Design Driven by Algorithms
Nutella, the delicious hazelnut coca spread company, has recently taken pretty progressive steps when it comes to the branding and packaging of their jars. Generally, companies try to stick to specific colors, shapes and styles to allow customers to easily remember and identify their products when out shopping. Nutella, however has shown that its letters themselves could potentially stand out on their own, this was made viral by the designers at Antrepo when they did a study on several corporate logos. What made the the study truly stand out was how well many of these companies logos did on their own. It made every logo feel more potent, Nutella’s logo doubly so.
With this information in hand, Nutella paired up with the advertising agency Ogilvy & Mather Italia to truly show how far just their lettermark could take them. The solution they came up with was to create dozens of patterns filled with thousands of color combinations. The big step comes with how these assets interact with each other, as the assets where combined together by an algorithm that Ogilvy & Mather Italia provided. This created a run of 7 million labels.
In the case of Nutella, this “collectable” labelling works perfectly with previous advertisements, giving an individualized approach to their packaging. With that in mind, this style of design is not the best fit for every company or product, but I am sure that other companies will also try this approach in the near future.
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