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Bria, HP and Eurostampa collaborate on Nutella label design challenge

17 December 2024

Bria, a visual generative AI platform, and HP, a global digital printing company, collaborated with Eurostampa on their eighth Envelope project.

The Envelope project is an initiative where brands, technology providers and university students collaborate on creative design challenges while experimenting with technologies, materials and printing. The students challenged Bria and HP to reimagine Nutella's label through the lens of different art movements, including Cubism, Impressionism and Pop Art, with the goal of making each jar a unique artistic statement.

Eurostampa, which makes labels for wine, sparkling wine, spirits, chocolate, food and cosmetics packaging, has been collaborating for several years with students from the University of Gastronomic Sciences of Pollenzo, Italy, and the DAAP (Design, Architecture, Art, and Planning) Program of the University of Cincinnati, Ohio. The eighth iteration of this initiative, Envelope 8, focused on harnessing AI to create Nutella labels.

Bria uses licensed content to train its models, ensuring responsible image generation with proper royalty attribution. Bria's platform creates customized visual content while complying with copyright and privacy regulations.

Integrating Bria’s platform into HP SmartStream Designer's 'HP Spark' technology enabled the creation of 9,000 unique Nutella labels. This demonstrates AI's potential to transform the variable data printing industry. HP SmartStream Designer, a component of the PrintOS Creativity Power Pack, provides capabilities for variable data printing. The software enables designers to create unlimited variations of packaging designs and utilize 'HP Spark' for automated, AI-driven design generation, all while maintaining consistent quality across large-scale personalized printing runs.

The Envelope 8 project showcased these capabilities by combining AI-generated designs with Eurostampa's HP Indigo digital presses.

'This collaboration represents a significant leap forward in the way leading brands can effectively utilize risk-free visual generative AI while simultaneously prioritizing creativity and personalization by ensuring predictability and controllability of the outcome,' said Yair Adato, co-founder and CEO of Bria. 'By successfully merging visual gen AI applications with industrial printing capabilities, the project sets a new standard for both customized product packaging and the commercial use of visual gen AI as a whole.'

'This proof of concept for Nutella exemplifies the transformative potential of combining gen AI, design expertise and digital printing technology,' said Joan Perez-Pericot, vice president and global head of software and solutions at HP Industrial Print. 'The project demonstrates how collaborative innovation can revolutionize personalized packaging, creating unique consumer experiences while maintaining brand consistency.'

'At Eurostampa, we are committed to fostering innovation and creativity through our partnerships. By involving students in real-world projects, we are advancing label design and providing valuable educational opportunities to ensure that our labels meet the expectations of Generation Z consumers,' said Riccardo Sauvaigne, marketing and innovation director at Eurostampa.

Source: Labels & Labelling