Thinking outside the box with personalised print

With personalisation in print becoming increasingly sought-after among consumers, printing companies are having to become more innovative in what they offer. Here, Rob Fletcher shares some of the recent pieces that have caught the eye.

Once seen as something of a specialist offering, personalised print is now a service provided by many print companies around the world. From simple jobs such as t-shirts and hoodies to more speciality work like phone cases and drinks bottles, personalised print comes in many weird and wonderful shapes and sizes.

Given the level of competition for this type of print work, the onus is very much on printing companies to expand their horizons and open the eyes of customers to even more ideas in what is already an incredibly creative sector. With this in mind, we take a closer look at some of the more innovative applications in the world of personalised print.

Singing season’s greetings

One of the most popular forms of personalised print is greetings cards, with several websites leading the way in this sector. Among these is Moonpig, which, focused on the UK market, has seen demand for personalised cards, mugs and other items rocket in recent years.

Caption: Moonpig released a series of singing Christmas cards that could be personalised by the consumer

Building on its extensive, traditional greetings cards offering, Moonpig released a new range of products ahead of Christmas 2024. Teaming up with Great Ormond Street Hospital Charity (GOSH Charity), Moonpig created its first ever collection of musical charity cards, which, as is the case with many other cards from Moonpig, can be personalised by the customer.

All 12 cards in the new charity range feature a QR code on the back, which, when scanned, offer the recipient the option to play audio of the GOSH & UCLH Staff Choir singing the classic Christmas carol, ‘Deck The Halls’.

“We know that Christmas can be a difficult time, especially for those who can't be with loved ones,” said Sarah-Jane Porter, global design and licensing director at Moonpig. “That’s why we've partnered with GOSH to create a range of cards that bring joy and connection, no matter where you are. By scanning the QR code, you can share a special moment and spread some festive cheer.”

The new singing cards formed part of Moonpig’s biggest ever charity range comprising 100 designs. On top of this, Moonpig donated £50,000 in support of GOSH’s arts programme, funded by GOSH Charity.

Pushing the boundaries of personalisation

Elsewhere and in the US, a three-way project between Bria, HP and Eurostampa has pledged to “push the boundaries of personalisation”. Bria, a visual generative AI solution built for enterprise, worked with HP and labels specialist Eurostampa on an initiative based on Nutella.

Entitled the ‘Envelope’ project, the initiative sees creative design challenges met through collaborations between leading brands, technology providers, and students from top universities to push the boundaries of label design by experimenting with new and existing technologies, materials, and printing.

Caption: Bria, HP and Eurostampa collaborated on a personalisation project involving printed labels, art and AI

In this instance, students challenged Bria and HP to reimagine Nutella’s iconic label through the lens of different art movements such as Cubism, Impressionism and Pop Art. This saw Bria’s platform integrated with HP SmartStream Designer’s ‘HP Spark’ technology to enable the creation of 9,000 unique Nutella labels.

HP SmartStream Designer, a component of the HP PrintOS Creativity Power Pack, enables designers to create unlimited variations of packaging designs, while HP Spark can be used for automated, AI-driven design generation throughout the process.

“This collaboration represents a significant leap forward in the way leading brands can effectively utilise risk-free visual generative AI while simultaneously prioritising creativity and personalisation by ensuring predictability and controllability of the outcome,” said Dr. Yair Adato, co-founder and CEO of Bria.

“By successfully merging visual gen AI applications with industrial printing capabilities, the project sets a new standard for both customised product packaging and the commercial use of visual gen AI as a whole.”

Joan Perez-Pericot, vice president and global head of software and solutions at HP Industrial Print, added: “The project demonstrates how collaborative innovation can revolutionise personalised packaging, creating unique consumer experiences while maintaining brand consistency.”

Celebrating women’s history

Another clever use of personalisation in labels comes from handmade Kentucky bourbon Maker’s Mark. The company partnered with Vital Voices, a non-profit that invests in female leaders taking on the world’s greatest challenges, on a limited-edition personalised labels initiative.

In honour of Women’s History Month last year, consumers could order a complimentary Maker’s Mark label, designed by renowned artist Gayle Kabaker, and personalise it with the name of an inspirational woman in their lives. The label depicts Kabaker's interpretation of a spirited woman in acrylic gouache, inspired by the wildflowers of Kentucky and the colours of Maker’s Mark.

Caption: Maker’s Mark partnered with Vital Voices on a limited-edition personalised labels initiative

“As a brand co-founded by my grandmother Margie Samuels more than 70 years ago, Maker’s Mark continues to be guided and grown by incredible women defining what's next in the industry,” said Rob Samuels, managing director of Maker’s Mark. “We are privileged to continue our commitment to women making an impact in their communities and support the meaningful causes that drive Vital Voices.”

Discover the latest innovations in personalisation at Personalisation Experience 2025, a premier gathering dedicated to unveiling the latest in digital print personalisation, offering an immersive platform for industry professionals to explore innovative technologies, sustainable practices, and forward-thinking strategies. Taking place from 6 -9 May at Messe Berlin, Germany. Register to visit here and use promo code PEXJ501 to only pay € 25 for your entrance ticket.