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Reimagining Jasperware
Wedgwood invited the public to shape the next chapter of its 266-year history in an AI-driven design competition. One winning design was 3D printed and will be shown at the V&A Wedgwood Collection. Built by XXII, the Jasper 250 platform let anyone create a personalised Jasper vase: users chose from four historic shapes, selected colour palettes, and guided the tool with themed prompts, generating more than 26,000 unique designs.
Jasper 250 Mini-Site & AI Tool:
In Four Weeks, Jasper250 Generated:
26,000 Unique Designs
Over 26 000 vases were created on the platform, each blending Jasperware heritage with personal expression.
+500 Posts
More than 500 organic social posts used the campaign hashtag, turning individual designs into a collective showcase.
Millions of organic views
The campaign earned millions of organic views, placing Wedgwood’s craft revival centre-stage worldwide.
Innovation X Heritage
Wedgwood aimed to revive the experimental spirit of its founder, Josiah Wedgwood. XXII has helped the brand explore Web3 and AI in recent years, using these technologies to amplify Wedgwood’s aesthetic heritage, craftsmanship, and loyal community. The goal of this project was to build a scalable ‘content engine’ that would spread the Wedgwood visual language across media and engage new audiences.
Creative Approach
During the research phase, we looked at two main strengths of generative AI: creating content at scale and empowering untrained users to generate coherent and visually compelling results. Working with Wedgwood’s in-house designers, we set clear creative guardrails on both the platform's backend and its interface, to keep outputs on-brand while allowing users to meaningfully express themselves through personalisation, balancing innovation with tradition and respecting Wedgwood's heritage and craft.
Built-in Network Effects
We devised a competition that drove organic reach by encouraging entrants to post their designs on social media, tagging @Wedgwood and using a hasgtag to opt into the competition. This created a network effect which in turn attracted more users to the tool and encouraged further sharing.
From AI to a Physical Artefact
The winning Jasper250 vase was modelled by our team and 3D printed in full colour. It will go on display at the V&A Wedgwood Collection in September 2025, showcasing Wedgwood's evolution as a heritage brand and marking a milestone in combining AI, branded co-creation, and physical craft.
Jasper250 received global coverage, positioning Wedgwood as a benchmark for heritage-driven innovation.
