Брендинг сарептской продукции глазами AI
Данный проект демонстрирует возможности искусственного интеллекта в переосмыслении брендинга существующего проекта. При помощи нейросетей реализованы все этапы визуального составления бренда: айдентика, промо-материалы, упаковка, пространство. В качестве исходного материала был выбран проект, связанный с организацией по производству сарептской продукции. Бренд создает продукты с необычными вкусовыми сочетаниями, имея при этом долгую историю, которая уходит корнями в русско-немецкую идентичность.
Исходный брендинг
Логотип
В процессе работы над переосмыслением проекта были использованы следующие нейросети: Ideogram, Leonardo AI, ChatGPT v2, DeepL, MyFonts и Adobe Color. Основой послужили стилистические и визуальные решения, исходящие из небольшого исследования истории бренда. Помимо прочего, во время работы над проектом было замечено, как нейросеть при первичных генерациях сама считывала нужный визуальный ход, даже когда я его не уточняла.
Генерация логотипа была выполнена при помощи Ideogram.
/imagine prompt: Сreate a logo for the company 'Sarepta', based on the traditions of a 19th-century German settlement, preserving unique food recipes with unusual combinations. The style emphasizes cultural heritage through restrained design and natural shades. the logo should be on a white background
Шрифты и фирменные цвета
Для подбора шрифтовых решений использовался ресурс MyFonts. Для создания визуальных материалов были задействованы нейросети Leonardo AI и Ideogram, что позволило сформировать новое представление об организации. При этом Chat GPT помогал с более подробным описанием картинок для генераций. Затем изображения были загружены в Adobe Colors для анализа и подбора подходящих цветовых комбинаций, что помогло разработать более точные промпты для последующих генераций.
В основном визуальный образ строится на природных цветах и оттенках коричневого. Для упаковки продукций используются более красочные цвета. За счет чего итоговые фирменные цвета вышли достаточно объемными.
Канцелярия
Генерацию носителей я начала с канцелярского набора.
/imagine prompt: A photo of a mockup with a set of stationery items arranged neatly and symmetrically. There’s a straw, an envelope, a business card, a pencil, and a notebook. The business card has the company name 'Sarepta'. The design is influenced by the typography and style of the 19th century in Russia and Germany
Упаковка
Сарептская продукция включает в себя следующие товары: горчичный чай, морковный чай, степной чай, арбузный кофе, арбузный мёд и горчичное масло.
Исходя из необычных вкусовых комбинаций, который при этом сохраняют определенную историчность, было интересно, как ИИ визуализирует продукты. При генерациях уточнялась необходимая айдентика. В основном упаковочная продукция представлялась так, будто она находится в фирменном магазине. Но также есть и визуализация в среде супермаркета.
/imagine prompt:
1. A photo of a vintage mustard tea packaging for 'Sarepta', named in honor of the German settlement near Volgograd. The packaging has a vintage design with a gothic font and an old-fashioned crafty style. next to the packaging, There is a metal cylindrical jar for brewing tea. The jar contains the yellowish mustard tea. There’s also a transparent cup with a plate, filled with the tea, placed next to the jar 2. A photo of a vintage-style packaging for 'Sarepta' steppe tea and carrot tea. The packaging has a gothic font and an old-fashioned crafty style. The background is a light and calm setting, with a few herbs and tea bags placed on a wooden board. There’s a rustic basket beside the board 3. A photo of a vintage-style three-packaging, one for steppe tea, next for mustard tea and another for carrot tea for 'Sarepta', displayed on a supermarket shelf. The packaging is designed in a gothic font and an old-fashioned craft style. They are placed next to other products. The overall atmosphere of the image is warm and modern
/imagine prompt:
1. A photo of a vintage-style watermelon coffee packaging for 'Sarepta', a coffee brand named in honor of the German settlement near Volgograd. The packaging is a vertical and narrow, light brown box package with a vintage design. The box has a hand-crafted style and features a light brown background with the text «Sarepta Watermelon Coffee» in a gothic font. There are no illustrations on the packaging. A few coffee beans are scattered next to the package 2. A photo of a vintage-style packaging for 'Sarepta' watermelon honey. The packaging is made of glass and has a cork stopper. The label is printed on a brown paper and wrapped around the jar. The label has a gothic font. The background should be calm 3. A photo of a vintage glass bottle containing 1 liter of mustard oil for 'Sarepta'. The bottle is placed on a wooden surface. The packaging has a vintage design with a gothic font and an old-fashioned crafty style. Next to the bottle, there is a wide box of oil with a label. The background contains old-fashioned, crafty-style decor. The box should be commensurate with the bottle, and the color of the oil should not be too yellow, more like regular oil
Также было решено сгенерировать упаковки холодных чаев и кофе, чтобы продукт был более молодежным и повседневным.
