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Nutella Used An Algorithm To Design 7 Million Unique Labels (inc.com)
An anonymous reader quotes Inc.
Millions of Italians can now say they own a one-of-a-kind Nutella jar. In February, 7 million jars appeared on shelves in Italy, all of them boasting a unique label design... "An algorithm has usurped the traditional role of a designer," writes design magazine Dezeen. There are jars with polka dots. Jars with zigzags. Jars with splotchy shapes. All sorts of other patterns, too... All 7 million jars sold out within a month... Due to the sell-out success of these jars, Nutella is reportedly launching the same campaign soon in other European countries, starting with France.
The article includes a video showing some of the labels. The algorithm always kept the original logo, but then "pulled from dozens of patterns and thousands of color combination."
The article includes a video showing some of the labels. The algorithm always kept the original logo, but then "pulled from dozens of patterns and thousands of color combination."
They had a computer randomly segment a piece of paper, plug in a random sampling of patterns, and then wrap the paper around a jar. Not exactly "replacing a designer team" (then again it is Italy).
I think more credit is due to the Marketing team that realized this could sell jars. Job well done.