Nutella® labels reimagined through AI and digital printing technology

Nutella®’s iconic label has been given an artistic makeover as part of Eurostampa’s Envelope 8 project, an initiative that explores the intersection of design, technology, and innovation. This latest project brought together students from leading universities, visual generative AI specialist Bria, and technology provider HP to create 9,000 unique Nutella® labels inspired by various art movements.

The Envelope project is Eurostampa’s long-running collaborative platform, where creative challenges are tackled through partnerships between brands, technology providers, and design students. For Envelope 8, students from the University of Gastronomic Sciences of Pollenzo, Italy, and the DAAP programme at the University of Cincinnati, Ohio, worked with Bria and HP to reinterpret Nutella®’s label through the styles of artistic movements such as Cubism, Impressionism, and Pop Art. The result was a series of designs that turned each jar into a distinct artistic statement.

Bria’s generative AI platform, which uses licensed content to ensure responsible and ethical image generation, played a key role in developing the labels. Known for its ability to produce custom visual content while adhering to copyright and privacy standards, Bria’s technology enabled the creation of unique, scalable designs suitable for variable data printing.

HP’s SmartStream Designer and its 'HP Spark' technology were instrumental in translating Bria’s AI-generated artwork into print-ready designs. The software, part of the HP PrintOS Creativity Power Pack, allows for the creation of countless variations of packaging designs, automating the process while maintaining high-quality standards across large-scale personalised printing projects.

Dr. Yair Adato, co-founder and CEO of Bria, said: 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. 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.

The Envelope 8 project highlighted the synergy between creative AI and digital printing technology. Using HP Indigo digital presses, Eurostampa produced the labels, demonstrating how advanced printing methods can bring complex, personalised designs to life.

Riccardo Sauvaigne, Marketing and Innovation Director, Eurostampa, said: 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.

This collaboration underscores the potential of AI and digital printing to push the boundaries of packaging design, combining art, technology, and personalisation to reimagine iconic brand elements.