This document describes a generative design platform that uses style to generate product designs. In one aspect, a method includes receiving, from a client computing device of a user, data identifying a set of design parameters including a product template for a product and one or more style grammars for the product. Each style grammar includes a set of stylistic parameters that define aesthetic characteristics of a group of related products. One or more physical constraints on a design of the product are obtained. A set of candidate product designs for the product are generated based on the product template, each style grammar, and the one or more physical constraints. A set of scores are generated for each candidate product design based on an evaluation of the candidate product designs. A subset of the candidate product designs are selected based on the scores.
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