Plume
Concept Brand Identity, HaircarePlume, Brand Identity Concept Campaign
Concept Campaign, In-House Demo WorkPlume is a concept haircare brand built in house to demonstrate a full brand identity, wordmark, packaging, and color system, paired with a ten shot AI generated photography campaign, produced without a physical product or a photoshoot.
Plume is a concept haircare brand built entirely in house to show how far a brand identity and an AI generated photography campaign can carry each other, from a single bottle render into a full ten shot campaign. Calibre Associates designed the Plume wordmark, packaging label, and emerald and coral color system, then generated a complete photography set around it: hero shots, lifestyle portraits, texture close ups, and flat lays, all without a physical product, a studio, or a photoshoot.
Concept Haircare Brand, In House Demo
Beauty & Personal Care (Concept)
Produced by Calibre Associates
- Prove a full brand identity and campaign can be built without a physical product or photoshoot
- Design a packaging label, wordmark, and color system that reads as a real retail brand
- Generate a cohesive photography set spanning hero, lifestyle, texture, and flat lay shots
- Show prospective clients what AI generated brand content can actually look like
Most AI generated product photography looks obviously synthetic, inconsistent lighting, a warped label, or a product that looks different from shot to shot. The challenge was building a Plume identity precise enough, and a generation process disciplined enough, that the bottle stayed consistent across ten very different shots, splash photography, a model mid laugh, hair caught mid flip, and a macro lather shot, all reading as one coherent campaign rather than ten unrelated images.
We treated this the same way we would treat a real client brand: define the identity first, packaging, wordmark, color system, and tone, then plan a shot list that a real campaign would actually need, hero, lifestyle, ingredient story, and call to action, before generating a single image.
Calibre Associates designed the Plume wordmark and packaging label, an emerald green bottle with a cream label and a coral accent, then built out a ten shot campaign: a hero splash shot, two lifestyle portraits with a model, a macro lather and rosemary shot, a shower niche shot, a water ribbon effect, an ingredient flat lay, and a plinth shot styled with a lock of hair, all generated to match the same product, lighting language, and color system throughout.
Campaign Gallery
A look at the campaign visuals and content produced for Plume, Brand Identity Concept Campaign.
Design Highlights
- Emerald green bottle with a cream label and coral rim light
- Rosemary and peptide complex packaging story
- Consistent hero lens language carried across every shot
- Water splash and ribbon effects used as a recurring visual motif
Campaign Deliverables
Business Impact
As an in house concept, Plume is not a live product or a paying client. It exists to demonstrate what Calibre Associates can build, a complete brand identity and a full photography campaign, generated without a physical shoot, ready to show prospective clients exactly what is possible.
- Demonstrates full brand identity design, from wordmark to packaging
- Shows a ten shot campaign generated without a physical product or studio
- Proves consistent AI product rendering across varied shot types
- Used as a live example when scoping brand identity work with new clients
Campaign Visuals Produced
Built by Calibre Associates
Related Projects
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