Hooked on Phono is an independently-owned record shop in the heart of Burnaby Heights. They are known for their selection of new & used LPs, CDs, and stereo equipment. What began as a request for a logo design in 2017, developed into a creative multi-year partnership that included a series of illustration and design projects. The objective for the brand design was to create a graphic language that was unique and reflected the quirky character of the Burnaby Heights neighbourhood. The design package included a set of logos, illustrations for t-shirts, bags, social media and record sleeves and custom lettering.
For the design solution, a stripped-back black and white palette was used to unite the various hand-rendered elements and ensure the integrity of the design at all printing levels from a store copy machine to screen printing. The logo and illustrations were inspired by vintage concert posters as well as unique typography.
Starting with pen to paper, all of the brand elements were drawn by hand, scanned and then digitized and clean-up. The goal was to create a memorable brand that embodied the DIY ethos and one of a kind feel of the store. By hand-drawing every element of the brand, we were able to accomplish this in a genuine way.