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Brief Published: 30 Aug 2018

AI-Generated Bespoke Packaging Communicates Rarity


As explored in Democratised Design, brands are using the custom capabilities of automated tech to excite consumers by offering insight into a product’s history and conveying a sense of rarity. New German wine label Brute illustrates the potential of this technology in packaging, using algorithms to generate bespoke patterns that reflect the unique character of each vineyard.

With fierce on-shelf competition, packaging needs to provoke an emotive reaction from passers-by. One way of doing this is to develop and communicate a distinct identity for the product. This is achieved in the packaging for Brute, a wine label started by two grape-growing brothers who wanted to express the tumultuous weather conditions of Hamburg’s vineyards to build the personality of their wine. 

Developed by international branding firm Landor, Brute uses data collected on the region’s wind, rain and sun to create evocative and informative graphics. German code artist Patrik Hübner wrote algorithms that translated this data into patterns used on the bottle’s paper wrapping, and real-time evolving graphics featured on the brand’s website.

Rising concern over the ethical and sustainable credentials of food and drink is driving consumers to learn more about the backstories of the brands on their plates and in their glasses (see Alcohol Trends 2018: Imbibe Live). Brute’s data patterns reinforce the small-batch production of its wine, and that the final product is the result of its natural environment, as opposed to being mass-produced.

Now is the time to embrace the fast-paced personalisation available through artificial intelligence to create visual branding that communicates your product’s nature and narrative. Take note of our S/S 20 Design Direction Journey, and employ technology as a creative collaborator to tap into consumers’ imaginations and cut through on-shelf clutter.