Challenge: A brand image that harmonically balances music curation, milk products and vintage illustration. The primary requirement was for a logo that centres around a strong stand-alone icon, allowing it to be utilised across different mediums without requiring accompanying typography or a wordmark.
RECORD LABEL
Milk Crate
Deliverables
Brand Design
Album Artworks
Event Posters
Promotional Content
Digital Collectible
Client
Milk Crate is an Australian electronic music record label, regularly releasing music across digital channels.
Client Industry
Electronic Music
Web3 (Blockchain Tech)
01
Brand Design
Milk Products
Lactose goods, milk delivery
Music Curation
Storing vinyl in milk crates
Comic / Illustration
Handcrafted design style
BRAND TYPOGRAPHY & COLOURS
Brand Elements
Primary Font
Mukta Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456879″!?@#$%&*()_+
Brand Colours
Maximum Red
#d81f26
Persian Blue
#1937ce
Alabaster
#eef0e4
Smoky Black
#111111
02
Album Artworks
Each EP boasts a distinct character, with an individual low saturated colour-scheme (retro connection with brand image) and unique optical-illusion patterns inspired by 1990’s rave graphics. Compilations feature watercolour style photography / renders with subtle canvas texturing, vibrant colours and manual brush strokes.
03
Event Posters
I established the template of a vintage anthropomorphic / supernatural character framed by a psychedelic backdrop. I aimed to tie most characters directly to the brand (milk or nightlife related), and took insight from the menagerie of quirky characters that appeared in 1930s cartoons.
04
Promotional Content
Unique promotional videos were created for each release to generate hype prior to the EP’s becoming available for download.
In order to encourage engagement for this marquee release, the idea was to get a nostalgia-rub from Capcom’s Street Fighter II. Playing on the name of the EP, our tenacious Milk Man mascot stepped up to the plate in a custom pixel-art form.
A video format constructed for Milk Crate promos, with vintage, low-fidelity footage building up to a splash screen with the release’s details. This particular promo focuses on a milk factory.
05
Digital Collectible
Milk Crate partnered with Objkt on the Tezos Blockchain, and airdropped a Milk Crate Medallion NFT to individuals who attended the anniversary celebration event. The graphic was projected on walls around the venue and appeared on screens along the bar counter.