Donkin Records is an multi genre EDM label based in Liverpool. They wanted a brand that was playful and celebrated their genre in a way that was fun but could also be taken seriously cohesively.
Alongside the initial brand, the label wanted more collateral alongside this to boost the label further and be able to continue producing content outside of their club nights. This had to be done keeping in mind the underground electronic music scene is a very competitive market within large cities.
The summary of this branding was a consistent brand translated onto several mediums outside of a traditional club night. This has been done by creating a mixtape alongside the launch of the label which has been turned into a regular series, generating monthly designs for the label in a certain style achieving a flawless brand identity. Sourcing the aesthetic from the initial logotype and mixtape covers was easy to convert to merchandise for the label adding a real human element to the label.
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