'Rainbow smile 'works in AI team

2024: Using AI to create packaging

The network of self-care stores "Smile of the Rainbow" uses the neural network when creating packaging of its own brands. The company entrusted artificial intelligence with the generation of cartoon characters for children's product lines and included the tool in the promotion strategy. As of June 2024, the share of images in the visual communication of children's STM lines generated by the neural network reaches 50%. The company announced this on June 27, 2024.

Generative artificial intelligence performed well, creating unique and memorable images in the style of popular Pixar and Disney graphics. The bright design attracts the attention of buyers and increases the recognition of brands. The characters generated by the neural network can be found in the Rainbow Smile stores, on the packages of children's brands STM: Delicare, Bambolina, Ameli.

This is a new stage in the evolution of branding, where artificial intelligence plays an important role. The neural network allows not only to speed up the design process, but also to create truly non-standard solutions that distinguish our products. In one hour of working in a team with a neural network, 10-15 images can be generated, of which 2 can become part of the finished visual of the product, ー said Anastasia Romanova, brand designer of the Rainbow Smile chain of stores.

When processing a request, artificial intelligence analyzes current trends and audience preferences, which allows you to create images that meet consumer expectations. Characters are used in advertising materials and on product packages of STM brands.

source = Rainbow smile

The introduction of artificial intelligence capabilities into the purchasing experience of interacting with the brand is a response to time challenges and following market trends.