🏷️ 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.
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