Bria, a generative AI solution built for enterprise, and HP announce their collaboration with Eurostampa on their 8th Envelope project.
The Envelope project is an innovative initiative where creative design challenges are met through collaborations between leading brands, technology providers, and students from top universities to push the boundaries of label design by experimenting with new and existing technologies, materials, and printing. The students challenged Bria and HP to reimagine Nutella's iconic label through the lens of different art movements, including Cubism, Impressionism, Pop Art, and more with the goal of making each jar a unique artistic statement.
Eurostampa, renowned for its high-quality 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.
Its eighth iteration, Envelope 8, focused on harnessing AI to create unique Nutella labels, pushing the boundaries of personalization and artistic expression through technology.
As a pioneer in responsible generative visual AI, Bria distinguishes itself by using licensed content to train its models, ensuring responsible image generation with proper royalty attribution. Bria's platform excels in producing customized visual content while maintaining strict compliance with copyright and privacy regulations, making it an ideal solution for brands seeking personalized, scalable design solutions.
The integration of Bria's platform with HP SmartStream Designer's 'HP Spark' technology enabled the creation of 9,000 unique Nutella® labels. This achievement demonstrates AI's potential to transform the variable data printing industry. HP SmartStream Designer, a component of the PrintOS Creativity Power Pack, provides cutting-edge 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 seamlessly combining AI-generated designs with Eurostampa's HP Indigo digital presses, demonstrating the sophisticated integration 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," says Riccardo Sauvaigne, Marketing and Innovation Director, Eurostampa.