Label Design ⏐ 2025
Gerai The Foodloft / 客 來
Design: Gan Aaron
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House-branded retail products were once developed only by food & beverage franchised chains that could afford its research & development. Today, family-owned eateries no matter the scale saturates the market-share thanks to lowered cost barriers. This meant access for localised artisans to share their specialties that are less-mainstreamed with fans and loyal customers.
Their Original: Opened availability of design apps and platforms also meant easy access for business owners to DIY identity and collateral designs required for their businesses. In most small-scaled food & beverage sectors, design took a back seat as long customers return for its taste. This serves a reminder for designers to examine their role in commercial design where cost is involved.
Our Suggestion: From our perspective, discrepancies need to be raised in an effort to educate the client, and sometimes a risky one if not initiated by the then. Our approach is to suggest refinements instead of a makeover, as businesses with enough followers already familiarised with its current brand identity should remain as is, unless the business is taken to a next level.
Communicating with clients who are well-versed with the use of 'A.I.' generated visuals and motion, we had our first experience managing expectations under such context.
Their brief via a project manager, attached with 'A.I.' generated visual references and points, were the most thoughtful that we have ever received. Thanks to both parties, we were able to focus on design and dateline instead of allocating more time for back-and-forth revision and verification during alignment phases.
Yet should we agree to disagree that 'Artificial Intelligence' is indeed anything but intelligent, that it is a mere super-efficient compiler able of various output formats, its impact on designing needs to be addressed first within the area of educating clients, instead of how it is and will be changing the creative landscape.
As change will never halt, so long as hardware continues to thrive followed by softwares to feed a neverending appetite for efficiency.
Our concern is of a double-edged sword. Do we cater to client's need with the use of 'A.I.', or do we share with them on the consequence of doing so, yet leaving the decision entirely in their hands as a service.
Or perhaps accepting the fact that changes are inevitable, it had been across time, that our focus is to adapt in humility with new solutions.
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