It’s been a while since I last worked on a beverage project, so I spent some time this weekend exploring ideas, experimenting, and trying to push my creative taste a little further.

I wanted to see what a traditional Ethiopian drink like Debre Berhan Areke could look like if it were reimagined as a contemporary, premium vodka brand.

I have a bittersweet relationship with AI. I’m fascinated by what it makes possible, but I’m equally wary of how easily it can flood the world with work that looks good at first glance but lacks thought, intention, and a distinct point of view.

That said, I think AI, when used the right way, can be a powerful creative partner. Almost like another team member helping you move faster, explore more directions, test ideas, and bring ambitious concepts to life without getting caught up in every technical limitation.

The difference is in how you use it. The brief, the references, the taste, the decisions, and the art direction still matter. Without them, you risk creating something that feels like AI slop. With them, you have the opportunity to make something genuinely considered.

For this concept, I drew inspiration from the patterns of the Debre Berhan Blanket Factory, translating them into a contemporary visual identity, packaging system, and campaign for a traditional Ethiopian spirit.

The execution was entirely AI-assisted, but the creative direction was intentional.

I don’t think the conversation should be about whether designers should use AI. I’m more interested in what happens when people who have spent years developing their craft learn to use these tools well.

AI didn’t make design easier. It made the playing field bigger.