OK. — brand and launch concept
OK. is a fictional drinks brand, with five flavours named after internet slang.
This project’s focus was on expanding beyond just imagery and motion, to touch on brand elements like logo, product form and purpose. AI was most important in the early stages, helping to define the brand and its key pillars, and to align the core ideas I wanted to explore in my typical absurd style, without leaning on common visual or design styles seen with drinks brands.
During early production and testing, Claude’s reasoning revealed that when mirrored, the mark resembles an “XO”. I then discovered that if you rotated the logo, it resembled a figure with the “O” as its bobblehead. After sending Claude on a fact-checking trip, it found a popular social media platform using a very similar mascot. So further work was stopped, but the diversity and simplicity of the logo was a welcome surprise.
Why it exists
I find drinks, whether as cans or bottles, to be easily generated by AI. They have interesting shapes, are scaled in such a way that they can be handheld, presented on surfaces realistically or floating to invoke a certain feeling, and all are interesting. Especially with label designs and colours/materials.
When starting work on the brand system’s logo and generating multiple logo styles in a single prompt, I saw how some of the balloon-like generations looked like they could be a bottle if given a cap. Functionally it made sense as well, with the full stop being a natural tipping point for the liquid.
To expand on the absurdity, rather than just use common names for the different flavours, I chose to lean into common internet slang. From there, I was able to explore more than just the drinks as a brand, and add a satirical and playful character to each drink’s “flavour”, aligning it with the visual presentation typically associated with those words.
“OK”, and maybe a thumbs up, is also universal: a word that people across all walks of life mostly understand. It’s simple and effective.
Left to right: with a play on common internet slang, each flavour was developed with a colour and finish that represented each word — OG, AF, TBH, MID and LIT.
The flavours
The idea of the bottle being a piece of messaging opened opportunities to generate imagery/motion which matched each, but also represented emotion and brand loyalty, or in this case, flavour association. It felt like a natural way to demonstrate how “cool” the brand aspired to be by directly speaking the language of its core target market.
Left to right: the label system — OG, AF, TBH, LIT and MID.
The labels
I researched each flavour and how they relate, to fill out the brief for an absurd drinks brand: what each word embodies, socially and visually. How do you bottle that feeling when holding a particular drink and its flavour?
TBH pictured. The cap originally sat on the top-right stem of the K. Moving it changed the whole silhouette, and the bottle only read as a drink once the cap sat where a drink’s cap should.
The bottle
The semi-functional bottle design made the project something worth exploring.
Every detail was researched in an attempt to generate this brand in the most accurate and realistic way possible. I scaled the bottle so it closely followed a 600ml bottle in overall mass.
If it were just the logo on a standard bottle or can, the concept would have been a parody of itself. Making the logo the bottle, with its own colours, finishes and labels, grounded it enough to believe. If any brand were willing to pay for custom glass, it would be possible.
Launch hero stills in a poster format, following a more restrained, minimal direction. Intended use would be TVCs, print and socials.
Launch lifestyle stills. Scenes typical of a drinks brand, pushed into soft, satirical absurdity.
AI models
Traditional tools
Notes
Initial idea discovered and developed in April 2026. The remaining 90% of the project was completed in August–September 2026.