Branding and case study developed using generative Artificial Intelligence technologies, to experiment all the creative processes where AI can intervene. The result: a lot of time saved, but a clear learning: the key continues to be the human who controls the machine.
Category :
Branding, GenAI
Key concepts :
Recycle, slow fashion, rural & local businesses
Start Date :
April 2024
AI Tools :
Midjourney, ChatGPT, Adobe GenAI
hun: sweet proximity fashion
short form of honey: a way of speaking to someone you like or love, or someone who you want to be friendly to: "You OK, hun?" "Good luck, hun, and have a good day!"
As part of my GenAI education journey, I collaborated within
a dynamic creative team tasked with the challenge of "Product
Innovation: merging a culinary element with an unrelated brand." We used ChatGPT in different phases of the creative process: brainstorming, market research, design specifications and troubleshooting.
Nevertheless, human thinking and innovation was crucial in shaping our final concept: a fashion & jewelry brand, crafting from reclaimed materials derived from the honey extraction process.
Macadamia Estudio x Midjourney
fashion & jewelry made with recycled honey from small rural businesses
Honey extraction is an environmentally friendly process that remains artisanal in many places today, yet it generates various types of waste, including beeswax. Envisioning our brand in symbiosis with quaint rural honey enterprises served a dual purpose: mitigating waste while catalyzing socio-economic growth in Spain's underpopulated regions.
During this project, Midjourney helped me invision several ideas, including haute couture pieces for the runway, more urban and down to earth designs, or the aspect of the fabric if infused with honey or beewax. Moreover, the integration of Adobe-powered AI seamlessly streamlined the workflow with great efficiency.
Taking one step further, I developed the whole branding beyond imagery and photography: naming, logo, stationery, packaging and different applications and assets.
