AutoPilot2024Project InformationAutoPilot was born out of a passion for coffee and the desire to capture the emotional experience that surrounds this daily ritual. Unlike many coffee brands that focus on heritage or bean origins, AutoPilot emphasizes the states of mind people enter when craving an energy boost. The concept of “daydreaming” and the surreal mindset brought on by repetitive tasks inspired the brand’s exploration of mythical worlds and space travel as visual themes. In this way, AutoPilot positions coffee as more than fuel—it becomes a gateway to another state of being.
Identity SystemThe brand’s visual identity is anchored in a glowing gradient color palette that mirrors the feeling of being energized. Typography, influenced by vintage sci-fi movie posters, adds a bold geometric structure that complements the rest of the astrological design toolkit. Cartography-inspired linework references maps and futuristic games, lending structure to layouts that might otherwise feel fluid and dreamlike. Together, these elements create a system that feels both grounded and otherworldly, reflecting the balance between routine and imagination.IllustrationIllustration and iconography extend this system by using simplified geometric forms, echoing the way our memories distill repetitive experiences into essential shapes. A distinctive part of the brand’s art direction is the use of AI-generated imagery, which brings fantastical environments to life. These dreamlike landscapes blur the line between reality and imagination, providing the perfect stage for AutoPilot to exist. By combining design, storytelling, and technology, the brand immerses users in a surreal yet relatable world fueled by the ritual of coffee.CreditsStudioPersonal
ApplicationsNaming, Strategy, Identity, Illustration, Packaging, Art Direction, Digital Design