/imagine prompt: A photo of a person’s hands holding four vintage-style 350 ml aluminum cans. The cans contain cold drinks: steppe tea, carrot tea, mustard tea, and watermelon coffee. The cans have a gothic font and an old-fashioned crafty style. The background is blurred and contains a wooden table and greenery
Еще было решено добавить визуализацию сувенирной/подарочной комплектации всех продуктов. Дизайн для них получился немного премиальнее.
/imagine prompt: 1. A photo of an opened kraft box on a wooden surface. Inside the box, there are various products, including steppe tea, carrot tea, mustard tea, and mustard oil. The mustard oil is in a glass bottle with a cork stopper. Next to the bottle, there is a wide box of oil with a label. The design of the products contains old-fashioned, crafty-style decor. The label on the basket has the text 'Sarepta' in a gothic font 2. A photo of a basket filled with various products, including a mustard oil in a glass bottle with a cork stopper and a wide box of oil with a label. The basket is placed on a wooden surface. The design of the products contains old-fashioned, crafty-style decor. The basket is wrapped in chiffon film and tied with black thread. The label on the basket has the text 'Sarepta' in a gothic font. The basket has one large support handle and is wrapped in cellophane film and tied with black thread
Дополнительные носители
Были также созданы варианты дополнительных носителей, продвигающих бренд.
/imagine prompt: A photo of a rustic countertop in a store or cafe. On the counter, there’s a modern-looking point-of-sale machine. Adjacent to the machine is a brown paper bag with the brand name 'Sarepta' printed in black gothic letters. The bag also has a tagline that reads 'Sarepta Products from Ancient Recipes'. In the background, there are shelves with various items, possibly products for sale, and a glass container with some items inside. The ambiance suggests a rustic or vintage setting, with wooden elements and warm lighting
/imagine prompt:
1. A photo of a man standing on the street with a shopper bag hanging on his shoulder. The bag is branded 'Sarepta' and has a gothic font. The bag has an old-fashioned crafty style and shallowly says 'since 1782'. The background is blurred 2. A photo of a woman wearing an apron with the text 'Sarepta' and a gothic font. The apron has an old-fashioned crafty style and says «since 1782». The background is blurred and contains shelves with various products. The woman is standing in the store of the company that produces the products 3. A photo of a young woman standing in an urban setting with a beige t-shirt that has the brand name 'Sarepta' and the tagline 'SINCE 1782' printed in black. The t-shirt has a knot tied at the front. She also wears a silver chain necklace. The background reveals a paved pathway, possibly a plaza, with some architectural structures visible
Промо-материалы
Важным при создании брендинга также было сгенерировать промо-материалы. Которые должны рекламировать и презентовать продукты в различных средах.
Биллборды
1. /imagine prompt: A photo of a vintage and minimalistic billboard on the side of a building with a modern advertisement for Sarepta. The billboard has a white background and earthy-colored text written in gothic fonts. The text says 'Sarepta: healthy products from old-fashioned recipes'. There are rectangular packages of three types of tea — carrot tea, mustard tea, and steppe tea. The background contains a depiction of the steppe
2. /imagine prompt: A photo of a vintage and minimalistic billboard on the side of a building with a modern advertisement for Sarepta. The billboard has a white background and earthy-colored text written in gothic fonts. The text says 'Try the ancient recipes of Sarepta'. The background of the billboard contains a depiction of the steppe and the text should fit in with the steppe landscape background. The scenery overlaps the text a little bit. The billboard is a little more remote
Постеры
1. /imagine prompt: A modern, eye-catching, advertising poster for Sarepta company. The poster features a glass jar of 'Watermelon honey' in the middle, and a package of 'Watermelon coffee' next to it. The jar and package are placed on a wooden board. The background contains a realistic photo of a steppe landscape. The company name, 'Sarepta', is printed in a gothic font and is very small. The slogan 'With love from Sarepta' is written at the bottom. The overall design is minimalistic 2. /imagine prompt: A photo of a modern advertising poster for the Sarepta company. The poster has a minimalistic design with a large glass bottle of mustard oil labeled «mustard oil» and a package of mustard tea labeled «mustard tea». Both the bottle and the package are placed on a wooden surface. Mustard flowers are placed next to the bottle and the package. The background contains a realistic photo of a steppe landscape. The company name 'Sarepta' is printed in a gothic font. The writing on the labels and the slogan 'With love from Sarepta' at the bottom are also in the gothic font and are very small
/imagine prompt: A modern and minimalistic poster with the dimensions 60 cm by 90 cm. The poster is set in an urban environment and where it says in gothic font 'Welcome to a picnic of degustation! '. In the background of the poster, there is a photo of a sunny steppe landscape with a covered plaid laying flat on the earth and people sitting on it. There are some lots of packages of tea and coffee and a little bit of watermelons slices and tea cups that are laying on the plaid. The name of the company 'Sarepta' is present in a gothic font with small characters. The text says '29/05 at 12:00 am, photo'
В ходе работы была еще создана такая рекламная фотография, которая показалась мне удачной, и я решила ее добавить в презентацию. Данное изображение можно использовать как промо-материал на баннерах, сайте, социальных сетях.
