For my #EnvatoChallenge I made a social reel called People. Every stranger you pass is living a life as full and complicated as your own. You just never get to see it.

That was the whole starting point. You catch a half-second of someone and your brain files them as an extra in your movie, while they're the main character of theirs, with a whole thing going on you'll never know about.

So I tried to make something that sits in that feeling. No story line, but just a reminder that everyone's got one. I used Envato for music, images and videos starting with stock images that I got inspired by and used as references and to expand ideas from those. I believe the main human by design call I had to make was not only the final edit, but prompting for "imperfect" generations. AI is trained to give the perfect image every time, centered angles, equal proportions, bright colors. I tried the complete opposite while still trying to make it look like a complete social reel.

You've done an amazing job.

🏷️ 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?