Same but different

HP wanted to put its variable data software in the hands of designers, and team them how to get their hands dirty. We partnered design duo the Yarza Twins with Smirnoff to lead and teach by example. The concept was ‘every one the same. Every one different.’ which reflected the properties of variable digital print, Smirnoff’s diversity ethos and having a pair of talented twins on the project.

Same But Different Silas Amos For Hp 16

Given that the correct name for Smirnoff Vodka is ‘21’ we created this multiple of heads, hats, bodies, colours, and patterns (based on the Smirnoff ‘eyebrow’ logo. Mixing up 21x21x21x21x21 = beautiful chaos, with each pack and print uniquely different.

Same But Different Silas Amos For Hp 04 Same But Different Silas Amos For Hp 03 Same But Different Silas Amos For Hp 07 Same But Different Silas Amos For Hp 00 Same But Different Silas Amos For Hp 01

We applied the design to myriad formats and objects to demonstrate application flexibility, created training films and launched with a pilot event for designers in London featuring a bonkers ‘sculpture garden’. Watch all the films here.

Same But Different Silas Amos For Hp 02 Same But Different Silas Amos For Hp 08 Same But Different Silas Amos For Hp 13 Same But Different Silas Amos For Hp 09 Same But Different Silas Amos For Hp 11 Same But Different Silas Amos For Hp 12 Same But Different Silas Amos For Hp 10 Same But Different Silas Amos For Hp 15 Same But Different Silas Amos For Hp 14

  • Client: HP Inc.
  • Partner: Smirnoff/ Diageo
  • Design and illustration: The Yarza Twins
  • Animation and Pack photography: Officina Poligonale
  • Training Films: Ed Rolfe
  • Concept, Strategic and Creative Direction: Silas Amos

Silas Amos LTD.

Design Ideas & Strategy