Natural* cosmetics
Self-initiated / Natural*
The Natural project was created as an experimental case study to showcase the potential of generative AI tools in the comprehensive process of brand building. Our goal was to design a complete brand identity – from the idea to the final promotional materials – while maintaining a consistent art direction, which became the key challenge of the project.
Natural is a brand of natural cosmetics aimed at women, focusing on minimalism, authenticity, and harmony with nature. The brand concept revolves around the values of silence, calmness, and the purity of nature, which needed to be reflected in its visual aesthetics and every aspect of its visual and auditory communication.
The creative process was based on a clearly defined workflow (presented in the diagram), which included seven stages: from working on the idea, through branding and prompting, to creating the final concept, encompassing both static mockups and dynamic video materials.
The work on the project began with establishing the conceptual foundation of the brand using generative AI tools. With the help of ChatGPT and Claude, the core values and messaging of the brand were developed, based on market analysis and consumer trends. These tools facilitated the creation of a cohesive vision that became the basis for subsequent design activities.
The next step was developing the brand’s visual identity. Using MidJourney, initial visual concepts inspired by nature were generated – subtle landscapes, minimalist compositions, and aesthetic frames that reflected the brand's values.
Once the static materials were completed, we moved on to creating dynamic content. Tools like Runway and KlingAI enabled the generation of videos showcasing the brand’s products in motion, set against nature-inspired backgrounds.
The result of this work is a cohesive and unique brand identity for Natural, which not only stands out visually but also perfectly resonates with its core values. The minimalist aesthetic, emphasizing the purity of the product, combined with inspiration from natural landscapes, has created a brand that appeals to the senses and emotions of its audience.
The Natural project demonstrated that generative AI can be a key partner in the creative process, inspiring new approaches and enhancing creative capabilities. It is proof that technology and creativity can work together to deliver innovative solutions for the branding industry.
