Eurostampa, Bria, and HP have joined forces on the Envelope 8 project to redesign Nutella®’s iconic label using generative AI (gen-AI) and advanced digital printing. This collaboration resulted in 9,000 unique labels inspired by art movements such as Cubism, Impressionism, and Pop Art, showcasing the potential of technology to enhance personalization and creativity in packaging.
The Envelope project, initiated by Eurostampa, challenges brands, technology providers, and university students to explore new approaches to label design. For its eighth iteration, Envelope 8 focused on integrating AI and digital printing to create a distinctive design experience. Eurostampa collaborated with students from the University of Gastronomic Sciences in Pollenzo, Italy, and the University of Cincinnati’s DAAP program, pushing the boundaries of innovation.
Bria, a visual generative AI platform, played a pivotal role in the project. Using licensed content for its AI model, Bria ensures copyright compliance and royalty attribution, offering a responsible approach to creating customized visual content. “This collaboration represents a significant leap forward in how brands utilize risk-free visual generative AI, combining creativity and predictability,” said Dr. Yair Adato, co-founder and CEO of Bria.
HP’s SmartStream Designer, powered by ‘HP Spark’ technology, enabled the creation of thousands of unique designs. This platform, part of HP’s PrintOS Creativity Power Pack, automates AI-driven design generation while maintaining quality in large-scale printing. “This proof of concept for Nutella® exemplifies the transformative potential of combining gen-AI, design expertise, and digital printing,” noted Joan Perez-Pericot, VP and Global Head of Software & Solutions at HP Industrial Print.
The project’s success highlights the synergy between AI-generated designs and Eurostampa’s HP Indigo digital presses. Riccardo Sauvaigne, Marketing and Innovation Director at Eurostampa, emphasized the importance of involving students in real-world projects to advance label design and meet evolving consumer expectations.
The Envelope 8 project underscores the potential of collaborative innovation in redefining packaging, creating unique consumer experiences while maintaining brand consistency.