URWUE, short for “YOU ARE WHAT YOU EAT,” is a playful apparel brand that celebrates the intersection of food and individuality through quirky designs. Using AI tools, I set out to create a full brand identity by leveraging research and market studies 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.