In today’s fast-paced FMCG landscape, speed, consistency, and cost efficiency are no longer nice-to-haves. They are essential. One global brand demonstrating what’s possible with the right technology is Diageo.
A longstanding, enthusiastic user of iC3D, Diageo has embraced iC3D to significantly enhance its product development process. The result is faster innovation cycles, improved collaboration, and substantial cost savings.
Driving Efficiency Through 3D Visualization
Traditionally, packaging development in FMCG relies heavily on physical prototyping. This is both expensive and time-consuming. By leveraging iC3D, Diageo has shifted toward a more agile, digital-first workflow.
With real-time 3D visualization and rendering, teams can now explore, iterate, and validate packaging concepts much earlier in the process, before committing to physical production.
The Impact
The benefits of this transformation are both measurable and meaningful:
- $1.3 million saved annually on new product development
- Faster visualization and rendering of packaging concepts
- Reduced reliance on physical prototypes, minimizing waste and iteration cycles
- Improved cross-team collaboration, accelerating decision-making and time to market
Why It Works
At the core of this success is the ability to unify teams and standardize processes:
- Consistency at scale: Standardized asset libraries ensure brand consistency across global markets
- Cross-functional alignment: Design, marketing, and production teams collaborate from a single source of truth
- Greater agility: In-house 3D capabilities reduce dependence on external vendors, enabling faster turnaround times
What’s Next: Extending the Workflow with Artflow
Diageo’s journey does not stop at 3D visualization.
With the upcoming implementation of Artflow, Hybrid Software’s artwork management solution, the team is set to further streamline operations from marketing brief through to print trial readiness.
By leveraging standardized asset libraries and historical data, Artflow will enable more informed, data-driven design decisions. This enhances efficiency and ensures that every step of the process is optimized for speed, accuracy, and quality.
A Blueprint for the Future of FMCG
Diageo’s approach highlights a broader shift happening across the industry. Companies are moving from fragmented, manual workflows to integrated, digital ecosystems.
By combining 3D visualization with centralized artwork management, brands can unlock faster innovation, reduce costs, and bring better products to market sooner.
