Mood board and Sourcing Images.
My visual research led me to develop a style that combined an acid-house sensibility with universally recognisable tropes and the more structured/grid-based approach of European techno club posters. During this initial process I gathered images taken by crew members during events, vintage photographs of Ireland, and my own 35mm photos of Hanoi for use.
Photography Style Guide.
Analogue photography that features noticeable film grain and harsh flash is preferred. A gritty polaroid-style aesthetic is sought for its immediacy and unvarnished nature. For the website, shots taken from live events, with an emphasis on people and action, invite the viewer into the party and set the scene.
(Photo by Deckie / Qwerk - taken from Sweet Tooth FB page)
Typography and Colour Palette.
Basic Palette - a striking light yellow (#F9F941) combined with a simple white to black gradient forms the base of the design. This leaves space for the additon of brighter accent colors.
First Re-design (later used for merch).
Final Logo focuses on a simplified curve in the shape of a smile and type.
Alternative logo mark.
Logo drafts created in Illustrator - later used to create a sticker pack and throughout merch.
Care and attention was given to developing the label's voice in conjunction with its visuals.
Simple wireframe prototype developed using Figma/ Illustrator.