At Bravo Design, we thrive on embracing challenges and pushing the boundaries of creativity. We knew we had a unique opportunity to create something groundbreaking. Our mission was to conceptualise packaging that seamlessly fused the traditional essence of South African storytelling with cutting-edge modernity. The result was a revolutionary prototype packaging for an Agave spirit, and our journey into uncharted territory began.

This is the story of Karoo Mermaid.

Approach: You can’t hide from AI. It has arrived.

Seeking to create a product authentically rooted in South African culture, we drew inspiration from the folklore of Karoo Mermaids to unveil their packaging prototype for a craft Agave spirit, made from the indigenous plants which grow in the semi-arid Karoo landscape.

Here, our research led us to rock art paintings depicting creatures with the upper bodies of humans, and fish-tails, on the walls of caves high in the mountains. South Africa’s culture is rich with fabled storytelling and myths, but we found the folklore of Karoo Mermaids especially intriguing.

We then took the unconventional route of incorporating AI to guide the design’s conceptual journey. We merged centuries-old creative storytelling with modern technology to ultimately display what a product that embodies both futuristic design and the soul of creativity. We harnessed AI tools including ChatGPT and Midjourney, which creates images using prompts, acknowledging that AI, while promising, required expert guidance to achieve desired design outcomes.

AI was more than just a tool; it became an indispensable member of our team, reshaping our perspective on design and innovation. We harnessed its capabilities to explore new dimensions of creativity and to visualize ideas that were previously hard to explain.

Result: An impossibly beautiful design that pushes design into new frontiers

To bring our concept to life, we collaborated with industry leaders and partners ESTAL, Avery Dennison, and Leonhard KURZ. These packaging leaders provided us with cutting-edge materials, pantones, and techniques that became integral to our design. The heart of our creation was a glass bottle, meticulously crafted to echo the grandeur of mermaids. The bottle’s base, mirroring the mythical pools of the Karoo, added a stroke of brilliance. Furthermore, we incorporated a colour-changing foil, a prototype engineered exclusively for our project by KURZ. This foil mimicked the mesmerizing interplay of light on mermaid scales, enhancing the overall aesthetic.

Challenges: When the sky is the limit you need to pick your thermals

One of the primary challenges was deciding on the concept for this open brief project. Additionally, aligning production timelines with design, particularly for the glass bottle, posed a significant challenge. Incorporating AI into the creative process was a learning journey. We experimented with various prompts, discovering AI’s strengths and weaknesses, and continuously improved our approach. Managing the integration of the colour-changing foil was made possible through collaboration with KURZ. This innovative material added a unique dimension to our design, resembling the ever-shifting colours of mermaid scales. This application didn’t exist until we requested it, and KURZ essentially created a prototype foil for us.

New Frontiers: Anything is possible.

Our project pushed the boundaries of design by combining complexity in printing with the use of innovative materials. We ventured into uncharted territory, merging traditional South African narratives with modern technology and AI. Unlike other creative agencies, we didn’t fear AI but embraced it.

We learned not to fear the unknown and to foster collaboration with top partners for unlocking new ideas and innovations. Choosing an authentic story is crucial for brand success. Our story, inspired by ancient rock art and AI, yielded beautiful colours and a compelling narrative.

This is the realm of limitless possibilities – and BRAVO bravely accepted the challenge. This project took eight months to complete, and in the process, our team entered a new frontier of graphic design. We embraced artificial intelligence, and in doing so, charged towards a new, exciting, and limitless future.

There is no hiding anymore. AI has arrived, and we are ready for it.