Dutch IPA, a fast-growing beer brand in the Netherlands, has developed thousands of distinctive labels by using HP’s digital printing technologies.

Generated using the HP SmartStream Designer software and printed on an HP Indigo 6900, the campaign has witnessed the creation of unique labels with infinite variations. Each label is uniquely designed to tell a story with the brand’s mascot, Captain IPA. HP SmartStream’s algorithms enable Dutch IPA to create vast combinations of specific design elements, allowing them to tell Captain IPA’s story through different illustrations.

The quick and easy process with digital printing on the HP Indigo 6900 has further allowed Dutch IPA to adapt and edit its design to include QR codes, hidden golden cans within its labels, and limited edition labels for ad-hoc consumer engagement activities such as consumer competitions and limited edition collectables labels for special occasions.

In September 2020, Dutch IPA joined forces with HP, print service provider Probo and creative agency Cogonez to launch a limited edition session IPA to showcase all of the new experiences Captain IPA was discovering.

Jordy de Jong, brand brewer at Dutch IPA, said, ‘Dutch IPA is an ode to the adventurer, to the discoverer of new flavours and to the bon vivant who is open to new experiences.

‘We’ve started using HP’s SmartStream Designer software for the first time. What appealed to us about the technology is the ability to develop unique labels without complex or time-consuming processes, and at an affordable price point. Anything is possible when it comes to design with the software. We’ve been able to develop labels with infinite variations and backgrounds and as a result, the labels illustrate new adventures that immediately appeal to the imagination.’