How do you innovate with one of the world's most recognizable labels—Nutella's iconic design—without losing its magic? Ferrero, the Italian confectionery giant behind the $13B+Nutella empire, wanted to re-engage consumers (especially Gen Z) by making packaging more dynamic and personal. Traditional personalization was costly and limited. Mass customization? Nearly impossible—until now.

Enter the "Envelope" project: Eurostampa (premium label manufacturer), Bria (enterprise visual generative AI), and HP (industrial printing) teamed up to reimagine Nutella's label through the lens of major art movements. University students guided Bria's AI to reinterpret the label in styles like Cubism, Impressionism, and Pop Art. The result: 9,000 unique, on-brand works of art—each jar a collectible.

• Bria's AI platform: Trained exclusively on licensed content, ensuring copyright-safe, commercially viable designs.
• HP SmartStream Designer: Automated the creation of unlimited design variations for digital printing, powered by "HP Spark" technology.
• Eurostampa's HP Indigo presses: Delivered industrial-scale, high-quality printing for every unique label.

• Ensuring every design was both unique and unmistakably Nutella.
• Maintaining copyright compliance—Bria's platform and patented attribution engine ensured all content was legally sound.
• Integrating AI, design software, and industrial printing for seamless, scalable production.

• 9,000 unique Nutella labels produced—demonstrating mass customization at a scale and speed impossible with manual design.
• Set a new standard for personalized packaging, enhancing consumer engagement and brand perception.
• Proved that AI-driven mass personalization is now technologically and economically feasible for global brands.

• Responsible AI is non-negotiable: Using platforms trained on licensed data is critical for major brands.
• Integration is key: Success required tight collaboration between brand, AI provider, and printing technology.
• AI amplifies human creativity: Student input guided the AI, showing that diverse perspectives accelerate innovation.
• Brand consistency at scale is achievable: With the right guardrails, AI can deliver personalization without sacrificing identity.

🐯 Tiger Takeaway:

AI is democratizing mass customization. What once took months and massive budgets can now happen in hours, at scale. The implications go far beyond packaging—think personalized marketing, custom product designs, and region-specific branding, all generated by AI and produced at the speed of digital printing.

Senior Leader Quotes

Brand & Company Context

Ferrero Group

• Founded in 1946 in Alba, Italy; now one of the world's largest sweet-packaged food companies.
• FY 2023 turnover: €17 billion; 47,000+ employees; 37 manufacturing plants worldwide.
• Brands: Nutella, Ferrero Rocher, Kinder, Tic Tac, and more.

Nutella

• Born in 1964, Nutella is a global cultural icon and flagship Ferrero product.
• Originated as a post-war hazelnut-cocoa loaf, evolved into the beloved spread we know today.
• Sold in 170+ countries, Nutella is synonymous with quality, innovation, and emotional connection.

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