Engagement through personalization

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Intention
To create unique WATER for unique customer – personalized water labels to represent activities and goals of printing house “Aurika”. One of the main company goals is to stimulate creativity and develop technological solutions for the realization of unique design ideas. 
Solution
We found creativity in the place where it is least expected. Printing inks waste tanks appeared to have artistic value and were captured in photos. Photos inspired the main idea of label graphic design – imitation of stroke in printing process. We chose passive colors photo for still water and active colors photo for carbonated water series. In order to personalize each bottle we used automatic algorithm which makes all designs unique. Our design and raw materials idea was to conform to the principles of sustainable environment. We used minimum quantity of recyclable raw materials.
Result
2 products: personalized still and carbonated water. Algorithm automatically generated unique color patterns from inks waste photos. Consumer engagement is enhanced by the sensation – a tactile “wet-touch” effect. Labels are printed in 21 language to address company customers from different countries. 
Technologies
Digital variable data printing ( Mosaic design ), “sandwich” printing technology for opaque graphics on transparent film, tactile “wet-touch” and silk-screen printing effect. 
Sustainability
Only 1 label used to mark a bottle instead of 2 labels. Label raw material chosen for the production contains wash-off adhesive. The product participates in the returnable packaging system.
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