SWIN HUANG

URWUE

URWUE, short for “YOU ARE WHAT YOU EAT,” is a playful apparel brand that celebrates the intersection of food and self-expression through quirky designs. Using AI tools, I set out to create a full brand identity by leveraging research, market studies, and copywriting with ChatGPT, Claude, and Perplexity, along with image generation using Midjourney and Adobe Firefly. The logo mark and animations were crafted without the use of AI tools.

Role

Founder / Creative Director

AI Tools:

Research - ChatGPT, Claude, Perplexity

Copywriting - ChatGPT, Claude

Image Generation - Midjourney, Adobe Firefly

Role
Founder / Creative Director

AI Tools
Research - ChatGPT, Claude, Perplexity
Copywriting - ChatGPT, Claude
Image Generation - Midjourney, Adobe Firefly

Responsibilities

AI Prompting
Strategy
Creative Direction
Art Direction
Brand Identity
Web Design
Packaging Design

Responsibilities
AI Prompting
Strategy
Creative Direction
Art Direction
Brand Identity
Web Design
Packaging Design

DESIGN SYSTEM

Wordmark

The URWUE wordmark captures the brand’s playful spirit with each letter slightly tilted, giving it a sense of energy and spontaneity. Animated typography adds movement and feels like it’s mid-dance. It grooves, it bounces, and it invites you to join the party—where food and fun dance hand in hand.

Color Palette

URWUE’s color palette is bold and playful—black, white, and a sunny yellow. This high-contrast trio reflects the brand’s confidence and energy: Simple, striking, and full of personality.

Color Palette

URWUE’s color palette is bold and playful—black, white, and a sunny yellow. This high-contrast trio reflects the brand’s confidence and energy: Simple, striking, and full of personality.

Font

A modern monospaced typeface with personality — Azeret Mono. Though both the wordmark and brand type use the same font, they convey distinct vibes. The wordmark feels lively and offbeat, with tilted letterforms that dance across the logo, while the brand type offers clarity and consistency. Together, they highlight URWUE’s playful duality—structured yet spirited, simple yet full of surprise.

Font

THE BREAKFAST COLLECTION

URWUE’s debut drop turns breakfast favorites into wearable statements. From eggs and toast to pancakes and bacon, each piece celebrates the joy of food and self-expression, with playful embroidery and vibrant visuals bringing these morning staples to life.

You are what you eat. So—who are you?

A Feast You Can Wear

URWUE isn’t just something you wear. It’s a wearable playground for anyone who believes what you eat says something about who you are. It’s bold. It’s weird. It’s fun.

Beyond apparel, URWUE delivers bite-sized knowledge through newsletters and social media content, serving up food trivia, quirky histories, cultural curiosities, and even recipes for the curious and the hungry.

A Feast You Can Wear

URWUE isn’t just something you wear. It’s a wearable playground for anyone who believes what you eat says something about who you are. It’s bold. It’s weird. It’s fun.