Industry: Design

Fizuy Lub, a brand hallucinated by AI

The brand name came from an AI misreading its own output

A speculative branding project for a fictional fizzy drink, made with Richard Turley's studio Food as part of an It's Nice That takeover in August 2022. A text generator produced the phrase 'Fizzy Love,' which an image generator then misrendered as 'Fizuy' and 'Lub,' becoming the brand name. Commercial Type designers Christian and Greg sorted 150 AI-generated images into moodboard sets, sketched six directions, and sent the chosen logo alongside further AI-generated imagery to 3D artist Jae Yeon Kim for final artwork.

Insights

Text generator Sudiowrite iterated on a fizzy-drink experience description; image generator GLID-3 then received the resulting phrase, producing garbled letterforms that became the brand name.
Designers Christian and Greg grouped GLID-3's 150 logo outputs into semi-cohesive sets used as moodboards, then drew manual sketch variations—keeping human judgment central.
Majesty Diffusion was applied to a specific GLID-3 bubble-and-tongue image to produce more detailed reference imagery for the 3D stage.
The case page notes GLID-3's output as messy but more interesting than more polished generators such as Dall-E and Midjourney—framed as an editorial observation rather than a formal evaluation.