding a secret label beneath the first, revealing a brilliant silvery exterior that shines like a rainbow when the light hits it just right.