Concepts

The first concept is that the character on the label is in control of the bottle instead of the bottle itself. He can put his hand through the label to push it out to the real world.

The second concept is the bottle itself morphs to form the face of the character. He can bend and alter his form to get around and interact with his environment.

The last concept uses the shapes on the label to form the face of the character. He moves in the same way as the second concept.

I have decided to go with the second one as it can work with my storyline better than the others and has a 3D form to its face.