June 02, 2017

Nutella's Exclusive and Colorful Jars Make Colorful Waves

Nutella has gone all colorful, fresh and unique. Nutella's manufacturer Ferrero worked with advertising agency Ogilvy & Mather Italia on the project, titled Nutella Unica using one algorithm to generate millions of unique packaging designs for Nutella.

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"Could Nutella be even more unique? We think so. We think Nutella can be as special and expressive as every single one of its customers. With this objective, Nutella Unica was born-the first limited edition made by seven million different jars: dozens of patterns, thousands of color combinations, one special algorithm."

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The algorithm pulled from a database of dozens of patterns and colors to create seven million different versions of Nutella's graphic identity, which have been splashed across the front of jars in Italy.

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