I designed AUREL SKIN’s logo

I designed AUREL SKIN’s logo and brand identity using Envato assets, AI, and my own creative direction. Here’s a look behind the scenes at how I turned an initial idea into a complete visual identity — and the human decisions that shaped the final result. 

1. Brand Strategy & Creative Brief 

Tools: ChatGPT, Google Docs I started by developing the brand concept, brand strategy, and creative direction. I used ChatGPT to generate the initial strategy and then edited and refined it to fit my own vision for AUREL SKIN.

2. Visual Research & Moodboard Development 

Tools: FigJam and Envato Assets

I translated the strategy into a visual direction, exploring luxury skincare logo references, typography, colors, textures, photography styles, packaging, and overall atmosphere. I used visual research to establish a cohesive direction before designing. 

I organized the visual references into a moodboard, focusing on the elements that could define the AUREL SKIN world — elegant typography, earthy textures, botanical subtlety, warm luxury, and minimal packaging.

3. Logo Design & Refinement 

Tools: Adobe Illustrator and Coolers Using the moodboard I explored elegant serif typefaces through Envato assets and tested typography that could work for a refined luxury skincare wordmark and broader brand identity. 

I customized the wordmark and refined the logo. 

I developed the core palette around deep botanical forest green, warm alabaster, and muted champagne gold, then applied the colors consistently across the identity. 

I then developed the logo system and typography hierarchy around it. 

4. Brand Imagery and Human Direction 

Tools: Envato ImageGen and Image Edit 

This was a key part of the process. My initial AI direction felt too clinical and pharmaceutical, so I deliberately changed course toward a more botanical and earthy interpretation of luxury.

I generated and refined imagery based on this new established moodboard and visual direction. 

I also rejected AI-generated visuals that looked technically impressive but felt generic, cliché, or disconnected from the brand. I refined and edited the outputs until they aligned with the intended brand character. 

5. Mockups &Product images 

Tools: Envato Assets and Adobe Photoshop I explored Envato mockups and applied the identity to real-world brand applications using photoshop to test how the logo and visual system performed beyond the artboard. 

I also generated 5 product images using Envato ImageGen and Image Edit to refine and put in packaging mockups. 

6. Final Brand Identity 

Tools: Adobe Illustrator, Adobe Photoshop, and Envato I brought everything together into a complete identity system: logo, color palette, typography, imagery, and mockups — creating a cohesive visual world for AUREL SKIN. 

That was my process and human by design challenge idea, Feel free to share your thoughts.