SITUATION
Lithuanian Vodka launches limited editions every year. The product name prompts to reflect the national theme, so it becomes more challenging to wow both the client and the general public again.
SOLUTION
The biggest challenge was to find a way to draw 100 000 unique dukes without actually drawing all of them by hand. It led Etiquette to use a unique algorithm developed by HP called HP Mosaic (A part of the HP SmartStream Designer plugin for Adobe Illustrator and Adobe InDesign) that randomly picks details from a database of 200 drawn elements.
The configuration process resembles assembling a sandwich: the algorithm picks one of many body types, adds a head, facial hair, a weapon, accessories, and a helmet or a crown. The result? An unpredictable and amusing collection of one-of-a-kind dukes.
IMPACT
Even the printing house had to scratch their heads, trying to figure out how to make it all work. So many unique and beautiful pieces each is a unique 1-of-a-kind trophy!
For more data about the Variable Data plugin, please contact Guy Bibi.
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
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
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© étiquette, 2021, Vilnius
