RELEVANCE — Brand Identity &

RELEVANCE — Brand Identity & Packaging Design

Case Study | AI-Assisted Design Process

👋 About Me & My Approach

I am a brand identity designer who uses AI as a core creative tool — not to replace design thinking, but to accelerate it. My process combines strategic human direction with the speed and breadth of AI-generated exploration, resulting in distinctive brand systems delivered faster and at higher quality than traditional methods alone.

What this means for you as a client:

Faster turnaround — full brand systems in 1–2 weeks instead of 4–6

More creative directions to choose from — AI lets us explore 10x more concepts

Lower cost without sacrificing quality

Full transparency — you always know exactly how the work was made

📋 Project Overview

Brand Name: RELEVANCE Product: Natural Milk / Dairy Target Audience: Everyone — families, young adults, health-conscious consumers Brand Mood: Natural, clean, wholesome, modern, trustworthy Deliverables: Logo, Icon, Packaging, Colour Strategy, Typography, Guidelines Timeline: 7–10 working days

⚙️ My Design Process (AI-Assisted)

Here is exactly how I would approach the RELEVANCE brand identity — with full transparency on where AI is used and where human judgment takes over.

PHASE 1 — Discovery & Strategy

Brief analysis using Claude AI to define brand personality, tone, and positioning

Competitor research (Innocent, Oatly, Arla, local premium dairy brands)

Creative brief writing — target audience, brand values, visual direction

Mood board creation using Midjourney + Pinterest

PHASE 2 — Visual Exploration

20–30 logo concept variations generated via Midjourney with custom prompts

3 distinct creative directions shortlisted and presented to client

Symbol / icon mark exploration — abstract forms combining milk + nature

Colour palette strategy built using Adobe Color + Coolors AI

PHASE 3 — Refinement (Human Design Work)

Winning concepts redrawn as clean vectors in Adobe Illustrator

Typography system selected and paired (Playfair Display + DM Sans)

Packaging design built in Figma with realistic product mockups

All assets exported in correct professional formats (SVG, PNG, PDF, AI)

PHASE 4 — Brand Guidelines

Full brand guidelines document — logo usage, colours, typography, do's & don'ts

Packaging system rules — label hierarchy, size variations, material guidance

Final delivery in both editable source files and print-ready formats

🤖 AI Tools Used — Full Transparency

I believe in being completely open about AI usage. Here is every tool used and exactly what role it played:

Midjourney Used for: Logo concepts, icon exploration, packaging visuals, lifestyle imagery My contribution: Selecting, directing, refining, and vectorising all outputs

Claude AI Used for: Creative brief, brand strategy, colour psychology, guidelines writing My contribution: All strategic decisions, client communication, final judgment

Adobe Color Used for: Colour palette generation and harmony analysis My contribution: Final palette selection based on brand strategy

Fontjoy Used for: Typography pairing suggestions My contribution: Final font selection and spacing decisions

Smartmockups Used for: Realistic packaging and product mockup photography My contribution: Composition, selection, and presentation design

Figma Used for: Final layout, packaging design, brand guidelines document My contribution: All layout, spacing, and design execution work

🎨 RELEVANCE — Brand Identity System

Colour Strategy The RELEVANCE colour palette is built around nature, trust, and freshness — communicating purity without being clinical.

Forest Green #2D5016 — Primary, trust

Cream White #F5F0E8 — Background, pure

Warm Beige #C8A96E — Accent, warmth

Charcoal #1A1A1A — Text, strong

Typography System

Heading: Playfair Display — Elegant serif, premium feel Subheading: DM Sans Bold — Clean geometric, modern Body: DM Sans Regular — Humanist, highly readable

📦 What You Will Receive

Design Files

Primary logo (SVG, PNG, PDF, AI)

Logo variations (dark, light, icon only)

Symbol / icon mark

Packaging design files (Figma)

Colour palette swatches

Brand Documents

Brand guidelines PDF (20–30 pages)

Typography guide

Colour usage rules

Packaging system guide

2 rounds of revisions included

💡 Why AI-Assisted Design Is an Advantage

Traditional Design Only vs AI-Assisted Design:

3–5 logo concepts explored → 20–30 concepts explored

4–6 week timeline → 7–10 day timeline

Higher cost for same output → Better value, same quality

Limited visual exploration speed → Rapid iteration and refinement

🤝 Let's Work Together

I am excited about the opportunity to build the RELEVANCE brand identity. This is exactly the kind of project where AI-assisted design delivers outstanding results — a consumer product brand that needs to be both commercially strong and visually distinctive.

I bring to this project:

Full transparency — you will always know every tool used and every decision made

Strategic thinking — AI generates, but I direct, curate, and refine everything

Professional delivery — all files in industry-standard formats, ready to use

Open communication — regular updates, fast responses, and revision rounds included