Case · AI

PicPac: branding and website design for an AI image product.

PicPac generates and edits product images with AI. To get people to try it, the brand had to feel approachable: bold colour, a light touch, nothing that looks like a settings panel. We built the identity around a pill in the wordmark and a pink you cannot mistake, and designed the site with a rotating cube of generated images and a claw machine as the key visual.

AI
Consumer AI product
Brand identity
Web design
Ukrainian

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PicPac · presentation Design preview: PicPac

A pill in the name

The wordmark carries a small pill after “PicPac”: the product is a quick fix for product photos. from the identity board

One colour

A saturated pink on the hero, black for the steps, white type; the brand is recognisable from the colour alone. from the identity board

A claw machine as the visual

A claw pulling a polaroid of a product: the idea of picking the image you want. from the identity board

The identity and the site concept

4 boards from the presentation

Cut from the presentation board: the whole board, the site’s first screen, a step of the process, the key visual. Pick a board or let them run.

1 / 4

The board. The presentation board: the site’s first screen, a dark process section and the claw machine key visual.

First screen. The site concept’s first screen: the wordmark with a rotating cube of generated product images.

A step of the process. A dark section explaining one step: final editing, where generated images are checked against real examples.

The key visual. A claw machine pulling a polaroid of a product: picking the image you want.

The project

Task, approach and delivery

The task

A consumer AI product lives or dies on the first try. If the brand looks technical, people assume the product is hard.

The identity and the site had to be designed together, so the tone of the mark carried into the page that asks for the first upload.

The approach

We built the identity on a single pink and a wordmark with a pill after the name, then designed the site’s first screen with a rotating cube of generated images so the product shows itself before any text.

The process is explained in dark sections one step at a time, in Ukrainian; a claw machine pulling a polaroid became the key visual for the idea of picking the image you want.

What we delivered

A brand identity and a site design for PicPac: wordmark with the pill, palette, key visual and the page layouts, delivered as a presentation. Files and rights in the client’s name.

An AI image product explained through its visual identity

PicPac brings the identity and the website concept into one visual language. Product imagery is the subject of the first screen; the sections below explain how an image takes shape. Our delivery was the brand identity and page designs presented to the client. The work shown here demonstrates those design decisions, rather than a launched application or measured product adoption.

The image is the product demonstration

The large cube on the opening screen carries different generated images on its faces. That gives the page a concrete subject before a visitor reads an explanation of the technology. The wordmark remains visible behind it, while the pink background connects the screen to the rest of the presentation. The composition asks the visitor to look at the possibilities of the image, then discover the process that produces it.

A product like this needs more than a collection of attractive pictures. Someone considering it wants to know what they provide, what they receive and where their own judgement is needed. The design therefore moves from an expressive opening to quieter process sections. In the delivered presentation, a dark section describes final editing and places the image beside the explanation. This change of pace makes room for information without abandoning the identity.

The cube is shown here as part of a website concept. Turning it into a working interface would require separate decisions about rendering, loading, controls and reduced motion. Those implementation details are not evidence of a deployed PicPac feature. For a similar brief, we would establish whether movement helps someone compare examples or simply delays reaching the next section before choosing the production technique.

Three elements, three different jobs

The pink field: A strong shared background makes the identity recognisable across the opening screen and the presentation. It also creates a constraint: text and controls need sufficient contrast against it. In the design, white lettering and dark sections provide different reading conditions rather than asking every message to compete on the same bright field.
The wordmark and pill: The name has a small pill symbol alongside it. This is a compact signature that can accompany the product imagery without turning each illustration into another logo. Its role is identification. It should remain distinguishable from a functional upload, download or navigation control when the visual system is developed into an interface.
The claw and photograph: The claw machine holding a polaroid turns selecting an image into a recognisable scene. The photograph makes the result tangible; the mechanism suggests choosing it. It is a key visual for the brand, not a diagram of the product's technical architecture or a promise that every generated result will match the example exactly.

Explain the user's decisions, not just the technology

The process section in the presentation is written in Ukrainian. Its heading identifies final editing, and the accompanying copy discusses checking generated images against real examples. That is a useful moment to make visible: creating an image and deciding that it is suitable for use are separate tasks. The visitor should understand where review happens rather than being left with an impression that attractive output needs no inspection.

For a comparable commercial image service, an explanation should connect each step to a decision. What source photograph is suitable? Which parts of the product must remain accurate? Who approves the final version? These are questions for defining the next project, not claims about features built for PicPac. Answering them helps a business owner describe the service in terms customers can actually evaluate.

From expressive concept to an implementable brief

Agree the examples
Choose images that represent the intended service and identify which are illustrative. A product package, label or material should not quietly change between the source and the demonstration. If a comparison is shown, the two images need enough context to explain what changed and what was intentionally preserved.
Describe the interaction
Define the action that follows the first screen: requesting a service, uploading material or joining a product. The presentation establishes the visual direction, but the real form fields, validation and confirmation belong in the implementation brief. A visitor should know whether an action starts a conversation or commits them to an order.
Check the complete delivery
Review the small-screen composition alongside the desktop version. The cube, wordmark and key visual need a clear hierarchy when there is less horizontal space. Loading behaviour, keyboard access and static alternatives to motion should be tested in the eventual implementation, rather than inferred from the attractiveness of a presentation board.

What this case helps a founder decide

PicPac shows how an identity can give a new AI offer a recognisable character while making space to explain the work. The bright opening and quieter editing section serve different parts of the same decision: first understand the type of result, then understand the process. The claw illustration extends that idea into a memorable brand image. Each element has a role beyond filling space around a headline.

For a similar commission, useful starting materials are a short description of the service, representative input and output images, the intended audience and the actual stage of product development. A presentation for an unbuilt service requires different wording from a live product with an established workflow. We would agree which parts are identity, page design, development and image production before estimating the work. In this PicPac case, the confirmed delivery remains the identity and website design; development, product usage and commercial results are not added to that scope.

The design in use

From the delivered project

Looks like fun
One loud colour and a light touch, so trying it feels easy.
Shows the product first
A cube of generated images on the first screen instead of a claim.
Explains one step at a time
Dark sections with one step each, in the audience’s language.
A visual you remember
The claw machine and the polaroid.

What was built

BrandIdentity

Wordmark, colour, key visual.

WebsiteCustom website design

The site designed with the brand.

ContentAI visuals

Generated images as part of the design.

Questions

About PicPac

What is PicPac?

An AI product that generates and edits product images. The brand and the site concept were designed by HeadPills; the process on the site is explained in Ukrainian one step at a time.

Why is the PicPac brand pink?

Because a consumer AI product has to look approachable, not technical. One saturated colour and a pill in the wordmark make it recognisable and light.

Is the PicPac site live?

The site was delivered as a design in a presentation; a live address is not published here. What you see are the boards from that presentation.

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