/imagine prompt: A young woman in an outdoor setting, sipping from a can labeled 'Carrot Tea'. She wears a simple t-shirt and has her eyes closed, seemingly enjoying the moment. The background is an open field with a clear sky. Overlaying the image, in gothic-style text, is the phrase 'Load up on Sarepta products'
Также я решила создать промо-материал в виде стикера на продуктовой корзинке. Она могла бы находиться в супермаркете, но при этом продвигала бы сарептский бренд.
/imagine prompt: A photo of a black shopping basket with a label inside reading 'Taste Sarepta' in a gothic font. The basket is placed on the floor, and we are looking down at the label at the bottom of the basket. The background reveals multiple shelves filled with a diverse range of products, including canned goods, boxes, and other packaged items
Пространство
Важным было ещё сгенерировать визуализацию пространства бренда. Были созданы изображения с интерьером и экстерьером фирменного магазина 'Sarepta', а также производственный цех. В промптах соблюдалась необходимая стилистика, которая из графического дизайна перешла в дизайн интерьера и архитектуру.
Интерьер
/imagine prompt: A photo of a modern interior with a vintage design, named 'Sarepta'. The space has a gothic font and an old-fashioned crafty style. There are visitors in the space. The product display cases are neatly arranged. The merchandise includes mustard tea, steppe tea, carrot tea, mustard oil, watermelon coffee, and watermelon honey
/imagine prompt:
1. A photo of a vintage-style shop named 'Sarepta'. There are various non-dairy flavor products on display, including mustard tea, steppe tea, carrot tea, mustard oil, watermelon coffee, and watermelon honey. The shop has a gothic font and an old-fashioned crafty style. There are visitors in the shop, and the merchandise is laid out in an orderly fashion. The place is bright and minimalistic 2. A photo of a modern space called 'Sarepta', named in honor of the German settlement near Volgograd. The packaging has a vintage design with a gothic font and an old-fashioned crafty style. The brand is engaged in the production of non-dairy flavor products: mustard tea, steppe tea, carrot tea, mustard oil, watermelon coffee, watermelon honey. The image has a cash register with a vendor, as well as displays of merchandise
Экстерьер
/imagine prompt: A photo of a modern exterior building with a vintage design, named «Sarepta». The building has a gothic font and an old-fashioned crafty style. The building’s style is countryside and fairly minimalist. The space is located in a modern city and occupies 2 floors of the building. The exterior has high ceilings, and the windows are 5 meters high. Through the windows, we can see a modern store interior with a rustic design theme named «Sarepta». The decor combines natural wood textures and muted, earthy colors, complemented by dark blue and warm lighting that creates an inviting atmosphere. A counter displays a range of locally produced goods, and a cashier assists customers, reinforcing the shop’s artisanal and heritage-inspired branding
Производственный цех
/imagine prompt: A photo of the 'Sarepta' factory with its old-fashioned crafty style. The factory has a countryside and fairly minimalist design, with natural wood textures and muted, earthy colors. The shop is clean and bright, with the right equipment for food production. There are workers in the shop, dressed in special working clothes. The company produces mustard tea, carrot tea, steppe tea, mustard oil, watermelon coffee, and watermelon honey. In the distance, the 'Sarepta' logo is visible in the gothic font
Ссылки на использованные нейросети:
Ideogram — изображения Leonardo AI — изображения ChatGPT v2 — для описания изображений нейросетью EXISTING_LINK_3_1761327899651_tqqii9×2k — поиск шрифтового решения Adobe Color — поиск фирменных цветов DeepL — переводчик
Промпт для обложки проекта
/imagine prompt: A photo of a young woman seated outdoors in a vast grassy field. She is wearing a simple beige t-shirt and is in the process of drinking from an orange can with gothic font text 'Carrot Tea' on it. The sky above is clear with a hint of clouds, suggesting a pleasant day. The horizon reveals a distant line of trees, and the overall ambiance of the picture is serene and relaxed