Santa Maria uses CGI images for launch

CGI (Computer Generated Imagery) is digitally produced images and especially good for launch when the challenge is to produce physical samples in time for photography. This is the opinion of Oskar Långelid at Paulig Foods, who enlisted the help of GS1 Sweden’s photo studio for the launch of Santa Maria’s spice range with a new design.

Computer-generated technology for product images

Paulig Foods, which owns the Santa Maria brand, has started marketing a new packaging design with smart lids for its entire spice range of 330 items during the autumn.

Product images for market & planograms are necessary for product launches and since the new spice jars were in production, finished products were missing to photograph. Here it was a matter of finding an innovative and cost-effective imaging technology that secured a time critical moment at launch.

“The big challenge for us was to produce physical samples on time. The design changes to the can also required small changes in production, which did not help an already strained deadline, says Oskar Långelid, Product Data Coordinator at Paulig Foods.

In the spring, the company contacted GS1 Sweden’s photo studio to see if computer-generated imaging (CGI) could be a good solution for Santa Maria’s spice range with many items of the same packaging model.

This is what happened

1. Creation of a packaging model

To create product images using CGI technology, Validoo’s 3D artist first needed to create a model depicting the shape of the packaging. This was based on a print original and the dimensions of the product. Oskar Långelid says:

“During the spring, we sent drawings and reference pictures of the new jar, so that the 3D artists at Validoo’s photo studio could create a model of the packaging. Validoo handled the artwork together with our agency.

In developing the packaging model, Paulig Foods was involved and gave input on the design proposal. Since the range consisted of variant-based items, which means several different items of the identical packaging type, CGI images became both affordable and time-saving when over 1,300 images were to be produced. Oskar Långelid emphasises:

“The main advantage of CGI images is that the same model forms the basis for several different artworks, which can be easily replaced.

2. Visible contents of the jar

To create images of glass jars with visible content, the spices were photographed separately outside the package and then mounted into each CGI image. In doing so, a photo library was created with Santa Maria’s spices/content that can be used for new CGI images in the future.

“Almost all of our spice packs for retail and food service have a visible window where you can see the spice itself. In future changes of labels or formats, we have that basis ready,” says Oskar Långelid.

3. Labels and materials

Once the 3D artist filled the computer-generated images of the spice jars with different contents, it was time to apply material (glass, paper and plastic) to the different elements of the product (cork and label).

Lighting and other final finish were eventually created to produce a photorealistic product image.

GS1 Sweden’s photo studio linked article information to the image, which was then uploaded to Validoo. An important step in Paulig Foods’ launch process was thus completed.

Result

Secured launch and cost savings

The most important thing from a supplier perspective was that CGI technology was able to eliminate the risk element of getting the product images ready in time for launch.

– The choice of CGI images meant we didn’t have to worry about getting the samples in time. We also didn’t have to spend the considerable time it would have taken to pad, pack and send physical samples. Compared to how we developed images before, CGI was also a very cost-effective solution,” says Oskar Långelid.

We are very pleased with the result but also that we got to be involved in the development.

Oskar Långelid, Paulig Foods (which owns the Santa Maria brand)

1,300 images for seven different markets

Prior to Santa Maria’s spice launch, three packaging models and over 1,300 CGI images have been produced for all Nordic countries as well as the Baltics, Holland and Belgium where each country has specific imaging requirements.

– The images that were produced had to meet the requirements of all markets and here it felt very reassuring to use GS1 Sweden’s photo studio. We are very pleased with the result but also that we got to be involved in the development,” says Oskar Långelid.

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