Concept brand · Up Club Claude Challenge · Week 4
Happy Tum
One idea. Three brands. A shelf and the Tube. Eighteen prompts in Claude Design.
The short version
One idea, eighteen prompts and three brands, with a supermarket shelf and a Tube campaign thrown in. Along the way, the research changed the product.
Up Club
September Claude Challenge, week 4: research and ideation
Made in
Claude Design, from the first prompt to the last
Happy Tum
A concept brand, not a real product
01 · The idea
It started with one prompt.
Happy Tum is a daily tummy chew for dogs with sensitive digestion. Natural, premium and made in Britain, sold by subscription on Amazon.
Then it asked me questions.
Before doing anything, Claude came back with a short form about the market, the format, the price and the audience. Prompt 02 was me filling it in.
“The golden rule is always get it to ask you questions.”
page SWOT analysis, with citations
prompts, start to finish
brand directions
Tube ads, to start with
02 · The research
The research changed the product.
Claude researched the market and came back with a ten page SWOT, with citations, so every claim could be checked against its source. Then it flagged a few things to settle first.
“Okay, I think we need to remove probiotic because that’s not going to get sign-off. Can we go down another route, like fibre-rich, protein-enhanced? Can we use whey powder or other things that might help dogs’ digestion?”
What went in instead
Pumpkin
Cucurbita pepo
Chicory root
Cichorium intybus
Psyllium husk
Plantago ovata
Slippery elm
Ulmus rubra
“It suggests other things like pumpkin and slippery elm, which is good for dogs. I didn’t know that. I’m learning as we go.”
03 · Three directions
It came back as three brands.
“Okay, let’s take all of this intel and research into creating a brand around the Happy Tum. Give me 3 clear options. Move away from templates and the usual AI norm fonts.”
1a · Heritage grocer × ingredient transparency
The Honest Label
“Pumpkin, fibre and not much else.”
1b · Joyful, round, made for social
Belly Laugh
“Happy tum, waggy bum.”
1c · Botanical calm × quiet vet expertise
Field Notes
“Feeds the good in every gut.”
I asked it to move away from the usual AI fonts. “It’s like telling a designer not to use their style. They always want to use their style at some point, because that’s them.”
04 · Stage by stage
Watch a brand build itself.
Stage 1 of 6 · Identity · Prompt 08
“Give me 3 clear options. Move away from templates and the usual AI norm fonts.”
05 · Palette and type
Four colours and two typefaces each.
1a
The Honest Label
- Young Serif for headlines and the wordmark
- Chivo Mono for ingredients and percentages
Bottle
#24452F
Pumpkin
#D9772B
Oat
#F3ECDC
Ink
#1E1A14
1b
Belly Laugh
- Caprasimo, soft and chunky, always lowercase in the wordmark
- Onest for clear, friendly body copy
Tummy
#F4B7A8
Butter
#F7D774
Grass
#3E7D4F
Cocoa
#3A2418
1c
Field Notes
- Bodoni Moda Italic for botanical names and headlines
- Familjen Grotesk for spaced caps and vet notes
Moss
#2E3B2C
Chicory flower
#7C93C3
Elm bark
#9A7658
Paper
#ECEEE4
06 · Photography
Then I asked for photos.
Prompt 09
“Can you enhance this with stock photos?”
1a The Honest Label
Real kitchens, feeding moments, daylight. Documentary, never posed.
1b Belly Laugh
Dog portraits on flat brand-colour backdrops. Characterful, a bit silly, made for the social feed.
1c Field Notes
Soft natural light, quiet moments, older dogs outdoors. Calm, close and tender.
Stock photography from Freepik.
07 · Pack shot to shelf
Then put it on a shelf.
Keep scrolling. Three packs, then the same three in a supermarket.
Prompts 10 and 11
“Inside the three options, I’d like to see a potential pack shot.” Then: “Perhaps the ingredients spilling out.”
Prompt 12
“Create the pack shot like it’s been realistically packaged and placed on the shelf somewhere like Whole Foods or Tesco’s.”
On the call
“This isn’t very good in terms of how it looks on the shelf, but for a simple prompt… If I wanted to push it, I definitely could.”
Dan
08 · Tone of voice
Same chew. Three voices.
“I also want a tone of voice section: things about how we describe this brand.”
1a · The Honest Label · Heritage grocer × ingredient transparency
Pumpkin, fibre and not much else.
Plain-spoken. Precise. Quietly funny.
On social
“Fibre feeds the bacteria your dog already has. That’s the whole trick.”
Photography
Real kitchens, feeding moments, daylight. Documentary, never posed.
1b · Belly Laugh · Joyful, round, made for social
Happy tum, waggy bum.
Cheeky, warm and on your side.
On social
“Show us your dog’s happiest post-walk face. Tag #HappyTumClub.”
Photography
Dog portraits on flat brand-colour backdrops. Characterful, a bit silly, made for the social feed.
1c · Field Notes · Botanical calm × quiet vet expertise
Feeds the good in every gut.
Calm, knowledgeable, gently expert.
On social
“Field note no. 12: why chicory root is the quiet hero of a calm tummy.”
Photography
Soft natural light, quiet moments, older dogs outdoors. Calm, close and tender.
09 · In motion
Every stage, one after another.
The boards from Claude Design, cut together in the order the prompts built them: identity, photography, palette, pack, shelf and voice.
1a The Honest Label
1b Belly Laugh
1c Field Notes
10 · The Tube
Then put it on the Tube.
A London Underground launch campaign for each direction, on a new page.
It asked me questions again.
Prompt 16 was the answers.
Format
Car panel, a wide strip inside the carriage
Goal
Launch awareness
Variety
A different message and layout for each ad
Include
Subscription offer (first box half price) and a QR code
Play on the commute
Yes, lean in
car panels to start with, three per direction
Prompt 17 · typed live on the call
“I love these, but give me 2 more each.”
11 · Every prompt
18 prompts. That’s the lot.
Every prompt I typed into Claude Design, in order and nothing hidden, in one PDF to keep.
A4, 4 pages, about 350 KB
The last word
“We need humans to come up with the ideas, then use our experience and ‘gut’ to decide how to finish it.”
Your homework
Research something you’d normally spend an hour on, and turn it into something you can actually look at.
Bring it to the Show and Tell on 20 October.
Dan Day
Invisible Artists
Questions, or think I’ve got something wrong? Find me in the challenge Slack.
See more of our workHappy Tum is a concept brand made for Up Club’s September Claude Challenge. It isn’t a real product. Stock photography from Freepik.