E-commerce Brand Concepts
Brand Identity · E-commerce · Digital Art Direction · AI-assisted Image-making
Developed in parallel for two contrasting e-commerce briefs, Tru-North and Satin Orchard explore how generative AI can form part of a disciplined professional design process.
AI-assisted image-making accelerated exploration and supplied source material, while art direction, selection, editing, compositing, typography and interface design shaped the finished work. The aim was to build two coherent and deliberately different retail worlds within a compressed schedule.
Tru-North
An outdoor performance and lifestyle concept combining technical credibility with a restrained Scandinavian sensibility. The identity grew from contour lines and mountain forms, developing through a series of routes before being applied across apparel, packaging and a responsive storefront.
Satin Orchard
Positioned as an accessible, high-street beauty brand, Satin Orchard takes a darker, richer and more sensual approach than the pale minimalism often associated with the sector. The identity draws on Eden, temptation and forbidden fruit, bringing together a cut-out monogram, lush campaign imagery, product packaging and e-commerce direction.
