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BLUEBEARD, 2026
Perrault's Bluebeard hid bodies behind a locked door. This one doesn't need a door.
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🏷️ The Project Metadata
Project Title: DeVine Wines — Luxury Brand Identity & Digital Experience
Role: Lead Brand Designer & Creative Director
Tools Used: Figma, FigJam, Envato AI Hub, CapCut
Project Description
Project Overview
DeVine Wines is a premium luxury rebrand built on the intersection of human creative direction and generative AI tools. The project demonstrates how to break past predictable automation to build a deeply rooted, cohesive, Michelin-star brand identity across digital, physical, and hospitality ecosystems.
The Creative Journey
The Human Pivot: The initial automated generations yielded highly predictable industry clichés (a standard wine glass and grapes). Recognizing the need for depth, human curation stepped in to pivot the concept toward authentic sommelier history: the traditional silver Tastevin cup.
Refinement & Customization: Transforming flat, geometric AI sketches into high-end brand assets by injecting reflective liquid-platinum textures and high-contrast studio lighting profiles.
The Physical Ecosystem: Scaling the visual assets into bespoke physical retail goods, featuring laser-engraved wooden collector boxes, structured charcoal-and-leather totes, high-shine apparel, and beautifully frosted, etched glassware.
The Digital Flagship: Translating the premium physical aesthetic into an immersive, editorial dark-mode e-commerce web presence styled with sophisticated typography.
The wooden gift box packaging really sells the luxury angle before anyone even opens the bottle. Was that packaging part of your original scope or something that grew out of the brand identity work?
Circlo Gets You Out — Envato "Human by Design" Challenge
For Envato's Human by Design challenge, I made a promo film for
Circle — a safety-first event discovery app I designed for young
professionals in Indian Tier-1 cities.
THE FILM
Circlo, Circle's mascot, is done watching you scroll. He drags
you off the couch, down a glowing purple street, and into a
rooftop full of real people. No dialogue. No UI walkthrough.
Just a character making his case.
THE TOOLKIT
Every shot ran through Envato's AI stack: VideoGen for every
Circlo scene (image-to-video, character-referenced throughout),
MusicGen for the score, SoundGen for footsteps and ambience,
GraphicsGen for the closing card, and Devices Mockup for the
in-app screens.
THE HUMAN BY DESIGN MOMENT
Twice, I asked AI to touch my actual product screens — once
through a mockup tool, once through video generation. Both times
it quietly rewrote the text. "Safe Tribe" became "Sefo Tribe."
A clean screen came back with duplicated, ghosted copy layered
over itself.
Neither time did I try to prompt my way out of it. I pulled my
real screens back out, composited them by hand, frame by frame,
and kept AI exactly where it belongs in this project: building
the world around the product, never rewriting the product itself.
That's the line the whole film is built on. AI made the street,
the light, the sound. I made the app. I made the character's
face match itself in every single shot — checking ears, eyes,
and color against the original reference every time the model
drifted.
Built in 2 day for Envato's Human by Design challenge.
This submission was made with a little bit of pure, mindless vandalism against AI.
I wanted a killer website for my brand, Discern Like a Rebel. So I fed Claude with Envato assets (fonts, textures, illustrations, sound, templates, generations...) and asked it to build. It did. But it was all clean grids and neat boxes.
So, to make it more me, I let the drawings spill over the nav bar and loosened the grid up. Even than, the generator kept sliding back to safe, when it refused to animate a nude Greek statue (only once though). But rebels fight haha.
The big step was to bring it to life with looping animations, paper tears, and hand-drawn lines (all using Envato's library).
A pro designer would have moved the drawing in seconds. I spent my time changing AI's mind instead, since I am not one yet. Funny enough, that friction became the creative process. AI can follow a rule beautifully. It can't feel when breaking one makes something come alive.
I must say, very on par with my brand's philosophy.
P.S. This is a re-upload because the sound quality on the first attempt was awful. Enjoy much better audio this time around!
The idea of using AI while keeping a deliberately rebellious, imperfect brand voice is a fun tension. Which Envato asset pushed the Discern Like a Rebel site in the most unexpected direction?
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