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This is a neat effect and it's two simple tricks:
#1 The entire shot is only 3 seconds, so your imagination fills in the rest.
#2 At about two seconds the label jumps slightly. Tracking forwards from there, I beleive the logo is made up of stills when it is flat to the camera. In other words, the artist has sliced up the remaining motion to recreate the logo. Then as it moves frame by frame each slice is removed to show the whole bottom. It's possible this was done with the time displacement effect and a gradient instead of slicing.