22/06/2023
Situation
Every year Lithuanian Vodka releases limited edition collections with varying themes. This time the task was to create a unique design for 2021 inspired by Lithuanian dukes. Drawing inspiration from building blocks, I came up with the idea of “build-a-duke” and created an algorithm using the HP variable data print (HP VDP) system that would generate 100k unique dukes from the provided input of helmets, swords and outfits
The Algorithm
Using the HP variable data print (HP VDP) system, I created a system where the input of design data could be mixed and matched with other data, thus creating 100,000 unique design combinations. The duke assembly could be compared to that of a burger or a sandwich- we start off with the skin, then the robes, facial hair, weapons and accessories. Additionally there was another section- the pattern- which was also assembled in a similar way. Important to note that one of the most difficult parts of this process was making sure that the dukes' clothes, accessories and the accompanying pattern all belonged to the same cohesive colour group
Awards and recognition
As it was a truly innovative design and one of a kind in Lithuania at the time, it received plenty of praise from both the client and the public as well as 2 silver medals at the NAPA Advertising and Packaging Awards and Baltic Best Awards respectively
Credits
Client: MV Group Production Head of product development department: Jūratė Paulauskienė Agency: étiquette Design strategy: Gintarė Marcinkevičienė, Edvardas Kavarskas Art direction: Irmantas Savulionis Design: Beatričė Baronaitė Lau Illustrations: Beatričė Baronaitė Lau Account management: Ramunė Baranauskaitė Key visual: DDB Vilnius 3D: Rokas Mežetis Product photoshoot: Edgaras Marozas Strategic HP consultant: Guy Bibi Technology: HP Indigo Software: HP SmartStream Designer Printing manufacturing: IMMER Digital Award: BalticBest 2021, Silver in Packaging design category Award: NAPA 2021, Silver in Limited edition category