PACKAGING 2022
MAYBE I'M DREAMING
OVERVIEW
Maybe I'm Dreaming, an electronica album by Owl City, is characterised by synth-pop sounds. The design for the album aimed to evoke and encompass the nostalgic ambiance prevalent throughout its tracks, utilising a combination of colours, typography, and illustrations. The vinyl record is presented within a box package that includes additional music formats like a CD and cassette tape, along with collectible items. The design concept was also extended to an online presence, with a particular emphasis on music platforms such as Spotify and Apple Music.
Outer and inner vinyl sleeves
Inner sleeve and vinyl record
The design concept was driven by the desire to capture the ethereal and dreamlike essence conveyed by the tracks on the album. Given the electronica and synth-pop genres that define Maybe I'm Dreaming, the dreamy atmosphere intertwines with energetic rhythms and profound bass lines. This fusion influenced the choice to integrate fantasy-inspired imagery, effectively reflecting the overall theme and mood of the music.
BRANDING
Artwork exploration
In crafting the overall artwork for the deliverables, the decision to opt for an illustrative approach instead of relying on photography or typography. This choice was motivated by the fact that previous albums by Owl City also embraced illustrative imagery, and the aim was to maintain that connection in the new design. To achieve this, artwork was sourced from different digital artists, utilising their creations not only for the outer and inner sleeves but also within the CD booklet. It was crucial to ensure that the illustrative styles employed by each artist harmonised with the illustration on the front cover. This cohesive approach allowed the designs to form a unified set while effectively conveying the narrative intended for consumers to grasp from the album.
Artist credits: Yuuike, DeviantArt
Colour palette
The colour palette used in this work is intentionally dreamy, with soft blues and whites evoking the essence of a serene dreamscape or dreamland. These hues were inspired by the selection of artworks, where blue and white dominated the compositions, with hints of yellow subtly woven in. The combination of these colours creates a tranquil, ethereal atmosphere, inviting the viewer into a world of calm and introspection.
Typeface
The typeface used for the album title and titles displayed on the CDs and vinyls is Alba, chosen for its whimsical and dreamy quality that perfectly aligns with the album's concept. Alba's flowing, light-hearted design enhances the ethereal mood of the artwork, complementing the dreamlike atmosphere. For the body text, Soleil Regular was selected for its clean and straightforward design, ensuring optimal legibility even at smaller sizes. This balance between creativity and clarity allows the text to seamlessly integrate with the visual elements while maintaining readability.
OUTPUTS
CD packaging
CD packaging
CD packaging
The CD design seamlessly extends the visual concept established in the vinyl packaging, emphasising the cover's illustration and incorporating elements of the larger image for the label. The lyric booklet enhances the storytelling aspect by incorporating additional illustrations contributed by various underground artists, all of which align with the digital-style illustrations. This approach effectively communicates a narrative to the consumers, mirroring the storytelling essence present in the album's tracks.
Cassette packaging
Art print
Concert ticket
Within the box package, several items were included which could be bought with the vinyl. The inspiration behind the box's design was to create a mysterious and simple-like outer packaging which would then reveal the contents when the lid is opened.
Box package
Box package
ONLINE PRESENCE
Album design showcased on Apple Music
Album design showcased on Spotify
The online presence predominantly centres around prominent music services like Apple Music and Spotify, highlighting how the redesigned artwork would be presented on each platform. Through careful consideration and further research into existing artwork on music platforms, the decision was made to remove the typography from the thumbnails. This adjustment was made to align with the prevailing trends and aesthetics observed in the current landscape of music platform visuals.
