Roasterz Coffee Co.

A Rapid-Fire Brand Identity Created in Collaboration with ChatGPT

ROLE: BRAND DESIGNER

Background

When my friend launched Roasterz Coffee Co., a new coffee shop concept, he sent me an AI-generated logo he had created using ChatGPT.

It had a bold, tattoo-inspired vibe — with stylized flames and a rough, handmade feel. He asked me to take that rough visual direction and refine it into a professional, polished brand identity.

An added layer to the challenge:

He also owns Heaterz, a hot chicken restaurant, and wanted the Roasterz brand to feel connected but clearly distinct — sibling brands, not twins. The visual identity for Roasterz needed to be hot, bold, and energetic like Heaterz, but also grounded in coffee culture.

Rethinking My Process

In my typical freelance workflow, I’d:

  • Start with moodboards and competitor research

  • Hand-sketch 15–20 rough ideas

  • Refine a select few in Illustrator

  • Present polished mockups to the client

But in this case, I flipped the script.

As a dad with two small, active kids, I don’t always get long stretches of time to sink into creative work. So I embraced a more flexible, AI-powered workflow — one that let me be productive in short pockets of time throughout the day. I used ChatGPT as my creative partner from start to finish, guiding visual direction, testing concepts, and iterating in real time.

Original ChatGPT image sent to me from my friend at the beginning of the process.

The Design Process

Over a 6-day collaboration window, I guided the creative direction through a series of prompts and visual feedback loops with ChatGPT. We explored logo options that incorporated:

  • Stylized flame iconography

  • Coffee mugs and beans

  • The letter “R” as a central visual element

  • Gritty vs. clean aesthetics

  • Geometric vs. jagged linework

  • An earthy, coffee-forward palette (anchored by orange for continuity with Heaterz)

ChatGPT Prompts

  • "Make the flame look like it’s part of the R, not just sitting on top."

  • “Can you add more contrast between the cup and the flame?”

  • “Try simplifying the flame shape but keep it aggressive — not soft or bubbly.”

  • “Make the R more legible without losing the flame shape.”

  • “Use a heavier stroke on the outer edge only.”

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Final Logo Proofs

Reflections

This project represents a new way of working. My client used ChatGPT to spark the idea, and I used it to refine and finish it.

There was no Illustrator file until the very end. No sketches. No PDF proofs.

It was all done through conversation and iteration — a human-AI collaboration that let me move faster, explore more, and deliver something custom without sacrificing quality.

As a parent and designer, it reminded me that creative flow doesn’t require hours of uninterrupted time — just the right tools and mindset.

Oh — and I even made ChatGPT write this case study for me, too.

Because if it’s going to help me design logos between snack requests, sibling arguments, and backyard chaos, it might as well help tell the story afterward.

Outcomes

  • 27 Unique Images Created

    Generated 27 distinct logo concepts throughout the process.

  • 6-Day Creative Sprint

    Designed, refined, and adjusted over 6 consecutive days of rapid iteration.

  • Daily Design Rhythm

    Averaged 9 prompts and 4–5 image iterations per day, balancing creativity with real life.

  • Prompt-Only Workflow

    No Illustrator. No sketches. Pure prompt-driven design. Fast, focused, and fully digital.

  • 52 Prompts Exchanged

    Collaborated through 52 iterative prompts with ChatGPT to drive creative direction.

  • ~8 Hours of Total Design Time

    The entire process unfolded in short, focused bursts — proving that great work doesn’t always require long sessions.