This paper describes the creation and application of a generative design approach in the production logistics layout concept creation as part of factory planning projects. Production systems evermore are influenced by an increase of product variants during the planning stages as well as shorter replanning cycles due to higher agility requirements to the production system. Thus, requiring the planner to more frequently conduct the highly complex planning procedure of creating layout concepts for the material supply within the assembly line. Currently, mathematical or graphical assignment methods are executed but are often used disjunct and are not used jointly. Furthermore, today’s planning methods are mainly based on manual planning and assignment activities. To address the aforementioned issues, this paper elaborates the application and usability of generative design methods for production logistics planning. As first step the scope and requirements definition for the new production logistics layout application is conducted. Afterwards, generative design, including a multi-objective genetic algorithm, is used to serve as a solution to compile and search through the high-dimensional solution space of all possible logistic layout concepts. Here, layout restrictions and production goals, such as cost and time savings, are reconciled. After the design creation and evaluation by the algorithm, the planner overviews the results and enhances the design parameters until a final concept is reached. This paper concludes with a SWOT analysis of the new planning approach to investigate the used methods, evaluate the impact of the approach on planner’s work and identify additional research potentials of using the generative design for other factory planning domains.