Nutella Designs Millions Of Unique Limited-Edition Jars

Nutella, in partnership with Ogilvy Italy, used an algorithm to create 7 million unique Nutella jars for a colorful limited-edition release in Italy. But some wonder: Is the role of the designer slowly becoming obsolete?

Millions of “Nutella Unica” jars – each one completely different than the next – were released all over Italy back in February 2017. The hazelnut and chocolate-filled containers were completely sold out in a single month, and have the rest of the world asking: Where and when can I get a jar?

The designs were created by a special algorithm that combined colors and patterns into a nearly endless sequence of possibilities. Each exclusive design was then printed onto the classic Nutella label and given an ID code to “authenticate it as a unique jar.” But given the scalability (and apparent quality) of the designs, will the traditional role of the designer soon take a back seat to…an algorithm?

The abstract-minimalistic designs are miniature works of art in their own right. This first limited edition project was born out of the philosophy that Nutella “can be as special and expressive as every single one of its customers,” hence, the name Nutella Unica.

The launch of the project also included an online video activation that “allowed [customers] to create a customized video to celebrate someone unique,” says Nutella’s PR firm. Now that the whole world has Nutella art envy, we can help but wonder when the delightful little jars will make their way to the United States.

Imagery Credits: Agency, Ogilvy Italy; Paolo Iabichino – Chief Creative Officer; Giuseppe Mastromatteo – Chief Creative Officer; Michael Berger – Group Head of Digital & Business Development; Lavinia Francia – Client Creative Director; Andrea Guzzetti – Senior Art Director; Simone Zanelli – Account Director; Project Leader Ferrero – Serena Lombardo; Printing and software technology: Hp

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.