The Future Design & Branding THE GRAPE ALBUM by BBDO New York

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Industry Records & Cinema Production
Media Design & Branding
Market United States
Agency BBDO New York
Copywriter Adam Reeves
Designer Emma Mcdonald
Illustrator Tim Lahan
Released July 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: THE FUTURE
Product/Service: MUSIC ALBUM
Date of First Appearance: Jul 31 2010
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Design Director/Creative Director/Art Director/Designer/Typographer: Craig Duffney (DesignWorks at BBDO)
Copywriter: Adam Reeves (BBDO New York)
Designer: Emma McDonald (DesignWorks at BBDO)
Illustrator: Tim Lahan (DesignWorks at BBDO)
Media placement: Compact Disc - Passed Out At Shows & Showcases, Sold At Gigs & Events, Distributed To Press, Me - 31 July 2010

Describe the brief from the client
The brief was simple: design an album cover that looks amazing, reflects the personality of the band and has the potential to be embraced by popular music culture and fans of The Future.

Describe the challenges and key objectives
The challenges were capturing the fun and essence of The Future in a single CD design. We wanted the product to be eye-catching, and memorable but, more importantly, engage both current fans and people who had not yet heard of the band to purchase and listen to the album.

Describe how you arrived at the final design
The final design – called The Grape Album - embodies the ethos of the band through a fictional urban myth: We claimed the album, which had been printed on grape-colored and -flavored paper, contains a warning sticker that states that the album may or not be printed on paper that contains LSD in the “flavored” purple ink in the hopes that the mythology behind the album would peek interest.

Give some indication of how successful the outcome was in the market
The album is almost sold out, and is about to be reprinted, and has been purchased and enjoyed by fans, friends and music industry players. It has sparked much discussion about the legitimacy of the LSD-laced grape ink on the package.