I love this idea. Almost as much as I love eating the stuff.
When Fererro wanted to celebrate Nutella’s uniqueness, they worked with Ogilvy & Mather Italia to create some stand-out packaging.
Did they opt for a few limited edition labels?
They went for seven million of them.
Each one completely unique.
And all made possible by an algorithm.
To deliver Nutella’s one-of-a-kind packaging, the machine software drew from a database of thousands of colours and patterns – spotty, stripy, zig-zaggy, splotchy and beyond.
Not only did the resulting jars look brilliant – they also sold out within a month.
Of course, there were paranoid headlines: “Graphic designers beware! Nutella used a bot to design its packaging” said Lost at E Minor.
And “An algorithm has usurped the traditional role of a designer” claimed Dezeen.
But for me, this is a great example of a human idea made possible by machines.
Designers created patterns and chose colours that worked with the brand.
The algorithm served up millions of completely unique labels. A feat no design team could possibly have done on time, or on budget.
Together, they helped shift seven million jars of Nutella in a month.
What a team!