i began the project by brainstorming with chatgpt to explore possible brand directions, naming ideas, tone, and deliverables for a shrek-themed liquor collaboration.

from this exploration, i refined the concept by:

  • narrowing the audience and leaning into nostalgia + irony

  • shifting away from novelty flavors in favor of a luxurious, matte green bottle

  • focusing on strong, humorous microcopy rather than a single tagline

  • identifying experiential marketing opportunities, such as immersive pop-up events

  • exploring influencer partnerships to extend digital reach

concept development —

process.

project overview —

shrekquila is a speculative brand concept for a dreamworks’ whrek inspired tequila company. the goal was to generate buzz ahead of the shrek 5 release by tapping into nostalgia, humor, and internet culture while maintaining a premium feel.

  • objective: market and launch a new green-tinted liquor product

  • audience: older gen z & millennials (ages 23–35)

  • strategy: use irony, nostalgia, and meme culture to re-ignite cultural relevance while positioning the product as elevated and collectible

click here if you've seen enufffffff.

i used ai image generation to rapidly explore product visuals and physical brand touchpoints, including:

  • bottle form and color

  • label placement and iconography

  • physical signage and environmental branding

these early AI mockups helped define the desired aesthetic direction before refining details manually.

iteration + refinement —

after testing multiple ai tools, i selectively combined ai outputs with hands-on design techniques to achieve more precise results.

  • used ai outputs as starting points, not final assets

  • refined bottle shape, color accuracy, and label design manually

  • utilized photoshop generative fill and harmonize to clean backgrounds, remove text, and polish final imagery

  • balanced ai efficiency with designer control to maintain brand consistency and quality

visual exploration &
ai image generation —

made by

project overview —

shrekquila is a speculative brand concept for a dreamworks’ whrek inspired tequila company. the goal was to generate buzz ahead of the shrek 5 release by tapping into nostalgia, humor, and internet culture while maintaining a premium feel.

  • objective: market and launch a new green-tinted liquor product

  • audience: older gen z & millennials (ages 23–35)

  • strategy: use irony, nostalgia, and meme culture to re-ignite cultural relevance while positioning the product as elevated and collectible

concept development —

i began the project by brainstorming with chatgpt to explore possible brand directions, naming ideas, tone, and deliverables for a shrek-themed liquor collaboration.

from this exploration, i refined the concept by:

  • narrowing the audience and leaning into nostalgia + irony

  • shifting away from novelty flavors in favor of a luxurious, matte green bottle

  • focusing on strong, humorous microcopy rather than a single tagline

  • identifying experiential marketing opportunities, such as immersive pop-up events

  • exploring influencer partnerships to extend digital reach

process.

visual exploration + ai image generation —

i used ai image generation to rapidly explore product visuals and physical brand touchpoints, including:

  • bottle form and color

  • label placement and iconography

  • physical signage and environmental branding

these early AI mockups helped define the desired aesthetic direction before refining details manually.

click here if you've seen enufffffff.

iteration + refinement —

after testing multiple ai tools, i selectively combined ai outputs with hands-on design techniques to achieve more precise results.

  • used ai outputs as starting points, not final assets

  • refined bottle shape, color accuracy, and label design manually

  • utilized photoshop generative fill and harmonize to clean backgrounds, remove text, and polish final imagery

  • balanced ai efficiency with designer control to maintain brand consistency and quality