AI Showcase
Project: Mr Munchie • AI Brand Concept
Contribution: Creative Direction, AI Imagery, Copy
This is a fictional snack brand built with AI.
Born from my personal obsession with hangover food and greasy textures, this concept explores how far generative tools can be pushed to develop a full brand direction from scratch. From identity and copy to tone and mood, every visual was crafted using AI; to test how storytelling, branding and food aesthetics can collide in a bold, stylized way.
AI helps me prototype fast; whether it’s for social content, print, or brand world building. This case shows how AI can support brand direction by turning abstract ideas into clear visual language, fast and on-brand.
Visual tone of voice
Fast food but styled | Modern edge with a vintage twist | Bold and playful | Young-spirited | Not gourmet, not McDonald’s, something in between | Modern nostalgia
Logo design
Logo direction
Inspired by vintage American fast food branding, this stylized wordmark uses a baseball-style script with an edgy twist. The dripping “House of Grease” swoosh adds a playful, greasy accent; a visual cue that can return as a signature element throughout the brand universe.
Food Visuals: Packshots & Canteen Shoots
Packshots & Canteenshots
To test visual consistency and AI flexibility, I created three food favorites; a burger, grilled cheese and carbonara. Each in two styles: floating packshots and contextual canteenshots. The drips were key to this test: could AI capture that greasy, craveable detail in both stylized and realistic settings? By showing the logo in context, the canteenshots also explore how visual identity translates across content types; from product focus to branded storytelling.
Content Visuals: Lifestyle & Location Shoots
Brand atmosphere and content direction
I experimented with different types of lighting, camera styles and model archetypes; all AI-generated under my creative direction. Inspired by casual snapshots and stylized lifestyle shots, these visuals bring Mr. Munchie to life in context: food, people and vibe together on screen.
P.S. Yes, that’s Ewan McGregor. And yes, I modelled too, obviously.