Coffee & Go: AI-Powered Branding Project
An experimental branding project developed for my Master’s in Artificial Intelligence, exploring how AI can support the creation of a coffee-to-go brand from visual identity to digital communication strategy.
Coffee & Go is a conceptual branding project created as part of my Master’s in Artificial Intelligence. The aim was to explore how AI can be integrated into a professional branding workflow, not as a substitute for design, but as a creative support tool.
The project covered the full development of a fictional eco-friendly coffee-to-go brand, including naming, visual identity, packaging, digital communication strategy, audiovisual content, and ethical reflection.
Project Information
- Project: Master’s Thesis Project
- Client: Self-initiated academic project
- Sector: Coffee shop / Food & Beverage
- Role: Branding, art direction, visual design, AI-assisted creative development
- Tools: ChatGPT, Freepik AI, Midjourney, Runway, Suno AI, ElevenLabs, Illustrator, CapCut
- Year: 2025
The Challenge
The challenge was to build a coherent and appealing brand system using AI tools across different stages of the creative process, while maintaining strategic clarity, visual consistency, and human design judgment.
Rather than relying on automated outputs alone, the project required selecting, refining, correcting, and directing each result to ensure the final brand felt credible, functional, and visually consistent across applications.
Services
- End-to-end brand development
- AI integrated into a real design workflow
- Strong visual coherence
- Critical and ethical perspective
I began by defining the brand concept and naming, then developed the visual identity system for Coffee & Go. This included the logo, a custom typographic direction, color palette, graphic resources, and a playful iconographic language designed to make the brand memorable and friendly
Once the identity system was established, I applied it to packaging and realistic mockups. The goal was to test how the brand would perform across real customer touchpoints and to evaluate its visual consistency in practical, commercial contexts.
The project also included a digital communication strategy tailored to the brand’s target audience. I defined a customer persona and structured content ideas for social media using a TOFU, MOFU, and BOFU approach to connect branding with marketing objectives.
To extend the brand into digital storytelling, I created audiovisual pieces and social media content, including a virtual influencer concept and promotional video assets. This allowed me to explore how AI can support branded content production beyond static design.