The challenge wasn't just design, it was scale. Each state variation required unique location names, regional icons, and approved design elements swapped in without losing consistency or introducing errors.

To solve it, a custom Photoshop batch automation was built around spreadsheet-driven data: approved copy and icons loaded automatically, applied across every variation, with manual adjustments only where spacing and kerning required a human eye. What could have been hundreds of hours of repetitive production became a repeatable pipeline. It was automated design workflow before that was a common phrase.

The design direction leaned into the tension at the heart of the brand. The logo is formal and composed, built on circular badge construction with a script anchor and arched typesetting that references decades of American food and craft culture.

But Burly Boys isn't precious about it. Hats, aprons, signage, and stickers carry the mark clean, while their menus go full DIY — a serif-heavy, photocopied punk zine aesthetic that deliberately subverts the polish of the logo. The contrast is the point. The brand can be both, and that duality is what makes it feel real.

The pipeline covers the full production chain. A custom script and topic generation system feeds a scene and prompt generator built for AI image models. Voice delivery runs through a locally hosted synthesis pipeline. All image and video generation runs through ComfyUI, orchestrating a rotating stack of models on local hardware. Character consistency, the hardest problem in AI-driven content, is handled through custom LoRA training using open source standards like ai-toolkit and musubi-tuner, with dedicated character models trained for both Krea 2 and Wan 2.2.

Animation splits by purpose: Wan 2.2 drives dynamic scenes, while SCAIL-2 handles the lead character's gestures during narration segments using motion reference capture. The character herself was designed for the medium, with a distinct silhouette built to render consistently across thousands of generations.