But what happens when AI enters the mix? With lots of noise around the use of AI across all industries, we asked our brilliant Design Director, Caroline Kaye, to share her view of AI, through a creative lens:
I believe AI isn’t replacing creativity, it’s empowering it.
A sharp tool, adding momentum, speeding things up. But speed can never come at the cost of quality, and with the right approach, AI can give you both.
Design always starts with a feeling. Pure human emotion.
AI will never replicate that.
That spark, that instinct, that “what if?”
A flicker of inspiration can become something extraordinary.
AI doesn’t get in the way of that. It lifts it.
Tools like AI help take a sketch of an idea and stretch it into multiple directions. Whether that be a colour variation, a structural concept, or a new storytelling angle.
AI pushes boundaries, helps us explore more, and gives us time back to focus on what really matters: the story, the emotion, the connection. No matter how advanced the tech, the human touch matters.
With a trained creative eye, intelligent prompts and thoughtful direction, AI can reflect what we feel. It can add depth to ideas.
It’s about exploration, not emotionless automation.
In a world flooded with AI-generated everything, curation becomes power. Knowing what to keep, what to edit, what to push. That’s where the real magic lies.
It doesn’t strip the feeling away. It sharpens it.
There when we need it. Quiet when we don’t. It’s our creative sidekick.
Magic and Logic. Together, that’s how we build better, bolder, more brilliant brand packaging.
You can see some of the packaging and brands that Caroline and the Creative team have launched here, all unique and created by humans.