Bria, a leader in visual generative AI solutions for enterprises, has partnered with HP, the renowned global technology leader and pioneer of digital printing. Together, they proudly collaborate with Eurostampa on the innovative 8th Envelope project. This initiative encourages creative design challenges through collaborations among major brands, technology providers, and students from prestigious universities. The objective is to redefine label design by exploring new and existing technologies, materials, and printing methods. Students have tasked Bria and HP with reimagining Nutella®‘s iconic label through various art movements, such as Cubism, Impressionism, and Pop Art, ultimately aiming to create unique artistic statements for each jar.
Eurostampa is celebrated for its premium labels in sectors such as wine, spirits, chocolate, and cosmetics packaging. For several years, the company has partnered with students from the University of Gastronomic Sciences of Pollenzo in Italy and the DAAP (Design, Architecture, Art, and Planning) Program at the University of Cincinnati in Ohio. The Envelope 8 project emphasizes the use of AI to design distinctive Nutella® labels, thereby advancing personalization and artistic expression through cutting-edge technology.
Bria stands out as a pioneer in responsible generative visual AI, as it utilizes licensed content for model training. This ensures responsible image generation with appropriate royalty attribution. Bria’s platform excels in producing customized visual content, adhering strictly to copyright and privacy regulations, making it the go-to solution for brands aiming for personalized and scalable design solutions, particularly in the food and drink packaging sector.
The synergy between Bria’s platform and HP SmartStream Designer’s ‘HP Spark’ technology has enabled the creation of 9,000 unique Nutella® labels. This remarkable feat illustrates AI’s transformative impact on the variable data printing industry. HP SmartStream Designer, part of the PrintOS Creativity Power Pack, delivers advanced capabilities for variable data printing. The software empowers designers to craft unlimited variations in packaging designs and employ ‘HP Spark’ for automated AI-driven design generation while ensuring consistent quality in large-scale personalized printing runs.
The Envelope 8 project exemplifies these capabilities by seamlessly integrating AI-generated designs with Eurostampa’s HP Indigo digital presses, showcasing the sophisticated blend of creative AI and advanced printing technology.
“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 Dr. 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, VP & Global Head of Software & 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,” stated Riccardo Sauvaigne, Marketing and Innovation Director at Eurostampa.
For more information, visit www.eurostampa.com
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