HP SmartStream Collage Produces Unique Labels For Marketing Campaign


The new HP Indigo design software, HP SmartStream Collage, was used to create unique water bottle designs for a holiday edition of the Danone Sparkles flavoured water brand. The bottles feature playful, winter-themed designs by Danish artist Emil Kozak, ideal to celebrate the holiday season with family, friends and colleagues.

The wrap-around bottle labels were produced by Folienprint Rako, an All4Labels Group company, in the first HP Collage packaging production in Europe. The 1.25 litre drinks, now available at retailers in Denmark, combine design elements such as snowflakes, reindeer and candy canes to create 100,000 unique labels for two berry flavors of Aqua d’Or Sparkles water. The Sparkles labels were printed on the 76cm-wide HP Indigo 20000 Digital Press, delivering high-volume, mid-web format label printing on a wide range of materials, and converted into print-ready PDF files with the cloud-based HP PrintOS Composer.

HP SmartStream Collage uses algorithms to create random combinations of specified design elements, thereby creating one-of-a-kind artwork for unlimited impact for packaging, commercial, and specialty printing. The variable design creates movement in the appearance of the bottles across the shelves.

‘Aqua d’Or is spreading some holiday magic with playful designs on its flavored water bottles for celebrations using the new HP Collage design capability with HP digital printing,’ said Line Giessing Jørgensen, brand manager at Danone. ‘This new software technology provides brands with the opportunity to amplify the seasonality of their products in creative ways.’

HP SmartStream Collage is the next generation of HP Indigo hyper-customisation software, introduced to the market with HP SmartStream Mosaic. Danone used Mosaic and Kozak’s designs for its ‘Flow Your Way’ summer mineral water bottle campaign. The brand decided to try the new HP Collage at Folienprint Rako to create a new twist in variable design printing on its Sparkles flavoured water product line, which uses plastic from 50% recycled materials.

‘Brands can now bring a new experience using variable design element printing, including for seasonal products and flavours, and attract attention to their products. The HP SmartStream Collage design software for HP Indigo digital printing offers big new packaging marketing potential,’ said Michel Koch, head of pre-press digital at All4Labels.

HP Collage gives brands, agencies and converters the ability to create endless variations of a set of basic elements defined by the user. These can include images, logos or text, then combined according to individual rules. Users can control parameters such as minimum and maximum number of repetitions for each element, rotation and size resulting in hundreds, thousands or even millions of unique designs for high-value, high-quality print applications. It is a new capability of HP SmartStream Designer, a plug-in for Adobe InDesign and Adobe Illustrator.

‘HP Collage offers brands a new design tool for creativity and shelf impact, generating excitement and buzz for the product,’ added Jose Gorbea, HP EMEA brand owner, Digital Print Solutions for Brands.

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