Shaken, not stirred: The Yarza Twins developed 21 characters and related graphical elements for Smirnoff’s Recipe No 21 bottles and HP software did the mixing
HP has launched a beta programme for a cut-down version of its SmartStream Designer software aimed at illustrators and graphic designers, to enable them to understand the potential of infinitely variable art production in packaging and branding.
Launched at an event featuring work for a dummy Smirnoff campaign created by influential London-based Spanish design duo The Yarza Twins, HP’s SmartStream Design for Designers (D4D) beta programme runs from now until March 2018 and is intended to allow graphic designers, illustrators and animators to play with the infinite art permutations that HP’s Mosaic technology enables.
HP has run several high-profile variable art packaging campaigns with brands such as Coca-Cola, Oreo and South African liqueur producer Amarula, the latter as part of a conservation project aimed at protecting elephants. Unique identifiers on each piece of artwork were used in the Coca-Cola campaign to allow customers to log on to a dedicated website and order additional items such as phone cases or t-shirts in their unique design.
The cut-down version of the SmartStream designer allows 20 permutations to be created, which should be enough to both test the software and to prototype potential campaigns for clients. Nancy Janes, HP’s global head of brand innovation, Imaging & Printing, explained, ‘The software allows for fixing key elements – the brand has to have confidence, but current campaigns are getting brands excited.’
Work generated using the SmartStream D4D software or the full unlimited output version can be printed on any of HP’s Indigo, Latex, Scitex wide-format or high-speed inkjet platforms.
The beta test will be supported online via tutorial materials and a WhatsApp group. 500 places are available on the beta programme. Anyone interested in registering can do so at http://www.hp.com/go/D4DBeta.
