Aljaž Gobec

Clef Brewery is our family business. I’m in charge of everything digital and visual: the WordPress website, every beer label, the t-shirts and other merch, social media and the rest of the marketing.

Automating the brewery’s design work

We release new beers on a monthly, sometimes weekly, basis. Every one of them needs a label, posts for social media and updates on the website, and doing all of that by hand doesn’t scale for a small family team.

So I automated most of the process: from a new beer to its label, its social media posts and its place on the website, with as little manual work in between as possible.

A confession about the labels

Yes, this includes the labels. I used to draw them myself. Now, I’ll admit, they’re made with AI. And not just since it became mainstream: we were already making labels with Stable Diffusion back when AI images were still a niche experiment.

I know we should be paying artists. But with new beers coming this often, we simply don’t have the resources to commission an artist for every label. And since the labels were always my own work anyway, rather than an artist’s, it is what it is.

What I took from it

It turned into a good project in its own right: a real test of how far you can optimize labels and social media with AI and automation.