Global packaging group All4Labels has launched The Human Blend campaign, offering new perspectives to the rapidly growing market of shrink sleeves combining the company’s experience in digital printing with its focus on variable data printing applications.
All4Labels’ approach creates a brand innovation model aimed at guiding brand owners from projects’ conception to completion. Thanks to the partnership with HP Indigo and the dedicated business unit All4Graphics, brand owners can now explore the power of packaging, building memorable consumer experiences and meeting broader business goals.
The Human Blend is the company’s response to the emerging needs of Gen Z, which is inclined to look for values like transparency, individuality, inclusion, and sustainability in the packaging. The latest WARC, Marketing Dive, and Forbes research show that 53 percent of Gen Z want brands to offer personalized or customized products, 69 percent are more likely to purchase from companies that openly share their values and 73 percent would pay more for a sustainable product.
The Human Blend project showcases digital sleeves that respond to these trends with highly creative options. The project uniquely combines graphic elements to create new designs for each digitally printed sleeve using HP SmartStream Mosaic proprietary SW suite.
A set of typical human features representing different ethnic groups and cultures have been designed to form an image of a person. HP’s unique algorithm then randomizes between those elements and backgrounds to create thousands of sleeve variations.
The result is customized packaging promoting a culture aimed at inclusion and acceptance of diversity, created thanks to combining and blending the various elements into characters that reflect a multicultural richness. The Human Blend campaign shows that variable data printing is only a starting point for digital printing and that item-level customization can be taken to the next level.
‘I am proud of this project that represents a further step on our digital path,’ commented Adrian Tippenhauer, CEO of All4Labels. ‘The Human Blend highlights our long-established digital DNA and our commitment to explore all possible solutions available for our customers using new technologies. As pioneers of digital transformation, we keep on leading the change from digital printing to digital thinking and we constantly bring new applications to the market.’
Massimiliano Martino, CTO of All4Labels, added: ‘We know from experience how much packaging can be transformed using digitalization. By constantly investing in new technology and in the latest digital production machines, we are able to provide optimal variable graphics and applications at the lowest carbon emission possible. The Human Blend pushes forward the frontiers of creativity to sustainably reconcile together humans’ needs with the latest available technologies.’
‘In the HP graphic arts and digital print businesses, it is one of our core values to incorporate sustainability throughout the entire value chain, and we are committed to creating a powerful culture of diversity and equity across our ecosystem. We have a responsibility to channel our technology in a way that enhances our communities, and I’m proud to see that HP Indigo’s technology is raising the bar on sustainability by helping to bring The Human Blend campaign to life. The campaign is a prime example of how digital printing can provide a platform for brands to help consumers connect to a greater purpose, celebrate inclusivity and gain a sense of belonging,’ concluded Haim Levit, senior vice president and general manager of HP Industrial Print.