First we drew a black and white line drawing which was then filled in with different marks and lines, representing movement and texture.
In Photoshop the contrast and brightness were increased. Layers of textures were added - I chose a concrete texture and pebbledash. The layers were set to multiply, but others work too. Fonts were added and rasterised (Layer, Rasterize Type), and everything was aged with a brush (splattered shape), to tone everything down and chop bits out. A layer of creased black paper was added (use Multiply) and only the white creases show.
The pen tool was then used (I didn't have time to do this), to create the shape of the label and cut it out. Then path was converted to a selection.
Another option was to convert the image to greyscale, then monotone.
My other option which probably looks better on screen that if it were printed:
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