HP Partners With Yarza Twins And Smirnoff To Showcase The Future Of Packaging Design
by Jessica Deseo on 11/21/2017 | 8 Minute Read
HP SmartStream D4D Beta Launch
HP Inc. has collaborated with the award-winning designers, the Yarza Twins, and Smirnoff to launch the beta programme of HP SmartStream Designer for Designers (D4D). HP SmartStream D4D is a suite of “light” design solutions that enables designers to randomise and personalise packaging.
At the HP SmartStream D4D launch party on November 2nd at the Black Swan Studios in Bermondsey, London, designers witnessed how the Yarza Twins used the software to create stunning individualised packaging for Smirnoff, in response to the brief “Every one the same. Every one different.”
During the three month pilot starting on November 6th, up to 500 designers can register to request to join the beta programme, and 15 super users will be selected to provide feedback.
Every one the same. Every one different.
Inspired by the classic Smirnoff No. 21 brand, the Yarza Twins designed 21 characters along with 21 hats and 21 bodies. These design elements were ‘shuffled’ using HP SmartStream D4D so that each design outcome is totally unique. The HP Mosaic component of the software was also used to take one single design that celebrates the famous eyebrow silhouette of the Smirnoff label and adapt it by zooming, rotating, switching colours to create endless unique, eye catching outcomes. These unique designs were then used across a wide range of HP printing technologies to produce items like bottle shrink sleeves, bottle labels, corrugated boxes, point of sale, posters, chair wrappings, wallpaper, t-shirts and, all of which were on display at the launch party. This creative output is for the HP SmartStream D4D beta launch only, and not for commercial purposes.
Closing the gap between concept and creation
HP SmartStream D4D is a simplified version of HP SmartStream Designer for Adobe Illustrator CC2018, which is the full scale commercial software already used by owners of HP digital presses. “Digital print has the ability to make packaging and print more agile and limitless, but until now there has been a gap between concept and creation,” said Nancy Janes, HP’s global head of brand innovation. “With HP SmartStream D4D, designers can for the first time play with the powerful software used to create some of the most memorable and impactful packaging campaigns from global brands. We want to call on those designers who want to be a part of the future of digitally printed designs to sign up for this beta programme.”
United Kingdom, The Dieline Readers Only:
Register & join the WhatsApp Beta User group for the free software (first come first served for 500 people) it is here (active from Nov 6th):
1. To join the beta pilot by going online @ www.hp.com/go/D4DBeta
2. Access to the D4D Training videos are available @ http://bit.ly/HPD4D