NUTELLA UNICA_an algorithm as designer
Nutella Unica is a project made in collaboration with the advertising agency Ogilvy & Mather Italia, the aim is to generate millions of unique packaging designs for Nutella. To achieve the goal an algorithm has usurped the traditional role of a designer: pulled from a database of dozens of patterns and colours, it will create seven million different versions of Nutella’s packaging for the jars in Italy. “Nutella Unica” is a project that wants to present the brand “like a piece of art”, each jar stamped with its own unique code – fundamental for collectors.
“We think Nutella can be as special and expressive as every single one of its customers,” said Ogilvy & Mather. “With this objective, Nutella Unica was born – the first limited-edition made by seven million different jars. Dozens of patterns, thousands of colour combinations, one special algorithm.”
This is not the first time that an algorithm takes the place of a designer, we had another example in the Hello, Robot exhibition at Vitra Design Museum, where an algorithm did the layout for a book.
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