Smirnoff Generator

Innovation needs speed and precision. For Diageo’s Smirnoff team, we created a first-of-its-kind AI-powered packaging design tool, built to generate compelling concept visuals in seconds—helping brand teams move faster while keeping creativity at the core.

Designed for a high-profile internal summit, the AI tool allowed teams to experiment with new packaging ideas in real-time. By training the model on Smirnoff's brand world, we ensured generated concepts remained visually relevant, while a frictionless UX enabled effortless exploration of design possibilities.

With a proactive prototype reflecting Diageo’s innovation-driven mindset, the experience blended AI efficiency with human creativity. Close collaboration with Diageo’s legal and development teams ensured best-practice AI implementation, setting a new standard for how the brand approaches ideation.

Highlights – The tool reimagined what’s possible in packaging design, delivering instant, high-quality inspiration while demonstrating the future of AI-assisted creativity.