Inkjet & Digital Printing
Art meets packaging at interpack 2017 with HP technology
Friday 05. May 2017 - Designer and artist collaborate to harness the power of HP digital print, creating one-of-a-kind designs for Heineken bottles
Packaging designer Silas Amos and leading graphic artist Emily Forgot have joined forces with HP to create 2000 unique Heineken bottles for interpack. These beautiful and eye-catching bottle designs are unique in two ways: each shrink sleeve is completely different, with 2000 designs created using seed patterns and HP SmartStream Mosaic variable design technology; furthermore, each bottle is individually numbered with a font specially designed for this project, using HP Variable Data Printing.
The project was brought to life using HP SmartStream Mosaic, Adobe Illustrator1 and HP Indigo digital printing, showcasing how designers and artists can use HP technology to set the hottest trends in the packaging industry. Dutch label converter Eshuis printed the bottle sleeves on an HP Indigo WS6000 series press.
The beer will be served at HPs Happy Hour at interpack, daily 18.00 to 19.00 at HP booth in Hall 13.
HP SmartStream Mosaic and HP Variable Data Printing feature as part of HP SmartStream Designer software for HP digital presses, allowing artists to create sophisticated, custom jobs simply and affordably. These tools make it possible to personalize any print jobs images, text, and colorscreating virtually unlimited variations of any designto maximize visual impact.
Also incorporated in this HP interpack branding campaign are digitally printed signage, corrugated tables, waiter t-shirts, and snacks flexible packaging to achieve an overall “look and feel”, demonstrating what can be achieved with HP technology. Visitors to the booth are also greeted by Emilys “Print Transformed” designs, incorporating surreal visions of packaging and print coming to life, applied to everything from nail art to giant vinyl wall decals, all printed on HP.
No two bottles the same
Emily Forgot is known for working with some of the worlds most prestigious brands, with her designs embracing the odd, the everyday and sometimes the surreal. Her specially commissioned artwork for the Heineken bottles features 10 numerals as well as icons and seed patterns, with a design aesthetic inspired by the Yellow Submarine animated film – playful and distinctive. These have been cleverly harnessed by Silas Amos using HP SmartStream Mosaic technology, using the seed patterns and numerals to create unique, individually numbered artworks, ensuring no two bottles share the same image.
Amos, who will be at the HP booth on May 8-9 to talk about how designer and technology co-create, said: “We wanted to create artistic packaging for the Heineken bottles that is striking as well as different in each instance. The concept takes full advantage of the capability to make each bottle unique, all the while held together by a simple design system. Emilys design announces each bottles place in the limited edition loud and proud, at the same time as emphasising the set is greater than the sum of its parts.”
“Mass customization is the next frontier for global brands, and our industry-leading digital technology is the gateway to this,” said Francois Martin, Global Marketing Director, Graphics Solutions Business, HP Inc. “People like Silas and Emily know this and their skill and talent, ignited by HP digital technology, can reinvent a brands competitive edge. We would like to encourage more designers, artists and brand owners to fully explore how digital printing technology can transform packaging, and I believe our two new tools will help them do this.”
New HP resources for brands
Launched at interpack, the HP Agency and Designer Tool Kit offers open source training materials, enabling creatives to unleash the true potential of HP digital printing technologies. The Brand Managers Digital Packaging ROI Calculator is a simple to use tool that can calculate the ROI of any type of HP digitally printing packaging, compared to current conventionally printed packaging costs.