Artificial intelligence is changing the creative industry at an incredible pace. However, most people assume that AI-generated concepts are easy to spot as fake.
They’re usually wrong.
That’s because AI has become incredibly good at producing polished-looking logos, colour palettes and mock-ups in seconds. At first glance, they can look just as convincing as professionally designed branding.
But does good-looking branding automatically make it good branding?
Branding isn’t about creating something that simply looks good. It’s about creating something that works.
So, we decided to put AI to the test.
Using the same brief we used to create updated branding for My Coffee Fix—a Sydney company specialising in coffee machine sales, servicing and workplace coffee solutions – we asked chat GPT to create a brand identity.
Take a look at the below concepts – one was designed by AI, the other was created by our design team.
Can You Spot the Fake?
OPTION A
OPTION B
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So… Did You Spot the Fake?
Option A is the real Mela Creative design. Option B was generated by AI.
If you picked correctly, well done!
If not, don’t worry—you’ve just discovered why AI is becoming such a fascinating (and sometimes misleading) design tool.
The interesting part isn’t whether you guessed correctly. It’s why.
Many AI concepts look polished enough to pass the first impression test.
The human-designed concepts often feel more subtle. More considered. More practical. Authentic.
That’s because they were designed around a real business, real customers and real-world applications—not simply visual trends.
Why Option A Works Better
At first glance, both concepts appear polished. Both have a logo. Both have business cards. Both look like legitimate brands.
But branding isn’t judged on first impressions alone.
Our design was developed around the business itself—not just aesthetics.
For My Coffee Fix, we wanted to communicate professionalism, reliability and expertise while creating something memorable across every customer touchpoint, from service vans and uniforms to business cards and digital marketing.
The bold typography creates confidence. The distinctive colour palette stands out in a competitive market. Every element has been considered for real-world applications and long-term brand recognition.
Where AI Fell Short
The AI-generated concept isn’t bad.
In fact, it’s surprisingly good.
But it’s also generic.
The icon is familiar. The typography feels safe. The overall design resembles hundreds of other service businesses. It communicates “coffee” but doesn’t really communicate My Coffee Fix.
That’s one of AI’s biggest limitations.
It predicts what looks like a coffee company based on existing patterns. It doesn’t understand the personality of the business, its customers or how the brand should evolve over time.
Good branding isn’t about following patterns.
It’s about creating a distinctive one.
AI is a Great Tool—Not a Replacement
We use AI in our own studio.
It helps us explore ideas faster, generate concepts and speed up parts of the creative process.
But the strongest brands still come from human thinking.
Understanding customer behaviour.
Knowing how a logo performs on a vehicle travelling through Sydney traffic.
Creating a visual identity that remains memorable five years from now—not just impressive for five seconds.
That’s where experience still matters.
Final Verdict
AI can generate attractive branding.
Designers create brands that work.
The future of branding isn’t AI versus designers—it’s experienced designers using AI as one of many creative tools.
Because while AI can generate options, it can’t replace strategy, judgement or decades of design experience.
So… did you guess correctly?
Contact us to take the guesswork out of your branding.
