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đˇď¸ The Project Metadata
 Project Title: â DeVine Wines â Luxury Brand Identity & Digital Experienceâ
 Role: â Lead Brand Designer & Creative Directorâ
 Tools Used: â Figma, FigJam, Envato AI Hub, CapCutâ
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 clichÊs (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.
Thank you
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?
Thank you, Maty! It definitely evolved out of the brand identity phase. Envato has an incredible new product mockup AI generator right now, and I really wanted to experiment with it to see how far I could push the luxury angle. It allowed me to showcase exactly how the sommelier...
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