HATAN
A self-initiated premium food brand concept developed through AI-assisted visual exploration, then manually refined and adjusted in Adobe Illustrator across identity, packaging and retail applications.
Independent portfolio concept — AI-assisted work clearly identified
Project Overview
The project explores how AI-generated visual directions can be shaped into a more consistent brand presentation through manual Illustrator refinement.
Created to explore a premium food identity across multiple applications.
Visual selection, brand consistency and manual refinement.
AI for visual generation; Illustrator for manual refinement and final brand adjustments.
A cohesive set of brand applications for portfolio presentation.
Stadium Delivery Campaign
A 15-second vertical concept extending the HATAN identity into a fictional stadium-delivery scenario. The campaign visuals are AI-assisted, while the HATAN brand elements and presentation were manually refined in Adobe Illustrator.
AI Concept → Illustrator Refinement → Final System
AI was used to generate and explore the visual direction. Adobe Illustrator was then used for the manual adjustments, cleanup and brand consistency shown in the final presentation.
Creative direction
Define a premium food-brand direction and the applications needed to present it as a complete visual system.
Visual generation
Use AI-assisted generation to explore brand applications, mockups and supporting visual directions.
Manual refinement
Refine brand elements, typography, proportions and visual details manually in Adobe Illustrator.
Brand consistency
Align the selected applications so the identity feels consistent across packaging, retail and digital touchpoints.
Portfolio presentation
Present the refined AI-assisted concept as a cohesive premium food brand case study.
Brand System & Applications
Images are presented at their natural proportions with no cropping so the identity and mockup details remain intact.
AI-assisted exploration refined into a cohesive brand system.
HATAN is an independent concept. AI was used for visual generation and exploration, while Adobe Illustrator was used for the manual brand refinements and final adjustments presented in this case study.