GRUFF Lip balm Launch
GRUFF | Built Tough. Made Soft.
An AI-driven brand creation and product launch concept.
What if a lip balm looked as tough as the men it was made for?
Meet GRUFF. A fictional men's lip care brand built around one simple contrast: a rugged steel-and-copper exterior protecting a soft, nourishing lip balm inside.
I developed the entire concept from scratch, including the product idea, brand positioning, naming, logo, packaging design, visual identity, and launch creative.
Using AI as part of my creative workflow, I brought GRUFF from an initial idea to a fully visualized product and launch campaign.
My creative scope:
- Product concept & creative direction
- Brand naming & positioning
- Logo & visual identity
- Packaging concept & design
- AI-generated product visualization
- Launch concept & creative assets
- Published
October 20, 2026
