Chut

Chut is a fictional wellness-tech brand I built as an exercise in functional nutrition branding. The idea was to make the future of wellness feel fast, transparent, and electric.

When it came to the product, I designed the labels around striking colours, bold typography and dynamic elements throughout. I wanted each bottle to feel impactful and alive, a colourful, high-energy design that could hold its own on a shelf.

Design of the labels + mockup image

With the labels finished, I built a mockup of the juice and started generating imagery with AI. The goal was to build out a whole universe for Chut that felt real and contemporary, with product shots, environments and people all tied to the brand.

The next step was the commercial ad. I put together a moodboard and a storyboard, then generated a still image for each scene. Those stills became the starting frames for the AI video generations, which I cut together in Premiere Pro to build the final piece.

Commercial ad made for Chut

To close it all off, I built a landing page for the brand. I was learning Webflow at the time, so this felt like the perfect excuse to put it into practice and give the identity a real product touchpoint.

Hero section of the landing page made for Chut

Chut ended up being as much a brand exercise as a process exercise. Designing the identity, mocking up the product, generating imagery and the ad with AI, and building the site in Webflow pushed me across a lot of tools, and gave me a much clearer picture of how AI fits into a modern creative pipeline.