Nutella drives engagement with BRIA AI’s visual AI platform on AWS

Eurostampa wanted to help Nutella modernize its iconic brand packaging to appeal to younger consumers while preserving Nutella’s established visual identity. To achieve this, the companies decided to create thousands of unique labels; however, Eurostampa’s traditional graphic design process was too slow and costly to support large-scale personalization.

At the same time, Nutella needed to maintain consistent brand quality across thousands of label variations, and Eurostampa had to make certain that any artificial intelligence (AI)–generated content complied with copyright laws and provided proper royalty attribution. The company needed an innovative, streamlined solution that could scale efficiently for large production runs while generating unique and personalized designs that appealed to Generation Z consumers using fully licensed and compliant content.

Working alongside Eurostampa and Nutella, BRIA AI developed a comprehensive solution using its visual generative AI platform, powered by AWS. The platform was built using Amazon SageMaker—which delivers an integrated experience for analytics and AI—and was powered by Amazon Elastic Compute Cloud (Amazon EC2) P4 Instances, which provide high performance for machine learning training. BRIA AI used 128 A100 (p4de) instances to train and deploy the text-to-image generation models, and all image generation for the Nutella campaign ran on Amazon SageMaker infrastructure, delivered through BRIA AI’s software-as-a-service platform APIs. The solution addressed Nutella’s needs by using only fully licensed training data from over 20 leading partners including Getty Images, Depositphotos, Envato, and Freepik. This solved copyright concerns while facilitating high-quality output—BRIA AI’s platform provided precise control over brand guidelines and style consistency while still delivering creative personalization at scale.

Eurostampa’s implementation of BRIA AI’s solution transformed Nutella’s packaging personalization capabilities, helping the brand connect with younger consumers while maintaining its iconic identity. By automating the design process through BRIA AI’s AWS-powered platform, Eurostampa generated 9,000 unique label designs—a process that would have taken weeks using traditional methods—in just days, while maintaining 100 percent brand consistency across all variations.

Using BRIA AI’s platform helped Eurostampa to streamline creative production workflows and deliver significant cost savings for Nutella. The solution also made it possible to maintain full compliance and provide proper attribution for all generated content. As a result, Nutella increased consumer engagement through shareable, personalized content.

This campaign showcases how enterprise-grade generative AI can deliver business value, facilitating mass personalization while preserving brand integrity and operational efficiency.